Buyer Behavior: Typical Decision Making Processes
AUCKLAND UNIVERSITY OF TECHNOLOGY
BUYER BEHAVIOR
486670
Individual Research Report
on the typical decision making processes likely to be followed by a selected target segment for the purchase and use of the following two product categories
Battery and Book
Lecturer: Laurie Piggott Completed by: Student Number:
TABLE OF CONTENTS
1.0 INTRODUCTION 1
2.0 TARGET MARKET PROFILE 2
3.0 MODELS OF BUYER BEHAVIOR 3
4.0 RESEARCH FINDINGS 4 4.1 AA Batteries 4 4.1.1 Level of Purchase Involvement 4 4.1.2 Problem Recognition 4 4.1.3 Information Search 5 4.1.4 Outlet Selection 6 4.1.5 Evaluation of Alternatives 7 4.1.6 Purchase 7 4.1.8 Post Purchase Behavior 8 4.2 Children Books 9 4.2.1 Level of Involvement 9 4.2.2 Problem Recognition 9 4.2.3 Information Search 10 4.2.4 Outlet Selection 11 4.2.5 Evaluation of Alternatives 12 4.2.6 Purchase 12 4.2.7 Post Purchase Behavior 13
5.0 CONCLUSIONS AND IMPLICATIONS 14
6.0 RECOMMENDATIONS 16
7.0 REFERENCES 21
8.0 BIBLIOGRAPHY 22
9.0 APPENDICES 24 Appendix A: Models of Buyer Behavior Appendix B: Description of the Segment’s Lifestyle Appendix C: Interviews Appendix D: Secondary Research: AA Batteries Appendix E: Secondary Research: Children Books Appendix F: Store Reports
1.0 Introduction
The present study describes the typical decision making process followed by a selected target segment for purchase and use of the following two categories - battery and book. The research is conducted in order to identify the characteristic purchase behavior of a particular segment, what factors affect decision making in each stage, and how marketers can implement the findings in their development of various
BUYER BEHAVIOR
486670
Individual Research Report
on the typical decision making processes likely to be followed by a selected target segment for the purchase and use of the following two product categories
Battery and Book
Lecturer: Laurie Piggott Completed by: Student Number:
TABLE OF CONTENTS
1.0 INTRODUCTION 1
2.0 TARGET MARKET PROFILE 2
3.0 MODELS OF BUYER BEHAVIOR 3
4.0 RESEARCH FINDINGS 4 4.1 AA Batteries 4 4.1.1 Level of Purchase Involvement 4 4.1.2 Problem Recognition 4 4.1.3 Information Search 5 4.1.4 Outlet Selection 6 4.1.5 Evaluation of Alternatives 7 4.1.6 Purchase 7 4.1.8 Post Purchase Behavior 8 4.2 Children Books 9 4.2.1 Level of Involvement 9 4.2.2 Problem Recognition 9 4.2.3 Information Search 10 4.2.4 Outlet Selection 11 4.2.5 Evaluation of Alternatives 12 4.2.6 Purchase 12 4.2.7 Post Purchase Behavior 13
5.0 CONCLUSIONS AND IMPLICATIONS 14
6.0 RECOMMENDATIONS 16
7.0 REFERENCES 21
8.0 BIBLIOGRAPHY 22
9.0 APPENDICES 24 Appendix A: Models of Buyer Behavior Appendix B: Description of the Segment’s Lifestyle Appendix C: Interviews Appendix D: Secondary Research: AA Batteries Appendix E: Secondary Research: Children Books Appendix F: Store Reports
1.0 Introduction
The present study describes the typical decision making process followed by a selected target segment for purchase and use of the following two categories - battery and book. The research is conducted in order to identify the characteristic purchase behavior of a particular segment, what factors affect decision making in each stage, and how marketers can implement the findings in their development of various
References: Class Notes (2003). Grocer’s Review. (2002). Products and Promotions. Retrieved September 20, 2003 from the World Wide Web: http://www.grocersreview.co.nz/ archives/ sep02_7.htm FMCG. (2002). Category Focus. Retrieved September 23, 2003 from the World Wide Web: http://www.fmcg.co.nz/archives/arch4.htm FMCG. (August, 2003). New products and Promotions. FMCG, p. 90 Neal, Quester & Hawkins. (2002). Consumer Behavior - Implications for Marketing Strategy. (3rd ed.). McGraw-Hill/Irwin. Todd, S., Lawson, R., Jamieson, T. (2000). A Consumer Lifestyle Study. Ottago University.