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Customer Buying Motives and Behaviours
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Definitions
Consumer Behaviour – the study of consumers and how they make decisions.
Final Consumer – buys a product or service for personal use. E.g. when you buy a notebook, take it to school, use it in your marketing class, you are a final consumer.
Business Consumers – buys goods and services to produce and market other goods and services for resale. E.g. the notebook manufacturer buys paper, ink, glue, etc. to produce and sell notebooks.
Buying Behaviour – describes the decision processes and actions of consumers as they buy and use services and products. It is helpful for the marketer to understand the process that customers go through when selecting goods and services to purchase so that they can assist the customers in making the best possible decisions.
The Consumer Decision-Making Process – a process in which consumers collect information and make choices among alternatives.