buyer behavior

Examples of buyer behavior in the following topics:

• Types of Buying Decisions

  • Buying decisions are based on buyer behavior.
  • Consumer behavior and business behavior can differ because their buying processes are different.
  • Consumer products are often advertised on television in a way that tries to create an emotional tie with the buyer.

• Social Behavior of Consumers

  • Extensive research is often used to understand what appeals to buyers: colors, thought triggers, images and sounds; all of these factors address psychological buying behaviors.
  • Societal buying behavior incorporates identification and suggestion to prompt a specific buyer behavior.
  • Situational buying behavior involves a specific scenario or event that pressures a buyer to purchase product.
  • Perhaps it is the fact that peers have bought the same product, or a certain product has become a "status symbol. " Whatever the reason buyer behavior is often impacted.
  • Recognizing the intersection between social behavior and web technologies is imperative for brands looking to advertise products and services that are relevant to buyers.

• The Marketing Exchange

  • Buyers also have personal policies and objectives that guide their responses in an exchange.
  • Unfortunately, buyers seldom write down their personal policies and objectives.
  • This is the mystery, or the "black box," of buyer behavior that makes the exchange process so unpredictable and difficult for marketers to understand.
  • One such technique to understand this consumer behavior is known as perceptual mapping, which is a technique that uses diagrams in an attempt to visually display the perceptions of consumers.
  • Two of the key questions that a marketer needs to answer relative to buyer behavior are:

• B2B vs. Consumer Marketing: Similarities and Differences

  • Whereas emotional factors play a large role in B2C purchases, B2B purchasing decisions tend to be less emotional and more task-oriented than consumer buyer markets.
  • While consumer marketing is aimed at large groups through mass media and retailers, the negotiation process between the buyer and seller is more personal in business marketing.
  • In contrast, B2B marketing can include numerous meetings between the seller and buyer before a transaction occurs.
  • As a result, confidence and trust are gradually built between the seller and buyer over a period of time.
  • Different aspects of the promotional mix can be easily personalized due to the relationship between a B2B salesperson and the individual buyer.

• Lifestyle

  • In consumer marketing, lifestyle is considered a psychological variable known to influence the buyer decision process for consumers.
  • The Black Box Model is related to the Black Box Theory of Behaviorism, where the focus is set not on the processes inside a consumer, but the relation between the stimuli and the response of the consumer.
  • The buyer's "black box" contains the buyer characteristics (e.g., attitudes, motivation, perception, lifestyle, personality, and knowledge) and the decision process (e.g., problem recognition, information research, alternative evaluation, purchase decision, and post-purchase behavior) which determine the buyer's response (e.g., product choice, brand choice, dealer choice, purchase timing, and purchase amount).
  • The Black Box Model considers the buyer's response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem.
  • Increases in sedentary behaviors such as watching television are characteristic of a sedentary lifestyle.

• Buying Situations

  • For consumer brands, the buyer is an individual.
  • Not only is the seller required to meet the buyer numerous times, but the buyer may ask for prototypes, samples, and mock-ups.
  • Buyers go though three stages of the buying process, which include:
  • Buyers move in and out of each stage.
  • Firms need to be prepared to engage buyers throughout the cycle.

• Organizational Objectives

  • One strategy does not fit all, so adopting a pricing strategy is a learning curve when studying the needs and behaviors of customers and clients.
  • Perceived alternatives can vary by buyer segment, by occasion, and other factors.
  • Switching costs effect – The higher the product-specific investment a buyer must make to switch suppliers, the less price sensitive that buyer is when choosing between alternatives.
  • Price-quality effect – Buyers are less sensitive to price the more that higher prices signal higher quality.
  • Expenditure effect – Buyers are more price sensitive when the expense accounts for a large percentage of buyers' available income or budget.

• Purchase Behavior

  • Notable differences exist in the purchase behavior of B2B versus consumer marketing due to the length and complexity of B2B transactions.
  • Commitment times are also longer, as B2B buyer-seller relationships can extend over the lifetime of the product or service delivery period.
  • Predicting customer purchase behavior also allows B2B companies to segment industrial markets.
  • Additionally, measuring strategic data relevant to the buyer's target audience and overall marketing strategy is challenging due to the long and complicated progress of doing B2B transactions.
  • Identify the unique characteristics of B2B purchase behavior and how it influences B2B marketing tactics

• Post-Purchase Behavior

  • Post-purchase behavior is when the customer assesses whether he is satisfied or dissatisfied with a purchase.
  • Post-purchase behavior is the final stage in the consumer decision process when the customer assesses whether he is satisfied or dissatisfied with a purchase.
  • Cognitive dissonance, another form of buyer's remorse, is common at this stage.
  • This approach could help influence or alleviate feelings of cognitive dissonance or "buyer's remorse" following a product purchase.

• Purchase Influences

  • Similar to consumers, B2B purchase influences encompass different variables that affect business customers' buying behavior.
  • Customer behavior study, which is based on consumer behavior, is helpful in analyzing how B2B sales and marketing activities reinforce the purchasing behavior of B2B customers.
  • Unlike consumer buyer markets, business customers are less emotional and more task-oriented during the buying and decision-making process.
  • Quality, price, and delivery mechanisms, rather than emotional motives, tend to dominate the purchase decisions of B2B buyers.
  • Customer testimonials, trade reviews, and industry analyst firms are all resources B2B buyers use to determine whether these factors are in line with the reputation and performance of B2B sellers.