Critical Analysis Of Buying Behavior

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According to Kumar (2010), buyer behavior refers to a branch that deals with the stages a consumer goes through in the process of making a decision whether or not to purchase goods or services for his end use. In Kumar (2010)’s view, such behaviors may occur either in a group or to individuals. Before a buyer goes ahead to purchase any good or use certain services, he must first consider its suitability and his taste for the same. Many factors determine a consumer’s willingness to use a certain product or service. These include psychological concerns, family issues, taste, and preferences. (Talloo, 2007; Bose, 2012; Ranju and Trehan, 2012) Buying behavior amongst consumers comes in four categories: routine response; limited decision-making;…show more content…
This is owing to ignorance of consumer pleas and failure of organizations to acknowledge the need to conduct research on their clients to understand what their society, families, peers and personal factors demand of them. This research therefore aims at unravelling the mystery behind certain consumer tendencies and their affinity to specific product brands and not others. Some companies as the Coca-Cola Company, a global non-alcoholic beverage manufacturer and retailer based in Georgia, United States, have gone an extent of undertaking a critical analysis of marketing communications (Kumar 2010; Ranju and Trehan, 2012; Chandrasekar, 2010). The project is also motivated by the desire to analyze the impact of customer behavior on business enterprises and perhaps suggest measures to curb the bottlenecks arising from the failure by companies to consider the factors influencing such behaviors. BUYER BEHAVIOR 1.5 Aims and objectives of the study The main objective of this study is to search and analyze why customers give feedback after their purchase of products or use of services. To achieve this, the following are sub-objectives that will be dealt with: i. To identify the after-service feedback of…show more content…
f) What challenges do businesses encounter in analyzing consumer behavior? 1.7 The relevance of the study The study of consumer behavior is relevant to modern business today considering the perpetual change of lifestyle by individuals in society. In order to move with the current trends and fashion, businesses must therefore engage in constant research to identify the choices of their clients. In Talloo (2007), Bose (2012) & Ranju and Trehan( 2012)’s view, purchase decisions connect to the measurement of consumer’s involvement. The survey, conducted by Dahlen and Lange (2008) showed that the most important factors biasing purchase groups of commodities are traits of products and the quality in the view of the buyer. To understand this, therefore, it would be of great significance to undertake a study on the factors that contribute to certain consumer behaviors. Businesses do not function merely through selling of products and services. However, many other factors contribute to their success, among them is how well they understand consumer behavior. It is no surprise that in the establishment of business, the first step is to undertake
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