Understanding & Researching Consumer Buyer Behaviour

Understanding & Researching Consumer Buyer Behaviour Essay example
Masters
Essay
Marketing
Pages 8 (2008 words)
Download 0
For the last half century, researchers in consumer behaviors have attempted to create a comprehensive definition of impulse buying. The earliest studies conducted on the subject stemmed primarily from the retailer and managerial interests…

Introduction

Understanding & Researching Consumer Buyer Behavior

However, it is vital to take note that local market situations, exchange systems, as well as certain cultural aspects, play a significant role in how consumers perform impulse behaviors. This paper will examine the nature of impulse buying, describing the how marketers can incorporate knowledge of customers’ impulse buying tendencies to their marketing strategies. Nature of Impulse Buying Behavior Impulse buying is essentially unreflective behavior that fails to conform to the rational, well-thought decision making standpoint in terms of consumer buyer tendencies or actions. The process of impulse buying is an extremely complex goal process that centers on reaction and emotion as its primary driving forces. This is largely because consumers engage in the process of impulse buying without engaging in concrete thoughts regarding their actions or conducting an evaluation of their intended deeds. According to Rook (116) consumers engaging in impulse buying are unlikely to consider the implications or think carefully and logically prior to making the purchase. The attention of such consumers is channeled towards the immediate gratification inherent in responding to the desire or urge to make the purchase instead of identifying and solving a preexisting issue or finding a product to fulfill a predetermined need. In addition, consistent with other forms of impulsiveness, impulse buying is also immediate, meaning that the process occurs in the span of several minutes and is not premeditated. ...
Download paper
Not exactly what you need?

Related papers

Buyer behaviour
One of the main reasons of this report is to study how this advertisement campaign slogan has helped in boosting the organization’s sales and whether it has been effective (John, March 21, 2002). To do this one will have to identify who the slogan is aimed at, what products are offered by the organization, when the product is in use, the positioning of the advert and lastly why the slogan is so…
Consumer Buyer Behaviour and Organisational Buyer Behaviour
The consumers are observed to usually undergo a psychological course of action while making purchase of products. This particular course of action is frequently regarded as “consumer buying process”. The buying process of the consumers entails few different stages while arriving at a final purchase decision. The ‘consumer buying behaviour’ is explained to be the buying of the products for…
Buyer and Consumer Behaviour: Measuring and Interpreting Brand Performance
It can be said that operating in repertoire market requires focusing on light users along with concentrating on existing heavy users. This will help in creating a long term impression and value in the business environment. The second part of the discussion talks about awareness and salience where three questions over brand salience and top of the mind impression has been discussed. It is important…
buyer behaviour
The brand was also listed as the #1 company in the world by Forbes.com in June 2012. The rankings were based upon aspects such as people’s willingness to buy, recommend, work for, and invest in a company which is 60% driven by the perceptions of the company and only 40% by the perceptions of their products. The Target Audience/Market Segment: The ad, in this context, is designed for the market…
Buyer Behaviour
Buyer Behaviour Name Professor Class Date University 1. Fisbein Analysis of Online downloadable film services a. Based on the research rating information given above construct an Attitude toward the Object (Fishbein) analysis for each of the movie download services. Please note that a good answer to this question should contain a discussion about the Extended Fishbein model and also a critique of…
Buyer Behaviour The Consumer DecisionMaking Process as it relates to Replacing a Laptop Computer
Williams is a self employed 30 years old online businessman. Since he is working in the online business sector, he greatly depends on his laptop. Recently, his 2 year old child crushed his laptop and hence many of its functions have been lost. Now Williams wants to purchase a new device replacing his broken laptop. Since he needs to travel around the globe as part of his job, mobility is…
Buyer Behaviour: The Consumer Decision-Making Process as it relates to Replacing a Laptop Computer
Surveying the customer base, as well as retaining information from social media, customer service reports, will all provide our company with trends of what our customers and consumers in general, are looking for in regards to communication devices (Oracle, 2012). Not only can we help our customers through this process of determining what they like in their current products, we can also tailor…