Buyer Behaviour Essays

5209 Words 21 Pages
Buyer Behaviour

1.0 Introduction

The purpose of this report is to analyse and evaluate the decision-making process consumers go through when purchasing health supplements and formal clothing. The objective is to compare the differences between the two processes and identify the implications each has on marketing strategy. This has been achieved through both secondary and primary research. The secondary analysis involved research using the textbooks and articles on health supplements and formal clothing and the application of relevant consumer behaviour concepts and theories.

This report will also thoroughly discuss, compare and report on the typical decision making processes likely to be followed by a selected target
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They may differ in their wants, resources, locations, buying attitudes and buying practices. Because buyers have unique needs and wants, each buyer is potentially a separate market. For example, in the health supplements market, the seller identifies market segments, and develops different health supplements products and marketing mixes tailored to each needs and wants.

Both health supplements and formal clothing are market which its’ products appeals to many buyers. Many people once in their life would have bought both products at sometimes during their life stages.

There is no single way to segment a market. In this report, students are selected under the occupation market segment as the target market.

The target market consists of students studying at universities.

3.0 Involvement

Consumer involvement is the perceived personal importance and interest consumers attach to the acquisition, consumption, and disposition of a good, service, or an idea. As their involvement increases, consumers have a greater motivation to attend to, comprehend, and elaborate on information pertaining to the purchase. (Mowen & Minor, 1998, p.64).

In the case of low involvement, consumer views a purchase as unimportant and regards the outcome of his or her decision as inconsequential. Because the purchase carries a minimal degree of personal relevance or identification, the individual feels there is little or

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