CONSUMER BEHAVIOUR AND BUSINESS BUYER BEHAVIOUR
- Created by: lisa_spratling
- Created on: 31-05-17 04:07
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- CONSUMER BEHAVIOUR & BUSINESS BUYER BEHAVIOUR
- Purchase Decisions
- Buyers rarely do lots of careful research before buying.
- They make heavy use of their memories.
- Use existing habits and convenience.
- Consumers
- Naturally loyal.
- Loyalty is rarely exclusive.
- Form a personal repertoire of brands.
- Restrict their purchases to the brands in their repertoire.
- Availability of Brands
- More likely to buy brands that are mentally and physically available to them.
- Memory
- Important part of decision making.
- Geater mental availability a brand has, the more likely it will be purchased.
- Advertising refreshes and forms these brand memories.
- Rival Brands
- Can hold same attitudes towards them.
- More likely to say nice things about brands they use.
- Attitudes are highly unpredictable for any particular point of time or situation.
- Buyer Information
- Who buys
- How much
- When and where
- Useful for marketers when interpreted in light of buyer behaviour.
- Purchase Decisions
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