Marketing pp 42-69 | Cite as

Buyer Behaviour

  • Geoff Lancaster
  • Paul Reynolds
Chapter
Part of the Macmillan Business Masters book series (MMSB)

Abstract

The task of marketing is to identify consumers’ needs and wants accurately, then to develop products and services that will satisfy them. For marketing to be successful, it is not sufficient to merely discover what customers require, but to find out why it is required. Only by gaining a deep and comprehensive understanding of buyer behaviour can marketing’s goals be realised. Such an understanding of buyer behaviour works to the mutual advantage of the consumer and marketer, allowing the marketer to become better equipped to satisfy the consumer’s needs efficiently and establish a loyal group of customers with positive attitudes towards the company’s products.

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Copyright information

© Geoff Lancaster and Paul Reynolds 1998

Authors and Affiliations

  • Geoff Lancaster
  • Paul Reynolds

There are no affiliations available

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