One of the greatest strengths among the customers is their ability to make choices in the
market. This is something that a business can take advantage of and increase the amount of sales
that they are making. It is therefore important to convince the customers that they still need the
product that is being sold. The customer buying habits is what keeps the economy afloat and the
ability to understand the behavior is important in coming up with a marketing strategy that will
be used to increase the sales. The analysis of the buying behavior of the clients will be possible
by first of all understanding what marketing is and the influence that the buying behavior of the
clients has on the decision of the company to come up with a marketing strategy. According to
the American Marketing Association marketing is an activity, set of institutions, and processes
that create, communicates, delivers, and exchanges offerings that will provide values for the
clients in the market (Jaworski, et al, 2019). A marketing strategy that has been put in place by a
company is important in the advertisement of the products and making sure that it will please the
clients and that they will be able to purchase it which will help in the analysis of the purchasing
behavior of the clients.
The decision making process the use of goods and services constitutes consumer behavior. In
the case where a company conducts analysis on this behavior, they have to understand the factors
that are driving the consumers to make a decision on how they are going to purchase the
products and make use of the product that are being offered. It is important to note that
understanding the behavior of the clients will involve understanding the thought process of the
clients which is not an easy thing to do. One example of a market that depends on the clients
thought process if the fashion industry which is affected by various factors such as social media,
celebrity affiliation as well as the other technology based avenue for advertising. Facebook is
one of the important resource for advertisement that the businesses can use to attract the clients.
MBA 640 Project 1 – Consumer Buying Behavior Study 3
Many people in the society are on Facebook which means that using it is an avenue for
advertising will help a company to reach a bigger clientele" (Joshi and Suman, 2017). In addition
to the measures that a company uses to market the products in the market, the price at which the
products are sold is an important factor that affects the decision of the clients.
Consumer Buying Behavior
The marketing process and the sales made by the companies in the market are both
targeting the buying behavior of the clients in the market. A company will target a particular
clientele if they know who buys their goods and services and the factors that are influencing their
buying behavior. Consumer buying refers to the situation where the buyers select, purchase and
consume the goods and services for the satisfaction of their human wants (Ramya, et al. 2017). A
company therefore has to tailor the marketing strategy to fit the needs of the buyers.
A great marketing strategy is important because it shapes the way the customer thinks and
makes sure that the products that a company is selling will be embedded in the minds of the
clients in the market. Understanding what the clients wants is one of the goals of marketing. The
figure below is the stimulus-response model that gives an explanation on how the marketing
environment and stimuli gets to the consciousness of the customers and a set of various
psychological process combine with certain consumer characteristics that will affect the purchase
decisions made by the clients. One of the major task is to understand what occurs in the
consciousness of the client from the time the stimuli is received and when the process is made
(Panchal, 2015). A good marketing stimulus is an important step in attracting the attention of the
clients to the product that is being sold in the market. Once the customer is aware of the
presence of the product that they require, the factors that affect buying decisions will include:
cultural, social, personal, and psychological factors.
MBA 640 Project 1 – Consumer Buying Behavior Study 4
Figure 1 Stimulus-Response Model (Kotler, 1997)
The cultural factors that affect the marketing process include the culture, subculture, and
social class of the consumer. How an individual grows and their personality affects their
purchasing behaviors. In the case of ACME, they will have to look at the culture of their
audience when they come up with the marketing campaign for their products. For instance the
clients in Japan or Dubai will not purchase the women’s jeans because of the cultural barriers.
However, they can use an improved marketing strategy to attract the market segment and to
ensure that they make sales. It is also important to understand that the buying behavior is
affected by the culture and subculture, social class of the clients in the market. All the society has
a difference in the social classes and it is important for the companies to appeal to the classes if
they are to increase the amount of sales that they are making in the market (Durmaz, 2014).
MBA 640 Project 1 – Consumer Buying Behavior Study 5
Jaworski, B. et al. (2017). Definitions of marketing. American Marketing Association. Retrieved
Joshi, M., Suman. (2017). Strategizing social media brand perception to influence consumer
buying behavior. Amity Business Review, vol 18, No. 2.
Ramya, N., & Sa, Mohamed & Ali, A & Bhuvaneshwari. (2017). A study of consumer buying
behaviour in departmental store (with special reference to Coimbatore city).
Panchal, R. (2015). Consumer buying behavior: stimulus response model. Retrieved from
Durmaz, Y. (2014). The influence of cultural factors on consumer buying behaviour and an
application in Turkey. Global Journal of Management and Business Research: E Marketing
Volume 14 Issue 1 Version 1.0.