客户沟通技能第一章电子稿
32页1、高职高专商务英语系列教材 总主编 李德荣Dealing with Customers主编:黎丽副主编:赵秀华立信会计出版社Chapter 1 Buyer Behavior. Unit 1 An overview on Buyer Behavior.Unit 2 Personal Factors and Buyer Behavior.Unit 3 Role of Family in Buyer Behavior.Unit 4 Buyer Decision-Making Process.Chapter 1 Buyer BehaviorUnit 1 An Overview of Buyer Behavior In order to understand buyer behavior, we should go through the following questions:1. Who is a buyer?A buyer is defined as a person who purchases merchandise1 for his/her own use or on the behal
2、f of another person based on different types of consumer needs2. In simpler words a buyer is one who consumes goods and services available in the market. For example, Victor might purchase a book for his son or Mike might buy a laptop for himself. In the above examples, both Victor and Mike are buyers.2. What is buyer behavior?Buyer behavior refers to the study of the processes involved when individuals or groups select, purchase, use, or dispose of products or services to satisfy needs and desi
3、res3. Marketers strive to understand this behavior so they can better formulate appropriate marketing stimuli4 that will result in increased sales and brand loyalty5.The study of buyer behavior explains as to:l Why does a buyer buy a product? Need Social Status Gifting Purposel When does a buyer buy a product? Festive season Birthday Anniversary Marriage or other special occasions l How does a buyer buy a product? Need recognition6 Information Search7 Evaluation of Alternatives8 Purchase Decisio
4、nDuring Christmas or Valentines week, the buying tendencies9 of consumers increase as compared to other months because buyers have the needs of purchasing gifts for their family or partners at that time. So we can find out the main catalyst which triggers the buying decision of a buyer is need for a particular product or service10. Consumers purchase products and services as and when need arises.Of course, in the above example, there are several stages they go through before they finally picks u
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