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Running head: Buyer Behavior
Buyer Behavior
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Buyer Behavior
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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).
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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).
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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
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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).
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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
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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).
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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
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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).
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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).
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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).
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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).
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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).
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Buyer Behavior
References
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Cliquet, G. (Ed.). (2013). Geomarketing: Methods and strategies in spatial marketing. John
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marketing theory, practice, trends, and ethics. Routledge.
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