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Assessing the Buying behavior of youths Essay Example

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Assessing the Buying behavior of youths

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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.

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