Here is the synopsis of our sample research paper on Consumer buying behaviour. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
A five page paper which looks at the factors which influence consumer buying behaviour and the way in which marketing strategies are formulated to take these influences into account. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: JL5_JLconsbuy.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
Understanding consumer buying behaviour is a vital part of the
marketing process, since it involves understanding the way in which the individual interacts with marketing strategies. The four Ps of place, promotion, price and product are modified and targeted upon
the consumer, who involves a number of different elements in the decision-making process before making a choice of product. For example, cultural background, previous experiences and individual perception of the
product will all have an influence on whether or not the marketing strategy is successful. In addition, there are other factors such as personal preference for specific brands, and brand
loyalty, which may also have a strong influence on consumer behaviour. As Boyd et al
(2002) point out, the decision-making process which eventually leads to purchase will vary according to whether the item concerned is low- or high-involvement: more information will be assimilated, and comparison
between different options made, when the goods being considered are high-involvement. Therefore, marketing strategies which are appropriate for high-involvement items will not be equally successful when applied to low-involvement goods
and services. It is important to establish whether or not the target section of
the consumer base will see the prospective purchase as high or low involvement or not. Since customers do not invest a great deal of effort into purchasing low-involvement goods and
services, then marketers would need to base their strategy on the repetition of a small number of significant points, and on convenience and availability. High-involvement purchases are more likely to
...