Unit 1: Marketing - Segmentation, targeting and positioning
Buyer behaviour
Dimensions of buyer behaviour
Why do buyers make a purchase?
An organisation needs to understand the reasons why a buyer makes a purchase, their behaviour, in order to better fulfil the buyer's needs and wants.
Who is buying?
How do they buy?
When do they buy?
Where do they buy?
Why do they buy?
Buyers can be generally split into two groups.
Personal customers or consumer buyers purchase items for their own personal consumption.
Business customers or industrual buyers purchase items for their employer or organisation.