consumer buying behaviour special reference to acon

1. Introduction Consumer-buying behavior according to Kotler (2004, p.601) is defined as “The buying behavior consumers – individuals and households who buy goods and services for personal consumption.” the term ‘consumer’ can be described as a person who acquires goods and services for self satisfaction is often used to describe two different kinds of consuming entities: the personal consumers and the organizational consumers. The personal consumers buy goods and services for his/her own use. In this context the goods are bought for final use by individual, who are organizational consumers, encompasses for profit and not for profit business, government agencies, institutions, all of them must buy products, equipment and services in order to run their organization.
What is Consumer Buying Behavior? Definition of buying behavior Buying Behavior is the decision processes and acts of people involved in buying and using products.
Need to understand: why consumers make the purchases that they make? what factors influence consumer purchases? the changing factors in our society.
Definition of buying behavior
Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great impact on the firms success.
The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
Types of Consumer Buying Behavior
Types of consumer buying behavior are determined by:
Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.
Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores