Consumer buying decision process

The marketer must understand how consumers make their buying decisions. In some cases it is very difficult to find out who the buyer is and who the user is. There are different roles played by the consumer. So to understand properly consumer buying decision process it is necessary to understand the different roles played by them. They are:

i) INITIATOR:  initiator is the person who brings the idea to buy a product for eg. Son brings the idea to buy a computer.

ii)INFLUENCER: influencer is the person with whom influence person wish tobuy anyproduct. For eg, Son’s friend influences him to buy a computer.

iii)GATEKEEPER: it is the person inside the house who informs that there is no budget to buy it. For example, in this case father says there is no budget to buy the cycle.

iv) DECIDER: it is the person who decides to buy the product like mother decides to buy the computer for her son.

v) BUYER:  now the family member go to the market and buy the product. Like in this case mother and father go to the shop to buy a computer.

vi) USER:  at the end the family uses the computer.

Therefore all these are the different roles played by the consumer in buying decision process.


Consumer behavior in marketing

Consumer is now a day treated as “KING” and it is very difficult to understand consumer behavior as consumer behavior is complex. Consumers are rational they think before buying. Therefore the marketer must understand the consumer behavior before starting the marketing strategy. He must study the likes and dislikes of the consumer. All consumers are different in their cultural background, income, life style, personality, beliefs and attitudes etc. But one thing is common as all of them are “consumer”. So the marketing manager must know the answer of following questions. Like:

 What customers like to buy?

When they buy?

How they buy?

Why they buy?

From where they buy?

6 modern concepts of marketing

Modern concepts of marketing are broad concepts. It means finding out the consumer and make the goods as per their needs rather than to provide them what the seller has made. Thus it is very essential for the seller to get the answer of the question what are the things which the consumer want? And how these things can be made available to them? Only then he can survive in the market and earn profit. There are 6 modern concepts of marketing which are very important from the point of view of marketer.

a) Production concept: – The companies which use the production concept generally focus too narrowly on their own activities because according to this concept the companies think that consumer will buy the product which comes in the market.

 b) Product concept: – As per this concept companies give importance to the features or the quality of the product because in long run the product exists only with the quality it is giving to the consumer.

  c) Selling concept: – it is not sufficient for the manufacturer to made the goods and wait for the customers. Thus, according to this concept it is very important to inform the consumer about the product which can be done through different ways of promotion.

  d) Marketing concept: – consumer now a day is treated as “GOD”. So it is very important for the manufacturer to produce the product which the consumer wants, so that consumer get satisfaction and manufacturer earns profit.

 e) Consumer concept:- now not only marketing concept is sufficient rather the companies are using consumer concept which means to give attention to individual consumer it can be done through one to one marketing.

 f) Societal marketing concept: – this concept means that company should not only work for the consumer but also for the society. So the company should make balance between company’s profits, consumer wants and society welfare.

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