CONSUMER BEHAVIOUR AND BUSINESS BUYER BEHAVIOUR

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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.

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