Buyer behaviour

Marketing ◽  
1983 ◽  
pp. 82-114
Author(s):  
Michael J. Baker ◽  
A. J. Brown ◽  
Douglas Brownlie ◽  
Keith Crosier ◽  
Jennifer L. Drayton ◽  
...  
Keyword(s):  
Buyer Behaviour

scholarly journals Why include the BOP in your international marketing strategy

2019 ◽  
Vol 37 (1) ◽  
pp. 76-97 ◽  
Author(s):  
May Nagy ◽  
Dag Bennett ◽  
Charles Graham
Keyword(s):  
Performance Metrics ◽  
Brand Performance ◽  
Content Type ◽  
Customer Base ◽  
Advanced Economies ◽  
Buyer Behaviour ◽  
International Marketing Strategy ◽  
Buying Behaviour ◽  
First Time ◽  
Buying In

Purpose The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is the first that uses quantitative marketplace data covering BOP consumer purchase records. Design/methodology/approach The study uses newly available panel data from Egypt covering 15 months and 35 categories of frequently bought consumer goods. Brand penetration rates for socio-demographic tiers are established to explore brand purchasing. The metrics are: penetration, the number of buyers a brand has; and loyalty as measured by purchase frequency and share of category requirements. Findings Buyer behaviour patterns for the poorest consumers do not differ much from those in advanced economies; all brand performance metrics vary according to brand penetration – a double jeopardy effect, and the biggest brands are those that target the whole market, including the base. Research limitations/implications Data are from one country only and while the results confirm that patterns of brand buying in this BOP segment are like those in other markets, more research needs to be done to confirm the finding. Practical implications The biggest brands are those with the most customers, even if those customers are poor and do not buy very often. Growth can therefore be based on marketing interventions that appeal to the largest possible customer base. Social implications There are 2bn BOP consumers worldwide. This research shows that they may already be marginal members of modern economies and consumer culture. Originality/value This paper extends previous research on brand buying behaviour for the first time to the vast base of poor consumers who make up around half of the world’s population. This research shows that strategic approaches that emphasise increasing penetration are most likely to result in brand growth.

Organizational buyer behaviour

Marketing ◽  
2003 ◽  
pp. 22-40
Author(s):  
Malcolm McDonald ◽  
Martin Christopher ◽  
Margrit Bass
Keyword(s):  
Buyer Behaviour

scholarly journals Reconceptualising buyer behaviour in the digital era: an emergent journey

2017 ◽  
Vol 12 (2) ◽  
pp. 165
Author(s):  
Peter Scott ◽  
Tamsin Scott ◽  
Peter Stokes ◽  
Neil Moore ◽  
Simon M. Smith ◽  
...  
Keyword(s):  
Digital Era ◽  
Buyer Behaviour

scholarly journals Evidence of Auction House Influence Over Buyer Behaviour and Price Formation in the Australian Art Auction Market

2009 ◽  
Vol 3 (1) ◽  
Author(s):  
Meaghan Wilson-Anastasios
Keyword(s):  
Empirical Evidence ◽  
Art Market ◽  
Price Formation ◽  
Market Development ◽  
Auction Market ◽  
Significant Control ◽  
Auction Houses ◽  
Buyer Behaviour ◽  
Scant Attention ◽  
Art Auction

During the last six months, there has been much discussion in the general and arts media about the manifestation of problematic practices within the Australian art auction market. Although the nature of these practices has been scrutinised, scant attention has been paid to how the methods and mechanisms employed by auction houses to build business during the art market boom that commenced in the late 1990s might represent a force that could undermine the sustainability of the market. Fundamental to this is quantifying the extent to which auction houses are able to influence market development. In this paper, I present empirical evidence that suggests that major Australian auction houses can exert significant control over buyer behaviour and price formation.

Online buyer behaviour and perceptions in Greece

2007 ◽  
Vol 1 (3) ◽  
pp. 317 ◽  
Author(s):  
Nicholas Harkiolakis ◽  
Daphne Halkias
Keyword(s):  
Buyer Behaviour
Sign in / Sign up

Export Citation Format

Share Document