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Using the products or services of an organization you know well, critically appraise the validity and usefulness of consumer buyer behaviour models for that organization.
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University of Leicester MSc in Marketing Consumer & Industrial Buyer Behaviour Assignment July 2002 Intake Cheung Yee Man Katharine Using the products or services of an organization you know well, critically appraise the validity and usefulness of consumer buyer behaviour models for that organization. ********************************************************************* Introduction In consumer markets, segmentation typically entails statistically categorizing a large number of customers with similar needs into the same group so that they can be reached with similar marketing and advertising channels. By doing so, the marketer can then analyze the needs of the consumers and cater the products to better fit their needs. For the consumers, the decision process for making purchases begin with need recognition -- they differentiate between their actual or desire states. Needs are the basic forces that motivate the person to do something. Some needs involve a person's physical well being; others the individual's self-view and relationship with others. Needs are more basic than wants. Wants are...
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