In today’s global markets variation in consumer behavior is countless for various products. But there are general behavioural principles that marketing managers can apply to learn about consumer behavior. Consumer Buying Behavior refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption. Their buying decision is a focal point that a marketer aims at before the product is placed. Mostly this is the most difficult aspect to be studied and it also happens that sometimes consumer’s themselves cannot identify what influences their buying motives.
Both marketing and environmental forces influence the buyer behavior and also the buyer’s characteristics and decision process lead to certain purchase decisions.
Categories of buyers—
The individual buyer –buys things for his own personal and family consumption
The business buyer- buys things for manufacturing other products, or for reselling
These two categories have to be considered as their buying motivation, attitude and purchasing behavior is different for the above two.
Participants