Buyer Behavior Buying Behavior of

Buyer Behavior Buying behavior of the activities in respect of the processes in decision-making and acts of the people associated with purchasing and using of the products. The companies as an approach to its marketing process is required to be aware of the facts as the reasons of buying by the consumers, factors influencing the consumer purchases, the variable factors in our society.

The significance of the study of the buying behavior stems from the fact that the responses of the buyers with reference to the marketing strategy greatly influence the success of the firm. The companies find it worthwhile to analyze the what, where, when and how consumers purchase in order to lay emphasis on the creation of a marketing mix as a part of their marketing strategy. Through this analysis only it is possible for the marketers to predict the way the consumers will react to the marketing strategies.

(Chapter 6 Class Notes: What is Consumer Buying Behavior?) The process of the buying decision of the consumers are identified to have six stages the actual purchasing being only one stage of the process. The first stage of the process is detected to be problem recognition. First of all it is essential to be aware of the necessity of the product. The marketing process affords to stimulate the necessity of the product through product information. Secondly the information search is the next stage in the buying process.

The effective information quest entails the buyers the probable alternatives. Third stage involves the evaluation of alternatives and substitutes. With framing of the alternatives and ranking the marketers try to influence the consumers. The fourth decision is to purchase that is based on selection from the various alternatives available with reference to the product, package, store, method etc. The fifth stage involves actual purchase. This stage is influenced by the time lag between the actual purchase and the decision to purchase and product availability.

The sixth stage involves post purchase evaluation. The consumers evaluate whether the right decision is made in this regard or not. This stage is influenced by the after sales communication, assurance of warranties etc. The level of involvement in purchase decision and the reason behind motivation for quest of the product information in respect of some brands instead of others influence the category of the consumer buying behavior. Four types of the consumer buying behavior have been identified.

The first one is Routine Response / Programmed Behavior, which is apparent involving the purchase of the low cost items entailing little search of the information and decision effort, and involves automatic purchase. The second type is associated with limited decision-making that involves occasional purchases. This is associated with the purchases of unfamiliar brands in a familiar product category.

(Chapter 6 Class Notes: What is Consumer Buying Behavior?) The third type associated with extensive decision making associated with purchase of the unfamiliar, expensive and/or infrequently bought products that involve high level of economic, performance and psychological risks. The fourth category involves the stage of impulse buying. However, it is pertinent to note that the buying of the same product does not always entail the same buying behavior. The consumer while making buying decisions is mainly influenced by personal, psychological and social factors.

The purchase is greatly influenced by demographic elements like, sex, race, age etc. Besides it also influenced by the fact as to who is the decision-making authority in the family. There are variations in the purchase decisions made by young people than the older people. The psychological factors incorporate the internal driving factor that steers the activity of a person in respect of fulfilling an objective. Actions are influenced by a group of objectives not just a single one.

When the marketers can detect motives then they can develop the marketing mix. The perception of the consumers to select, organize and interpret information inputs to generate meaning also influence the buying behavior. The perception of the consumers is determined by the selective exposure, selective distortion and selective retention. The psychological factors also include the ability and knowledge, attitudes, personality lifestyles etc. Opinion leaders, family of the consumer, reference groups; social class and culture are taken as social factors also affect the needs of the consumers, learning's, motives etc.

Since the same person plays different roles like Husband, father, employee, employer etc. marketers feel it essential to regularly update the information as and when necessary. (Chapter 6 Class Notes: What is Consumer Buying Behavior?) The consumer trend is rapidly changing in response to the development of technology, the progressive social diffusion, instantaneous communication and more willingness to accept and due to the inescapable new ideas. As Marita Wesely Clough points out when everything is accessible instantaneously, the capability of assimilating and to differentiate and select is very difficult.

The trends and countertrends are often observed to be cyclical as they counteract the positions on generations on priority scales. To illustrate the intention to work harder, attainment and acquisition may be substituted by a kind of emotional exhaustion, an intention for respite that be may be supplemented by a necessity to keep up with Joneses that may result in inclinations towards availing more leisure.

The counter trend for this now is the inclination towards working harder so as to earn more for enjoyment is being replaced by the necessity to work less to find the surplus times for enjoyment. The trend of working harder always is being substituted by the new trend of 'enjoying the time of life'. (12 Consumer Trends and Counter Trends) There is a structural change in family and the trend is towards morphing culture. The present trend is towards increasing optimism. All such cultural.