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Buyer Behaviour - College Essays

Buyer Behaviour


“Working women buy products and services essentially the same as non working women.”
Consumer behaviour can be defined as “the acts of individuals directly involved in obtaining and using economic and services, including the decision process that precede and determine these acts.” (Engel et al, 1968, p 5)
refers to “the acts of individuals directly involved in the exchange of money for economic goods and services and the decision process that determined these act. “(Engel et al, 1968, p 5).
Both consumer and buyer behaviour differ amongst the population as people have different wants and needs. Therefore it is untrue to say that ‘working women buy products and services essentially the ...

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because of many influences. Some are external due their social environment. What they do with these social stimuli involves a psychological process that differs from each other. These social influences and internal processes may evolve into a decision by the consumer to make a purchase or not. (refer to table 1). (Engel et al, 1968). As both groups possess different characteristics, it is necessary for marketers to understand that they will have different wants and needs.

Table 1. Factors influencing behaviour


Personal Psychological Cultural Social

 Age & Lifestyle Motivation Culture Reference groups
 Occupation Perception Subculture Family
 Economic Learning Social class Roles & status
 Personality Beliefs
 Self concept Attitudes




Cultural

Engel et al, (1968) suggest that culture refers to the unique patterns of behaviour and social relations that characterises and distinguishes it from other ...

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same. (Runyon, K.E 1980). Working women may spend their money on socialising i.e. with friends etc. whereas a non working woman may have children and therefore spend much money on the family

Social class differences are variations in life-styles, in values, interpersonal attitudes and self perception. These differences influence consumer behaviour, shopping patterns, and effective communications.

Therefore marketing practitioners should understand that social class should be considered as a variable when may be helpful in developing strategies of product differentiation and market segmentation, however this does depend on the type of product itself the patterns of usage and ...

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PAPER DETAILS
Added: 11/25/2006 01:56:46 AM
Category: Miscellaneous
Type: Premium Paper
Words: 3285
Pages: 12

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