Elective – Risk Management

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Case Study Project

Total Marks: 50

Elective – Risk Management

Question. 1.“Assessing buying behaviour is never simple, yet understanding it is the essential    task of marketing management.” Why assessing buyer behaviour is not simple ?     As a marketer, what would you do to assess the buyer behaviour?(take any eg.for your case study like BIG BAZAR or MORE)

Answer:Buyer behaviour may be defined as the activities and decision processes involved in choosing between alternatives, procuring and using products or services. It is sometimes suggested that buyer behaviour is only of interest to marketers because they wish to influence and change it. Such a statement invariably raises the question as to whether marketing is an ethical profession. Intuitively, it seems wrong that any organisation should seek to manipulate people's behaviour. The truth is that marketing may promote a given product, service or practice but unless the target audience perceives that product, service or practice to be relevant to their needs then they will never try it. Moreover, unless their first time trial of the product, service or practice is positive, they will not try it a second time. The purpose of studying buyer behaviour is to better meet the needs of customers. Only by doing so will the marketing enterprise continually and consistently meet its own needs.

The consumer behaviour or buyer behaviour is influenced by several factors or forces. They are: 1. Internal or Psychological factors 2. Social factors 3. Cultural factors 4. Economic factors 5. Personal factors!

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