Consumer will buy whatever needed by him. But whatever he buys depends on some factors. The consumer buying is based on a particular behaviour, which if predicted helps the marketer to market his products thereby increasing the profits. This buying behaviour can be explained in the following manner:
Buying Behaviour = Ability*Opportunity*Motivation
It is very important for marketers to understand consumer-buying behaviour because that is the only possibility to offer greater satisfaction for the consumer. Although there remains a certain amount of consumer dissatisfaction, the reason for this is that some marketers still are not consumer oriented and do not regard customer satisfaction as a primary objective.
Another problem is that the tools for analyzing consumer behaviour are not very precise, so it is impossible for marketers to determine what is highly satisfying to buyers.
If a marketer can identify consumer buyer behaviour, he or she will be in a better position to target products and services at them. Buyer behaviour is focused upon the needs of individuals, groups and organizations.
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