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1CONSUMER BUYING BEHAVIOUR3 11Introduction3 12Types of Consumer Buying Behaviour3 13The Consumer Buying Decision Process4 14Personal factors influencing the buying decision process5 15Psychological factors influencing the buying decision process6 16Social factors influencing the buying decision process7 17Understanding consumer behaviour8 2ORGANISATIONAL MARKETS AND BUYING BEHAVIOUR8 21Introduction8 22Types of organisational markets8 23Dimensions of organisational buying10 24Organisational buying decision13 25Concluding remark14 1CONSUMER BUYING BEHAVIOUR 11Introduction What do we mean if we are talking about consumer buying behaviour There are several decision processes and acts of people consumers buying and using products for themselves or their household These processes might be very interesting for companies and their marketing managers But what are the reasons why marketers should know about consumer buying behaviour -Well there are several reasons At first it is important to know about the reaction of the buyer to the firm marketing strategy because this has a great influence on the firm success Another thing is that the firm can create an almost perfect marketing mix to satisfy the customer The third reason is that it much easier for the marketers if they know about the buying behaviours to predict the reaction of consumers on marketing strategies On the following pages I want to give a short overview about Consumer Buying Behaviour and Organisational Markets and Buying Behaviour 12Types of Consumer Buying Behaviour Consumers always want to create an assortment of products which satisfies their needs and wants in the present and also in the future To realise this aim the consumer has to make a lot of decisions These purchasing decisions can be classified into three main categories of decisions Routine Response Behaviour This behaviour happens when the consumer regularly buys cheap products that need very little search and also very little decision effort In this case the consumer prefers a special brand but he also knows other brands of
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