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Consumer And Industrial Buyer Behaviour

Table of Contents

1.0 INTRODUCTION 3

2.0 CONSUMER BEHAVIOUR PARADIGMS IN MARKETING 3

2.1 Information Processing Paradigm 3

2.1.1 Strength and limitations of Information processing models 3

2.2 Experiential Paradigm 4

2.2.1 Contrasting Views of consumer behaviour 5

3.0 MILK BUYING PROCESS IN SAUDI ARABIA 9

3.1 Consumers Profile 9

3.1.1 Mother Dearest 9

3.1.2 Habitualists 9

3.1.3 Look At Me 9

3.1.4 Convenience seeker 9

3.2 Milk Purchasing Behaviour and Buying Process 10

3.2.1 Mother Dearest 10

3.2.2 Habitualists 11

3.2.3 Look At Me 11

3.2.4 Convenience seeker 11

4.0 CONCLUSION 11

5.0 REFERENCES 12

INTRODUCTION

Understanding consumer behaviour and “knowing customers,” have and never will be simple. Consumers may respond to influences that change their mind at the last minute. This documents presents consumer behaviour in marketing, reviews the two major paradigms in consumer behaviour (information processing and experiential), their strengths and limitations. Also it presents a contrasting view between the two paradigms. Finally a review of milk purchasing behaviour and buying process in Saudi Arabia is conducted in the last section.

CONSUMER BEHAVIOUR PARADIGMS IN MARKETING

Many researchers describe consumer behaviour as the study of individuals or groups and the mental, emotional and physical processes they use to select, obtain, consume and dispose of products or services, to satisfy needs and wants, and the impact that these processes have on the consumer and society (Olson and Peter).

There are numerous models trying to explain consumer behaviour. These models generally deal with various stimuli, influential factors, the decision-making process and outcomes. Consumer behaviour has been dominated by the information processing paradigm, which perceives consumers as rational decision makers. However, the non rational and emotional aspect of consumption...