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"Buyer Behaviour"
Buyer Behaviour
Chad Boger
What is buying behaviour? This is the question that needs to be answered if a marketing professional is hoping to understand the behaviour of their market. Buyer behaviour is the decision processes and acts of people involved in buying and using products. Marketing professionals need to understand why customers make the decisions they make, What factors influence consumer purchase? And the changing factors in our society.

Every consumer can be categorized into one of four groups of consumer buying behaviour.

Routine Response/Programmed Behavior- are purchases of products and services frequently used often these are low cost items. They need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision-Making- is buying product occasionally. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement-is the purchase of products, which the consumers are unfamiliar with these products or services are often expensive and are infrequently bought products. A High degree of risk is associated with many of these products. Examples include cars, homes, computers, and education. A lot of time is spent seeking information and deciding upon the purchase of the product.

Impulse buying- is where consumers purchase products or services unplanned, they are buying because it is either attractively presented or conveniently located products.

The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next. For example: Going out for a night on the town for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for going out, whether it is a birthday party, or a meal with a couple of friends will also determine the...

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