Premium Essay

Buyer Behavior

In: Business and Management

Submitted By glamfab
Words 3468
Pages 14
COURSE GUIDE Semester 1 2014
Course Name and Code Campus Principal Instruction Mode Name and contact details of offering coordinator

MKTG 1052 Buyer Behaviour
Singapore Lectures and online support

Dr Kaleel Rahman School of Economics, Finance and Marketing RMIT University, Melbourne, Australia

Name / contact details of other relevant staff

Visiting lecturers: Dr Kaleel Rahman / Dr. Linda Robinson / Mr. Brian McCauley

Teacher guided hours Learner directed hours Course Description

36 108

Concentrating on buyers needs is fundamental to the marketing concept. The emphasis of this subject is to look more closely at the buyer, covering the factors effecting: • • • • •

why people make purchase decisions what products (goods and services) people buy how people go about the purchase process the frequency with which people purchase the buying decision process

It is crucial that practitioners are able to usefully apply these buyer behaviour concepts to their marketing programs. The increasing complexity, competitiveness and change in today’s markets require a marketing practitioner to have a thorough understanding of buyer behaviour theories and dynamics if they are to have a competitive edge.

MKTG 1052 BUYER BEHAVIOUR S1 2014 Course Guide


On completion of the course, students will normally be able to:
Learning Outcomes

• •

Develop familiarity with the theories of buyer behaviour in consumer markets. Enhance their abilities to appraise models of consumer behaviour and determine their relevance to particular marketing situations.

Enhance their abilities to input this knowledge in the marketing planning process, particularly in market segmentation, positioning, and marketing mix development.

Understand the impact of on-line technologies and societal changes to marketing


Similar Documents

Premium Essay

Buyer Behavior

...vacation the father may make the hotel reservations but others in the family may have input on the hotel choice. Therefore, understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. Consumer buyer behavior refers to the buying behavior of final consumers (individuals and households who buy goods and services for personal consumption). All of there final consumers combine to make up the consumer market. Customers go through a five-stage decision-making process in any purchase: 1. Need Recognition & Problem Awareness 2. Information Search Customers make purchases in order to satisfy needs. Some of these needs are basic and must be filled by everyone on the planet, example: food and shelter, while others are not required for basic survival and vary depending on the person. Sometimes in the consumer market people are involved in a purchase decision, example: in planning for a family vacation the father may make the hotel reservations but others in the family may have input on the hotel choice. Therefore, understanding consumer purchase behavior involves not only understanding how decisions are made but also understanding the dynamics that influence purchases. Consumer buyer behavior refers to the buying behavior of final consumers (individuals and households who buy goods and services for personal consumption). All of there final consumers combine to make up the......

Words: 308 - Pages: 2

Premium Essay

Buyer Behavior

...CRITERIA Use different theories to EXPLAIN the behaviour of the young towards luxury products. INTRODUCTION This report will analyse the behaviour of young adults towards luxury products. With the use of different theories the attitude, culture and behaviour of young adults will be studied. Two types of theories will be used including both psychological and sociological principles. A conclusion will follow the main body to help analyse, ‘the behaviour of the young towards luxury products’. MAIN BODY In the current society, many young people are often influenced by role models to always be part of the trend and the latest fashion. Big high street brands ensure that their designer labels are always on people’s minds when they are out shopping. The aim is to try getting young people to always buy luxury products. Luxury products are goods which are usually not considered to be essential and are associated with affluence. These products define a clear difference between the social class and the elite, and therefore there is a high demand for these products as many young people wish to be seen in the upper-class. A definition of luxury products has been shown below, ‘A luxury good is a good for which demand increases more than proportionally as income rises’ []. These products range from perfumes and jewellery to clothes and handbags. Luxury products are available throughout the world but the price paid for them is usually steeper than something from a......

Words: 551 - Pages: 3

Premium Essay

Buyer Behavior

...Despite the relative strength of Germany-based Adidas in Europe and weakness in Nike's flagship U.S. market, Nike has expanded its global lead over its rival over the past three years. Nike's 36 percent worldwide market share dwarfs the 21.8 percent share for Adidas, according to Sporting Goods Intelligence. Adidas has been consistently dragged down by the once-mighty Reebok brand, which contributes about 6 percent to its parent's total. The problem for Adidas is that, while it's staked out its turf as an official sportswear partner, Nike has more top athletes. They include Swiss tennis ace Roger Federer and Australian track star Craig Mottram, along with old standby basketball legends Kobe Bryant and LeBron James. Nike, Inc., an American corporation originally known as Blue Ribbon Sports or BRS was founded by Philip Knight, a track athlete at the University of Oregon, and his coach Bill Bowerman in January 1964.   Bowerman, who also attended the University of Oregon in his early days, and also achieved his career by winning two gold medals in the 1960’s Summer Olympics; he wanted to make his own pair of Nike shoes for him, but claimed they were Phil Knight’s, one of his athletes he was very proud of. By 1974, Nike Inc. was officially registered and became the new big thing with the millionaire dollar money slogan of “Just Do it”. Adidas is a multinational corporation based on European designs and manufacturers. It was founded in the year of 1948 by a man named Adolf......

Words: 742 - Pages: 3

Premium Essay

Buyer Behavior

...MK 4010 October 19, 2015 miderm This class has given me much insight on the behind the scene process that goes into making a person into a consumer. The topics in class are very interesting mix between psychology and marketing. The topic I enjoyed and agree with the most is how the consumer memory works. It was very interesting to learn about the different types of memory such as: sensory memory, short term memory, and long term memory. In marketing, it is imperative that your consumer encodes your brand into their long term memory, therefore, when it is time to make the purchase your product comes to mind. This can be done through low involvement learning such as jingles and package recognition or high involvement learning such as knowing product benefits and long message content. I can personally attest to seeing a product and immediately singing their jingle, because it has been learned and encoded into my memory. One theory I don’t completely agree with from class is the Maslow’s model of hierarchy of needs. After seeing the in class presentations, I felt like one more category could be added to the model of hierarchy of needs. I believe Maslow did a good job capturing a lot of our core values, but missed a core value that included pleasure and enjoyment. I would agree with the model more if it had a category for hedonic motives. As humans sometime we do something just for the intrinsic enjoyment and nothing more. Overall, this class has been very interesting......

Words: 273 - Pages: 2

Premium Essay

Analyzing Buyer Behavior

...ANALYZING BUYER BEHAVIOR FOR GRAVES ENTERPRISES DEVRY UNIVERSITY (KELLER GRADUATE SCHOOL OF MANAGEMENT) According to Kotler, A consumers buyer behavior is influenced by four major factors; cultural, social, personal, and psychological factors. These factors cause consumers to develop product and brand preferences. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target marketmarketers with clues to reach and serve consumers more effectively. When purchasing any product, a consumer goes through a decision process. This process consists of up to five stages: problem recognition, information search, evaluation of alternatives, purchase decisions and post purchase behavior. The length of this decision process will vary, ranging from a shorter routine response behavior, to limited problem solving and a more comprehensive extensive problem solving. A consumer may not act in isolation in the purchase, but rather may be influenced by any of several people in various roles. The number of people involved in the buying decision increases with the level of involvement and complexity of the buying decision behavior. Every individual is different from each other. One personal idea cannot be enough for the product’s success. Only strong research of consumer behavior in the bundle with innovative technologies would lead to the......

Words: 876 - Pages: 4

Premium Essay

Analyzing Buyer Behavior

...Analyzing Buyer Behavior MM520: Marketing Management Analyzing Buyer Behavior Graves Enterprises is a maker of consumer and commercial grade floor care products. Currently, Graves Floor Care Products are marketed at a price comparable to direct competitors in both markets. The products are also distributed through the same channels. Though Graves Floor Care Products are superior to the other floor care products with whom they are in competition with, there has not been any emphasis placed on this superiority that would make distributors and retailers choose Graves above the others. As the new Vice President of Marketing, I have been tasked with finding a way to make Graves Floor Care Products more marketable, hence increasing sales in both the consumer and commercial market. I have requested that my marketing directors review the various primary and secondary market research available in each of their areas. I have asked each of them to create a new marketing plan which would include their target markets, analysis of their primary competitors, a pricing position, and a distribution strategy. Their findings and my recommendations are summarized below. Research showed that the consumer products target market for Graves Floor Care Products is homeowners, age 29 – 59, with a household income of $75 -$150K. The products primary competitors are rented carpet steam cleaners, Kleen Floor Spray ‘n Vac and Kleen Floor Spot Cleaner, and those who do nothing to clean their......

Words: 1233 - Pages: 5

Premium Essay

Buyer Behavior in Imc

...Hind El Azhari Spring 2014 Integrated Advertising, Promotion and Marketing Communications Buyer Behavior Steps and issues associated with the consumer buying decision-making process: In marketing, it is important to understand the consumer’s needs and wants in order to be able to provide him with the best product possible, enhance its experience and fulfill its expectation to ensure satisfaction and hopefully loyalty. But, this understanding alone would be worthless without the comprehensive understanding of the consumer purchasing and decision making process. The consumer purchasing process is composed of five steps: * Problem recognition: that is the fact a person realizes that it has a certain issue or need that need to be satisfied. * Information search: that is the process by which the consumer is gathering information regarding the products or ways that might help him fulfill his or her needs or solve the problem according to some specifics (explained further in this paper). * Evaluation of alternatives: that the process of evaluating the value of the different possibilities at hand. * Purchase decision: that the act of selecting a particular brand/ product and make the actual purchase. * Post purchase evaluation: Determine whether the decision was right or wrong. Determine the level of satisfaction regarding the decision and the initial need or problem. It is important to highlight that two of those steps are relevant when......

Words: 2664 - Pages: 11

Premium Essay

Analyzing Buyer Behavior

...Introduction Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Today marketers can collect and analyze data about consumer behavior, one individual at a time; this is the relationship approach to marketing. This simulation is a great representation of learning the needs of the consumers in the male grooming industry.      Salon Makeover Realizing the growth potential of this market Arnold Stonewall has hired me to determine the business opportunities and analyze consumer behavior within this market. He has allotted $550,000 to execute a marketing plan. Data that was collected through surveys of men in the Brooklyn area and the information gathered from the male salon industry indicated that men want more services. The direction will take the barber shop into a barber spa. This barber spa concept is midrange in pricing and services which will keep the current customer base comfortable with minimal changes but also attract a new client base with spa-style treatments. Our competitive edge is a......

Words: 883 - Pages: 4

Premium Essay

A Problem with Price

...A Problem of Price This vignette is characteristic of what happens when buyers are asleep at the wheel. Sue Jones is a newly promoted buyer that is paying close attention to details of her new job. Sue finds that the companies that have bided in this process are all within about $50 of one another. The strange thing about thus is not the fact that the bids are so close but that the winning bid is not low enough. How does she get her cost down even lower? Sue should focus on the startup costs associated with the chemicals. Based upon her discussions with other companies, sue should see a reduction of at least between $750k-$850 dollars in the overall costs that is paid to Chicago Chemical. Chicago Chemical has already been producing the chemical for the past 5 years; therefore, there isn’t any startup costs associated with their production of the chemical. Because of this Sue should be able to reopen negotiations with them. The overall cost should be about $2.1M or $210 per barrel. The other bidders have already said that the startup costs re added into their bids. Chicago Chemical has been reaping too much profit at the expense of Prestige Plastic. One method that Sue could deploy would be to take the business away from Chicago Chemical or threaten to do so. Chicago Chemical would have to react to this demand from Prestige. Chicago would not be able to offer up huge disdain to this idea because this bid process is commercial in nature and not governmental. Because of......

Words: 367 - Pages: 2

Free Essay

Ebay Case Study

...these stores create additional revenue for the online giant. For buyers, eBay offers many choices by setting up comparisons of similar products’ prices and auction bidding function which increases the products’ value. Finally, eBay serves up third party advertising to its customers based on their product searches. 2. What potential contracting problems exist on eBay? Potential contracting problems with eBay exist within both the selling and the buying arenas. The most common problems that arise are when the products are not shipped or when buyers do not pay for items that they are contractually obligated to purchase. Naturally, fraud can exist in any big online market like eBay because it is difficult to sort through millions of transactions. Thus, eBay has set up a feedback system which allows users to rate their experiences with other students on the website. This feedback system has its own weakness because sometimes a seller or buyer could easily apply for more than one account and mislead users with fake reviews and ratings. However, eBay has made this much more difficult to do than it used to be. The auction system can be scammed in other ways too. Take deceptive sellers for example, who can disguise themselves as bidders to increase the price of their item are not satisfied with the bidding activity. Shipping is also always a potential problem. A fairly common occurrence is that buyers are not...

Words: 681 - Pages: 3

Premium Essay

Dixo Audio Systems

...benefits from establishing a JIT relationship with a buyer such as Dixon. Usually, such relationships are longer term, more cooperative, and with a small set of vendors. D&S will then have a more certain, steady demand for their product. They should also have more accurate forecasts further into the future. Besides these demand benefits, D&S could improve its production and distribution efficiency. Better knowledge of the size and timing of orders would allow them to plan operations more efficiently. As they are responsible for much of the ordering, they can better coordinate their operations with the order cycles. However, D&S does have some reasons to be concerned also.. The relationship shifts supply responsibility to D&S. The guaranteed business would be at risk if D&S were to forecast or perform poorly. Further, the responsibility for placing orders in now a D&S paid employee. 2. Identify the pros and cons of a JIT relationship from a buyer’s point of view. A buyer, such as Dixon, can obtain many relationships from a JIT relationship with a supplier. Order timing becomes the responsibility of the vendor. Quality should improve and deliveries should become more reliable. Through better coordination, the supplier’s costs should improve, which may eventually be reflected in their price. Buyers often have several concerns of such an arrangement. For one, seldom does a supplier have only one customer in a market. Buyers worry that sensitive information,......

Words: 458 - Pages: 2

Free Essay

Porters 5 Forces

...threat of new entrants in the industry would be Low. Bargaining Power of Suppliers Suppliers play a role in the industry as providers of major goods like handsets that are subsidized for the carriers for their customers. Prices in that regard remain relatively similar across the competition. Companies maintain relationships with upstream suppliers to remain successful in the industry, which does gives suppliers some power in the industry. Other costs are relatively similar across the industry for the top companies in terms of usage and customer base, as well as in-house equipment. Overall the bargaining power of suppliers in this industry would be Medium. Bargaining Power of Buyers The buyers sector of the industry is heavily dependent on price sensitivity, which is high in the industry. Buyer subscriptions and volumes have been...

Words: 419 - Pages: 2

Premium Essay


...Careers within Styling and Editorial Claire Ginzler - Stylist - Freelance Works across a range of projects: • Fashion Styling for Editorial/Advertising campaigns. • Fashion Styling for the Catwalk. • Fashion Consultation – Private Clients. • • Creative Director of On/OFF • • Magazine editor A day on the life of… • As London Fashion Week kicks off, follow market editor at British Vogue, Emma Elwick-Bates as she prepares for a photo shoot and represents Vogue at Fashion's Night Out. • Different types of Magazines and their target markets. A Range of Roles within the Editorial: • • • • • • Editor in Chief Editors Assistant Market Stylist/Editor Creative Director Promotions Editor Magazine Assistant to Editor Typical work activities: • Editorial assistants perform a range of administrative and editorial tasks necessary to get publications published. • They act as the liaison for the many people involved in the publication process, from the receipt of copy from authors through to the handover to production staff. • You will need to network and build contacts. Alyssa Reader, 24, is the assistant to Amy......

Words: 1556 - Pages: 7

Free Essay


...20 dollars spent on new cars last year. The company even turned a profit. If you think car dealers are a pain, try working with car buyers. If buyers see the stereotypical dealer as a hustler who is partial to false promises and esoteric pricing, the dealer sees the typical customer as a grouchy opportunist who will dicker for an entire afternoon, then take a quote down the street to see if a rival dealer can beat it. A service that aims to please both of these groups might seem like a dubious business model. But Autobytel, a seven-year-old online car-buying referral service, has mastered the balancing act. Generating roughly $17 billion in car sales annually – or 5 percent of total U.S. volume – Autobytel’s network embraces 8,800 dealers, 10 million customers, and four Web sites:,,, and It is nearly twice as large as its nearest rival, Microsoft’s Autobytel’s secret to success it that it makes life easier for dealers rather than trying to replace them. Customers who want an Autobytel referral must disclose their names, addresses, and payment method; in return, they get a price quote from a local dealer. To separate tire-kickers from serious buyers, Autobytel’s proprietary 26-step screening process verifies everything from area codes to the age of each potential buyer. Historically, dealers close about 12 to 15 percent of the leads they receive from Autobytel, as opposed to a 10 percent rate......

Words: 363 - Pages: 2

Premium Essay


...suppliers | How inportant are specific suppliers inputs | how likely are suppliers to forward intergrate | how easily can organisations in the industry switch suppliers | what is the proportion of the cost of the suppliers products relative to the total cost of the industry product or service | Is information about the suppliers product easily avaliable | how profitable are the suppliers? | | | POWER OF BUYERS -STRONG | | How concentrated are the buyers in the industry? Is distribution controlled by a few important outlets | Are there alternative channels of distribution | what impact does the product or service being purchased by the buyer have on their business? | How likely are buyers to backwards intergrate? | How easy or difficult is it for buyers to switch to alternative suppliers? | How important are industry volumes to buyers? | What is the porportion of the cost of the industry product being purchased relative to other products and services the buyers buy? | How profitable is the buyer? | How easliy can the buyer access information about the industrys products and...

Words: 424 - Pages: 2