complex buying behaviour essay

Complex buying behaviour essay

There are two predominant types of buying: consumer buying, which consists of buying products for personal use, and organisational buying, which involves buying for organisational purposes.

Consumer buying behaviour is defined as the buying behaviour of final consumers, individuals and households who purchase goods and services for personal consumption (kotler et.

Of choosing this topic:for a marketer to satisfy customer needs efficiently and lucratively, understanding consumer behaviour is essential. Research into consumer behaviour allows the marketer to create target groups of people with common interests, values, beliefs and patterns of behaviour which will be discussed further in this proposal.

Variety-seeking buying behaviour

Once a market segment has been identified, marketers can research the target market more thoroughly and the marketing mix, product, price, promotion and place can be adjusted to ensure the product position is dissertation will identify the main factors influencing consumer behaviour patterns, particularly in textile retailing.

It will examine how buyer characteristics influence buyer behaviour and also how retailers react to such characteristics. In particular this proposal will look at the cultural factors, demographic factors and psychological factors that influence consumer buying. Also, it will investigate on different types of buying behaviour that helps to find how and why consumers make their purchase decisions.


It is vital to note that the purchase of a particular product does not always derive the same type of decision making behaviour (east, 1997: 19).

For example, an affluent businessman who enjoys collecting cars may not undergo complex buying behaviour as opposed to an average earning salesman who is buying a car for transportation order to achieve the objectives stated above, the research will utilise online survey and will consider the scope to which:- online community members share their views on buying;.

Comments made by third party and direct contact through an online community affect buying pattern;.

Comments received on different company websites affect buying , the research will utilise online database: mintel and emerald, and published material: books, articles on newspaper, magazines, or is no purpose at this stage to employ any company information for preparing the dissertation.

To whatextend the existing published material meets the dissertation intends to explore the knowledge of types and elements of buying behaviour that influence consumer buying behaviour such as cultural factors, demographic factors and psychological factors.

This will significantly assist the marketers to invade the competitive market and come out with fruitful relationship between different types of consumer buying behaviour with the level of consumer involvement and the degrees of differences between brands.

It helps the marketer to keep a better hold on the competing eaffects consumer behaviour in a variety of ways.


This makes it difficult for marketers to understand the link personality has with consumer behaviour (williams, k, 1981, pg.

3: topic refined to develop dissertation 5: collection of data and 6: analysis and interpretation of collected 8: final draft prepared - submission of this essay isn't quite what you're looking for, why not order your own custom management essay, dissertation or piece of coursework that answers your exact question?

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Powered by olark live chat n different types of buying decision behaviours and its effect on buying decision decisions are based on buying behaviour.


The type of buying decision impacts the marketing mix and the promotional mix for a product.

Highly involved purchase, for a product in which there is significant differences between the brands, requires the customer to exhibit complex buying behaviour.

Example – buying different packet of chips, to change the is the that kind of buying behaviour of customer where they don’t think much before buying the product and involvement in the decision making is very low.

Customer under this buying behaviour goes for the products which they are buying regularly and where they don’t give thoughts before buying it.

Example - the purchase of milk or bread in the nearby store is the example of habitual buying that we have looked at the influences that affect buyers, we are ready to look at how consumers make buying decisions.


Figure shows that the buyer decision process consists of five stages: need recognition, information search, evaluation of alternatives, purchase decision, and post purchase behaviour.

Clearly, the buying process starts long before actual purchase and continues long ers need to focus on the entire buying process rather than on just the purchase decision.

A woman buying her regular brand of toothpaste would recognize the need and go right to the purchase decision, skipping information search and evaluation.

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