Buyer Behaviour Essay

3450 Words Sep 24th, 1999 14 Pages
"Working women buy products and services essentially the same as non working women."

INTRODUCTION 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) Buyer behaviour 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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The working woman will more likely be earning a salary/wage than the non working which then puts them into different social group. Because of the money being earned this again changes the lifestyles, behaviour and attitudes of the non working female.

The significance of reference group to buying behaviour varies depending upon the product or service, i.e. whether it is a necessity or luxury. Reference groups can be segmented into different categories, primary references will include immediate families, close friends and work co-workers. This group is particularly important when are purchases are made that will affect other members of the family such as holidays are booked. Secondary reference groups are those who we have formal contact with such as religious organisations, trade unions. (Runyon, K.E, 1980) Women change as consumers, as they have move through different stages of the lifecycle. The way they buy, and use products, read, watch and listen to media is affected by whom they live with, i.e. if there is a partner, children or single. Harvard Business Review (1978) Familiy background will also affect buying decision. This includes political views and how education is valued. It can be assumed that a working woman

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