Analysing Buyer Behaviour
Analysing Buyer Behaviour
This chapter analyses buyer behaviour, taking an outside-inside view of the organization. It looks at buyer behaviour from the perspective of a marketing manager. Part A describes some simple data about the brands a consumer has recently bought. The analysis of this type of purchase-history data helps marketers to understand how typical their brand is relative to other brands in their market and in other similar markets. Part B of the chapter provides a brief discussion of research techniques for generating insight into consumer behaviour. It suggests two clear messages to marketing managers — make the brand salient, and make it available to as many target customers as possible.
Keywords: consumer behaviour, market information, purchase motives, purchase environment, usage environment, buying group, salience, customer research
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