Intro to Business › Section K · Products and pricing › Topic K.4
Buyer behavior
Every marketing mix is a bet on how buyers will respond. Understanding how consumers and organisations decide, and what sways them, turns that bet into an informed judgement.
In this topic
- Why buyer behaviour matters
- The consumer decision process
- How much effort a decision gets
- Worked example: choosing a laptop
- After the purchase
- Cultural and social influences
- Individual and psychological influences
- How organisations buy
- Worked example: a clinic buys chairs
- Features of business markets
- Common mistakes to avoid
- Key takeaways
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