ADMAS UNIVERSITY

Department of Marketing Management

Consumer Behaviour Individual Assignment

Name :bamlak dawit

Sub Date :23/05/16

ID : 1747/22

Sec: M1
 Contents

Page

Why do marketers study about consumer behavior? 1

similarity and difference between consumer buyers

behavior and organizational buyers behavior 1

Explain in detail about different types

of consumer buying behaviors 2

decision 2

buying decision making process 2

Question number 6 3
1)Why do marketers study about consumer behavior?

By understanding how buyers think, feel and decide, businesses can determine how best to market their
products and services.Marketers study consumer behavior to understand what people want, how they
make decisions, and why they buy certain products. This helps them create products and marketing
strategies that match what consumers are looking for. By knowing what customers like and how they
shop, companies can make better products, target their advertising, and stay ahead of the competition.

2 Discuss briefly about the similarity and difference between consumer buyers behavior and
organizational buyers behavior?

Organizational buying involves a more complex decision-making process with multiple stakeholders,
formalized procedures, and evaluation criteria. Consumer buying decisions are generally simpler and
more influenced by personal preferences, emotions, and individual needs

Consumer buyer behavior and organizational buyer behavior share some commonalities, such as being
influenced by internal and external factors and going through a decision-making process. However, they
differ in terms of the nature of the purchases, the complexity of the decision-making process, and the
factors influencing the purchase decisions.

Both consumer and organizational buyers are influenced by personal preferences, social influences,
economic conditions, and marketing efforts. They both go through a decision-making process that
includes problem recognition, information search, evaluation of alternatives, purchase decision, and
post-purchase evaluation.

Consumer buyer behavior involves individual or household purchases for personal use, which are often
emotional and based on personal preferences. On the other hand, organizational buyer behavior
involves purchases made by businesses, government agencies, or other organizations for their
operational needs. These decisions are typically rational and based on meeting specific business needs
and objectives.

The buying process for organizational buyers is usually more complex, involving multiple decision-
makers and a longer evaluation period compared to consumer buying behavior. Organizational buyers
often require more detailed information, technical specifications, and after-sales service compared to
consumer buyers.

3)Explain in detail about different types of consumer buying behaviors?

Consumer buying behavior can be categorized into four types:

2. Dissonance-Reducing Buying Behavior: This type of behavior is characterized by consumers

3. Habitual Buying Behavior: Consumers exhibit habitual buying behavior when they have low
involvement in the purchase decision and perceive little difference among brands. They often make
purchases out of habit or routine without much thought or information seeking.

4. Variety-Seeking Buying Behavior: This behavior is seen when consumers have low involvement in the
purchase decision but perceive significant differences among competing brands. These consumers often
seek variety and enjoy trying different products in a category over time.

4what do we mean that a decision ?

In consumer behavior, a decision refers to the process by which a consumer assesses and chooses a
specific product or service from among available options. This involves various stages, including
recognizing a need, seeking information, evaluating alternatives, making a purchase, and reflecting on
the decision afterward.

5)Discuss in detail about consumer buying decision making process?

The consumer decision-making process involves five basic steps. This is the process by which consumers
evaluate making a purchasing decision. The 5 steps are problem recognition, information search,
alternatives evaluation, purchase decision and post-purchase evaluation.

1. Identifying a Need: Consumers recognize a problem or a need that prompts them to seek a solution.
This need can arise from various factors, such as practical necessities, desires for improvement, or
external influences like advertising.

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2. Information Search: Once the need is identified, consumers seek information about potential
solutions. They may gather information from sources like friends, online research, product reviews, and
official product sources.

3. Evaluation of Alternatives: Consumers then compare and evaluate different options based on factors
such as features, price, brand reputation, and other relevant criteria to determine the best choice.

4. Purchase Decision: After evaluating the available options, the consumer makes the decision to
purchase the chosen product or service.

5. Post-Purchase Evaluation: Following the purchase, consumers assess whether the product met their
expectations. This evaluation influences their future purchases and their perception of the brand.

6)briefly explain about; Consumer need and motivation ,Consumer perception ,Learning and
consumer involvement ,The nature of consumer attitude ,Individual differences in innovativeness
,Reference Group and family influences

Consumer Need and Motivation: This is about understanding what people want and what drives them
to buy things. For example, some people might need a new phone because their old one isn't working
well.

Consumer Perception: It's how people see and understand things. For example, when you look at a
product, how do you think about it? Is it good or bad? Do you trust the brand?

Learning and Consumer Involvement: This is about how people learn about products and how interested
they are in them. For instance, do you read reviews before buying something? Are you really interested
in a particular makeup brand, or do you just buy whatever is on sale?

The Nature of Consumer Attitude: This is about how people feel about products or brands. For example,
some people love a certain type of soda, while others don't like it at all.

Individual Differences in Innovativeness: This is about how open people are to trying new things. Some
people like trying new gadgets as soon as they come out, while others prefer sticking to what they
know.

Reference Group and Family Influences: This is about how the people around us and our family can
influence what we buy. For instance, if your friends are always buying a certain brand of shoes, you
might be more likely to consider buying them too.

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