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Running head: Buyer Behavior Buyer Behavior Name Institution Professor Course Date Buyer Behavior 2 1. Consumer behavior investigates how people make decision either to buy or not to buy. It goes further into why people later dispose of these items. Consumers follow the following procedure a)wanting an item)looking for information about the item)reviewing the different products)choosing the item to purchase, and then purchasing it ,e)evaluating the item and using it, )disposing the item(Solomon, 2014). The level of involvement of a consumer depends on the consumer’s interest in consuming and purchasing the item. Low level involvement are the inexpensive items and therefore presents a low risk to the purchaser on whether he makes a mistake or not while making such a decision. On the other side high level involvement items they usually have a high risk when the buyer makes a wrong decision in purchasing it(Solomon, 2014).. These items carry very high price tags on them. The limited involvements of the items usually are in – between, the decision making process (Mullins & Boyd 2012). Buyer Behavior 3 The decision to buy an item worth 100 dollars may fall in the category of the low investment decision. This is arrived at, (Solomon, 2014)by the level of the risk involved. The level of risk is low as the amount of money involved is low. Based on the structural equation model, the level of the risk has a positive evaluation of the deal. Hence facilitating the (Solomon, 2014)consumer’s willingness’ to purchase, item at low level, the amount of the cash involved (Best, 2012). Customers in these cases are faced with routine response activities. When making low involvement decisions, most of them fall on the daily purchasing decisions. Therefore, they make automatic decisions using the low information available at their disposal. They can also make these decisions based on the decisions they had previously made. For example,(Solomon, 2014)when one on a daily basis uses 100 dollars, during the day(Kardes & Cline, 2014). Here they are involved in routine decision-making activity. Therefore, they may not engage themselves in budgeting for the extra cash at their disposal. The customer without further ado will make a decision to use the cash he is acclimatized with having. Therefore, when one has more cash they tend to make a decision without considering the amount of money they have (Kardes & Cline, 2014). 2. The stages a consumer undergoes while making purchasing decisions on whether to buy or not. It can be divided into stages and core phases. They help the business to know and understand their customers that result to effective and efficient targeting. This process is the 4 Buyer Behavior process, which people go through when selecting from different several options, choices, items brands and ideas (Kardes & Cline, 2014). . Some stages are paramount whereas the others vary using the consumer’s involvement. They can be ignored or they can be used in cahoots. These means that not every decision that require the usage of all the available information. The characteristics demonstrated by consumers that are researched are(Cliquet,2013).; what, ,where, , how they purchase and when they buy the satisfaction they derive from the consumption of the product and how they dispose an item and how these action will affect the decisions they are going to make in the future. This provides the competitiveness that is paramount in shortening product life cycles with the present market place the businesses are operating on today (Best, 2012). . The five-stage model of the customer buying process has well captured their buying decision process. The following are the stages of kotler and Keller model; they are problem identification, researching for the information, evaluation of the found alternatives, purchase decision, and lastly the post -purchase decision. The schiffan model et al, it encompasses input, process and the output phases, examining the external forces, purchase decision and the post decision behavior (Kardes & Cline, 2014). The women evaluation apparel has a positive effect in bringing about behavior prompting them to purchase. this is fuelled by process consumer of assessment that is usually fundamentally based on the ascetics .they are affected by color ,length, weight and et 5 Buyer Behavior cetera. The responses are usually affected by marketing efforts ,,cultural, social environments that affect their psychological decision making .These facilitate the manipulation of the items to be purchased cues in a different manner in order for the myriad segments, to effectively position their items, for efficient and effective purchase decisions(Lefebvre, 2013). Due to the relative amount of money used to make a purchase. This is be the amount of money can be used to meet the basic needs only. Nevertheless, there is a lot of tension in the making of the decision on what to buy. This is due to after the long period of finding the information. The final choice will not warrant the costs, cognitive processing energy and time that will have been invested, into this easily affordable money (Kardes & Cline, 2014). Cognitive model is mostly like explaining the making of the decision. Using the information, that is at their disposal. The model is good as it appreciates that when a consumer has a feeling that they posses and have been able to gather enough information(Kardes & Cline, 2014).Then they can go on to make the decision thence purchase. This will help them complete a sale as the consumer will feel that that they are in a position to make the decision to buy at any stage(McKenzie, & Thackeray, 2016). 3 Marketing strategy brings the overall goals and the direction the marketing will follow. This is different from the marketing plan. Marketing plan provides actions that are specific and the ones one is to follow in implementing the marketing strategy. Marketing strategy can be made so that it can act as a template to be followed in the forth-coming years. The marketing plan describes the goals and the tactics to be realized in that current year. A good marketing 6 Buyer Behavior strategy is that that will assist one to define the direction that is overall and the goals involved in marketing (Niffenegger, 2013). Strategies should therefore articulate the way the company is going to deliver products in myriad of ways that will satisfy the consumer’s needs. The marketing mix usually entails the way one will implement the strategy to achieve the target market. This can only be achieved when one develops tactics and starts implementing them (Galician, 2013). The marketing mix strategies usually employed to bring about positive impacts in the market are usually the seven Ps. they are referred to as this because they starts with letter p all of them. The products brought to the make or the service provided here the products branding and packing should be well captured (Sparks & Buckley, 2013). The ongoing development on the product should also be considered. The product should also enumerate the benefits and its paramount features it is bringing into the market. The market for the product should be unique, demonstrating the reasons the product is dissimilar from the others. These demonstrate the different spins of the products one has in the market (Best, 2012). The pricing of your product or service, in the marketing mix, this is very paramount .getting the right and the correct price will assist one to make sure that the profits are maximized. This will assist to build strong customer relationships .pricing effectively will assist one to avoid the financial consequences that are serious .they can emerge when the prices are very low hence the profit is not enough and in other instances too high that there is not enough sales(Solomon, 2014). Buyer Behavior 7 Your position (place) in the marketplace in case it is a retail store, social media or an online store. Place takes the channel and the locations that are used in distribution of the product, support services and their related information involved. This facilitates the positioning of a product in the market. It encompasses the place the item can be purchased from. This can be the physical store as well as the virtual stores as if the e-bay. The right location facilitates the customer to decide whether to buy or not (Ryan, 2014). Promotion of your product of service the promotion and the marketing of one’s product will determine the consumers making the decision to purchase or not(Sparks & Buckley, 2013) .when one does not market their product well then regardless of how unique or superb the item is then there is unlikelihood of making tangible sales. This is about enticing people and the right people in the is case to make a purchase(Sparks & Buckley, 2013). It entices them to use your business and reuse the business. There are a myriad of techniques that when well used and combined in many ways it can be used to create the effective strategy to meet ones needs .they can include advertising, branding ,online, public relations (Hollensen, 2015) The people in your business (e.g. salespeople, staff) the people employed in the business can, positively or negatively influence the business. For effective sales in the business, one should have knowledgeable and friendly staffs (Sparks & Buckley, 2013).These ensure that the customers are well satisfied. The company therefore is able to achieve the unique selling experience that it has sought. Quality of recruitment and training is paramount in an organization. Their importance is to ensure that the organization gets the most out of the recourses fuelled in the process (Turnbull, & Valla,2013). Buyer Behavior 8 The process represents the buying experience this brings forth the experience in gets when they purchase a particular product. For example, how a product is served and packaged , can determine the complaints the customer is going to talk about. In case of a poor process, this can hinder the elements that are good for the marketing mix (Claiborne & Sirgy, 2015). The physical environment where the good/services are presented that is presented to the customers can have positive or negative impact on the customers experience in the business. This can entail the interior designs in the office, quality furnishings, a great website and a great reception area, with qualified receptionists. The positive physical environment should not be in particular being costly (Kardes & Cline, 2014). 4 A brand name is an important strategy that can be used to maintain customer’s involvement with a product. Brand name can be utilized (Sparks & Buckley, 2013)regardless of the purchasing power level of the consumer. For example a low against high-involvement decision for example, purchasing a chewing gum versus a new vehicle. One routinely purchases their favorite type of the gum and not concentrating much on the purchase. This is because it involves routine response characteristics (Kardes & Cline, 2014)Here there is even no willingness to change into other brands. Having a brand that suits ones tastes and preferences saves on the time while eliminating evaluation period as one knows what they are getting. Sometimes these low involvement products are a product of impulse buying (Kotler & Armstrong, 2015). Buyer Behavior 9 In conclusion, (Sparks & Buckley, 2013) the simple consumer making decision model gives extensive and strong framework for anyone engaging in marketing business to use it as outline for the research of the customers they have and the ones to gain. The weaknesses in the model should be fixed as soon as they are realized. The assessment of the customers and the actual process should be highly regarded. The model is not a end of the beginning answer, but it can be used to consumers different recurring situations(Sparks & Buckley, 2013). This gives the customers the absolute fabulous opportunity! Marketers should learn ways of communicating with the customers in the myriad of phases in the purchase decision-making process (Mullen, & Johnson, 2013). They should have extensive understanding of the variety of the external as well as the internal influences .when communication ifs used carefully, the customer can be efficiently manipulated towards the companies offerings. This constitutes the ultimate purchase decision (Hanna & Hanna, 2013).The customers experience should be supported, (Sparks & Buckley, 2013)and monitored with giving it, the necessary reinforcement of the purchase. This encourages the repeat of purchase from the new users as well as the current ones (Sparks & Buckley, 2013). 10 Buyer Behavior References Best, R. (2012). Market-based management. Pearson Higher Ed. Claiborne, C. B., & Sirgy, M. J. (2015). Self-image congruence as a model of consumer attitude formation and behavior: A conceptual review and guide for future research. In Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference (pp. 1-7). Springer International Publishing. Cliquet, G. (Ed.). (2013). Geomarketing: Methods and strategies in spatial marketing. John Wiley & Sons. Galician, M. L. (2013). Handbook of product placement in the mass media: New strategies in marketing theory, practice, trends, and ethics. Routledge. Hanna, N., Wozniak, R., & Hanna, M. (2013). Consumer behavior: An applied approach. Kendall Hunt Publishing Company. Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education. Kardes, F., Cronley, M., & Cline, T. (2014). Consumer behavior. Cengage Learning. Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson Higher Education AU. Buyer Behavior 11 Lefebvre, R. C. (2013). Social marketing and social change: Strategies and tools for improving health, well-being, and the environment. John Wiley & Sons. McKenzie, J. F., Neiger, B. L., & Thackeray, R. (2016). Planning, implementing & evaluating health promotion programs: A primer. Pearson Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press. Mullins, J., Walker, O. C., & Boyd Jr, H. W. (2012). Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education. Niffenegger, P. B. (2013). Strategies for success from the political marketers. Journal of Consumer Marketing. Ryan, D. (2014). Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers. Solomon, M. R. (2014). Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: prentice Hall. Buyer Behavior 12 Sparks, B. A., Perkins, H. E., & Buckley, R. (2013). Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior. Tourism Management, 39, 1-9. Turnbull, P. W., & Valla, J. P. (Eds.). (2013). Strategies for international industrial marketing. Routledge.