Business Essay

Through knowledge of customer buying behaviour; marketing managers can learn to manipulate customers to purchase their product. This statement is correct because understanding customer choice is one of the most important things in marketing. Psychological influences are influences within an individual that affect his/her buying behaviour. These influences are important for a market to research in order to understand the buying behaviour of customers.

Perception is the process through which people select, organise and interpret information to create meaning. What an individual perceives may be very different from reality; people see and hear the same things differently. For example a customer could perceive the product to be an achievement and the other customer perceives it as a fail. It is quite difficult for a business to please all customers though market managers are extremely aware that they must create a positive and favourable perception about the product in the mind of the customer. The image that is being perceived is important therefore a business must market the product in the best way possible in order for customers to react positively. A motive is the reason that makes an individual do something. The main motives that influence customer choice include comfort, health, safety, ambition, taste, pleasure, amusement, cleanliness and the approval of others. A customer’s attitude is how they feel overall about the product. This is an important factor because the business must understand how to keep a positive image on the product in order to intrigue customers. When a business understands the motive and attitudes of their customers they are successful in creating products to suit their needs. Customers have direct experience of many new products when they do, they are also learning. Learning refers to changes in an individual’s behaviour caused by information and experiences. To market products successfully a business must assist customers to learn about