Buyer Behaviour

Introduction
Marketers should understand consumer behaviour because it is a very vital component of marketing and an important consideration when constructing a marketing plan. Understanding consumer behaviour helps marketers to improve their strategies because it gives them a much stronger insight in order to develop a strong campaign. (See, 2013) It enables you to gain a general idea of how the consumer feels, thinks and decisions they make and also why they would choose a certain product/service. When obtaining this information it allows marketers to be more efficient when making products or services that will be in demand whilst providing strategies to present the product and make it more aesthetically pleasing to the intended target audience. (Goessel, 2010)
The consumer who I have chosen is a well-groomed male in his late 40’s who has come from an upper-class background in the midlands. After divorcing from his wife, he is now looking for a two-bedroom accommodation in the Hatfield area in order to be close to work. The consumer works as an area manager for Sports Direct in the Hertford Region after recently being promoted from being a retail manager. His hobbies involve cooking new things on his days off, as he is heavily influence by Gordon Ramsey and watches MasterChef on a regular basis. The individual has just come out of a long term marriage and after long deliberation; he has finally decided where he will now accommodating. The consumer has recently purchased a broken down terrace house in Cunningham Avenue vacated by fellow upper-class personal. After taking various cooking courses and qualifying for an Institute of hospitality degree, he is planning to quit Sports Direct and turn his 275x300 square feet kitchen area into an open traditional heritage grill. (Yuarong, 2012)
The Characteristics that affect Consumer Behavior
Cultural
There are several characteristics that affect the consumer’s behavior when purchasing a product or service which

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