The buyer behavior relates to the purchase behavior of individuals, groups and organizations who buy products to meet their needs and solve problems. buyer behavior may be defined as the decision process and acts of people involved in buying and using products.
There are two facets of buyer behavior analysis as follows:
1. Consumer Behavior
Consumer behavior refers to the buying behavior of ultimate consumers, those people who purchase products for personal or household use. Consumer behavior is more complex as individuals are influenced by rational, emotional, and social forces.
2. Organizational Buyer Behavior
Organizational buyer behavior refers to buying process and decisions of business organizations, social institutions and government. Organizational buying behavior is less complex than consumer buying as it is mostly driven by reasons and logic.
Buyer behavior is the study of how individuals and groups make their decisions to use their resources in terms of time, money and effort. It includes the study of various aspects of buying, using, and disposing products and services.
