Understanding Customer Behavior

Understanding Customer
Behaviour

Table of Contents
Introduction......................................................................................................................................1
Main Body.......................................................................................................................................1
Conclusion.......................................................................................................................................3
References........................................................................................................................................4

Introduction
Customers behaviour is refers to the determining the consumers buying behaviour or
habits, including social trends, changes in the taste and preferences, cultural factors and
background factors influencing the consumers decisions (Hollebeek and Rather, 2019). For this
report Cadbury’s dairy milk product is taken into consideration. This report highlights the model
of buyers behaviour for the product and the model of organisational buyers in comparison to the
individual consumers.
Main Body
Produce a model of buyer behaviour for the product.
Consumer behaviour is the study of how person, group and business choose, buy and use
any product and services. Within the buyer's behaviour, there are various factors that determines
the consumers to choose particular items (An and Han, 2020). The buyers behaviour model is
refers to an structured step by step process. There buying process includes mainly five processes
as mentioned below:
Need recognition: The first process is recognizing the need for a particular item or
product by the customers. Chosen company ensures that their products needs is created in the
market using various promotional and marketing tool
Information search: After determining the need the consumer moves towards collecting
required information regarding the product. The chosen company should ensure to offer required
information about the product.
Evaluation of alternative: After collecting required information, consumer compare
various alternatives available to them on the basis of features, characteristics, price and so on in
order to take the right decisions. The chosen company should offer ensure that quality and value
added product are offered to the consumers in order to compete their competitors and attract
large number of customers (Kim and Chae, 2018).
Purchase: After evaluating all the alternatives, customers finally take the decision of
buying the product. In context to Cadbury dairy milk, the quality and brand image of the
company helps the company to attract large number of customers and making it easy for the
customers to take purchase decisions.
1