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Assessing the Buying behavior of youths Essay Example

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Assessing the Buying behavior of youths

Assessing the Buying behavior of youths. Literature Review According to Kotler (2004), the consumer buying behaviour is treated as the purchasing decisions of consumers like households and individuals. Kotler defined the term consumer as a person that acquires services and goods for self-satisfaction. They are classified under two kinds of consuming entities, the organisational consumers and the personal consumers. The personal consumer buys goods and services for their own personal consumption. But the organisational consumers who buy goods and services include profit and not for profit business, institutions and government agencies (Evans, 1989, pp. 7-10). All of them buy goods and services to run their organization. Olson and Peter (1993) indicated that interactions between people’

s moods, emotions, specific feelings and affection are termed as consumer behaviour. It focuses on the buying behaviour of individual who purchase products for private use and not for business purpose (Pospisilova, 2013, p. 12). According to Sheth and Howard (1989), the study of consumer behaviour has evolved with early focus was on rational choice. Now the emphasis has shifted to irrational buying needs and it uses logical flow model of bounded rationality. The latter concept is known as information processing model and it regards consumers as a logical thinker that tries to solve problems while making the purchasing decision (Robert, 1997, pp. 356-360).Grewal, Dant and Palmatier (2007) compares four major approaches to creating successful inter-organizational relationships and integrates them into a single entity for managing important inter firm relationships. According to Cyert (1956), a number of managers in addition to purchasing agents are involved in the buying process and this concept came to be known as the buying behaviour. Later the term was popularized by Robinson. Wind and Webster (1972) identified five buying roles. These include users, influencer, decider, buyer and gatekeeper. Bonoma (1981) further suggested to include initiator and Wilson (1998) included analyst and spectator (Fred, 1998, pp. 619-623). Assessing the Buying behavior of youths.

References

Carl, D. 2008. Consumer Behaviour in Sport and Events: Marketing Action. Oxford UK: Elsevier Butterworth-Heinemann.

Close, A. 2012. Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-tail. New York: Routledge.

Evans, M. 1989. “Consumer Behaviour towards Fashion”, European Journal of Marketing, Vol. 23(7), pp. 7-10.

Fred, R.W. 1998. “Consumer behaviour: A European perspective”, Consumer behaviour. Vol. 22 (1), pp. 619-623.

Funk, D. 2008. Consumer Behaviour in Sport and Events. New York: Routledge.

Kahle, L.R. and Close, A.G. 2011. Consumer Behavior Knowledge for Effective Sports and Event Marketing. New York: Routledge Chapman & Hall.

King, J., Kahle, L. and Close A. 2011. The Study of Sports and Events Consumer Behavior. New York: Routledge.

Nike. 2013. Form 10-K. Available at: http://investors.nikeinc.com/files/doc_financials/AnnualReports/2013/docs/nike-2013-form-10K.pdf. [Accessed on: 29 March. 2014].

Pospisilova, A. 2013. Analysis of consumer behaviour in the UK footwear market. Available at: https://dspace.k.utb.cz/bitstream/handle/10563/25659/posp%C3%AD%C5%A1ilov%C3%A1_2013_bp.pdf?sequence=1. [Accessed on: 29 March. 2014]

Pride, W. 2008. Marketing. Stanford: Cengage Learning.

Quester, P. and Lim, A.L. 1992. “Product involvement/brand loyalty: is there a link?”, Journal of Product & Brand Management. Vol. 12(1), pp. 22-28.

Robert, E. 1997. “Consumer behaviour: Advances and applications in marketing”, Consumer behaviour. Vol. 17(1), pp. 356-360.

Tsiotsou, R. 2006. “The role of perceived product quality and overall satisfaction on purchase intentions”, International Journal of Consumer Studies. Vol. 30(2), pp. 207-210.

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preview essay on Assessing the Buying behavior of youths
  • Pages: 12 (3000 words)
  • Document Type: Dissertation
  • Subject: Marketing
  • Level: Undergraduate
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