Understanding consumer and business buyer behavior

"Buying decisions are made at an unconscious level, and consumers don't generally give very reliable answers if you simply ask them 'why did you buy this' (Armstrong & Kotler)?"

Beginning to understand why people buy certain items can be a challenge. Choosing to start with the model of buyer behavior breaks down and figures out what is in the buyer's black box. They buyer's black box is the buyer's characteristics and their decision process. The marketing stimuli of the buyer behavior includes the four P's; product, price, place, and promotion. Other factors included are economic, technological, social, and cultural. These factors influence buyers and have a strong affect of making certain buying decisions. Buying decisions are made at an unconscious level, because most purchases are wants or desires. Included in my marketing plan are the four P's understanding the consumer and buying behavior evaluates what I need to add to my product or eliminate. "My Ghetto Cookbook" has a personality of its own, gibing life to my product will capture and bond at an emotional level to capture buying behavior. "Consumer buyer behavior is influenced by four key sets of buyer characteristics: cultural, social, personal, and psychological, understanding these factors can help marketers to identify interested buyers anad to shape products and appeals to serve consumer needs better (Armstrong & Kotler, marketing, pg. 161)." The factors that influence consumer behavior are included in my marketing plan of the cookbook as well. While culture is the most basic cause of a person's wants and behaviors, social life also structures the behaviors and decisions of people. The factor which influences people by occupation, or lifestyle is the personal factor of consumer behavior. A person's buying choices are further influenced at a psychological level as well. Motivation, perception, learining, beliefs and attitudes support they psychological factor. These influences pertain to "My Ghetto Cookbook" because they affect the buyers and inform me on how consumers make buying decisions.