Essentials of Marketing

9  Consumer and Buyer Behaviour

DOI: 10.4324/9781003170891-13

LEARNING OBJECTIVES

• ‣ To assess the role of consumer behaviour in marketing
• ‣ To evaluate how the characteristics of the buying situation influence consumer behaviour
• ‣ To understand how social, psychological, and personal drivers affect an individual’s buying behaviour
• ‣ To explain the process by which consumers make buying decisions
• ‣ To highlight the basic differences between consumer behaviour and organisational behaviour

Introduction

We think of marketing as the activity and process for creating, communicating, delivering, and exchanging offerings that have value for customers and satisfy their needs. It goes to say that customer behaviour consists of customers’ actions ...