The Importance Of Buying Behavior

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;

It would be important

to realize that all these factors relating to buyer behavior are because of motivation, personality

and perception (Chandrasekar, 2010; Dahlen and Lange, 2008; Talloo, 2007). The aim of this

study is to establish the reason why customers give varying feedback after purchase of goods or

services.

1.2 Background to the study

All companies aim at establishing the external impacts on their business, as they seek to analyze

how well they can enhance a positive response to emerging challenges. The information

gathered from (Kayumi, 2014; Bowhill, 2008; Webster and Williams, 2010), suggest that socio- political, economic, technological, ecological and legal factors are important tools to analyze

BUYER BEHAVIOR

these external influences. These factors are intertwined with consumer tendencies towards

product and service use. To understand frequent shifts in customer preference to products and

services, companies must appreciate the role played by consumers’ psychological, physical and

even economic needs (Dahlen and Lange,

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 buyers.

ii. To find out why customers give feedback after they purchase products or use services.

iii. To determine the factors that influence buyer behavior.

iv. To establish the impact of buyer behavior on businesses.

v. To find out how businesses collect customer views.

1.6 Research questions

a) Why do customers give feedback after they purchase products or use services?

b) How is the after service feedback important?

c) How does the after service feedback affect the business?

d) What factors influence the type of feedback customers provide?

e) How do organizations identify customer feedback?

f) What challenges do businesses encounter in analyzing consumer