Buyer Behavior Application

Buyer Behavior Application

Buyer behavior is at the core of marketing. All marketing programs need to begin with an understanding of why and how consumers buy what they do. If no one purchases a company’s product or service, the company will quickly go out of business.

Apply the model of consumer behavior (Exhibit 11 on page 89 of your textbook) to the product/service you selected in Module 1. Explain how the model affect the purchase process as it relates to the product/service.

Providing a list of the steps or a graphic of the model is not adequate, you should explain how the process works in the real world using your own words supported by research.

You must use at least two articles from one of the online databases (Academic Search Complete, Business Source Complete and/or ProQuest Central). The focus of this assignment is application and critical thinking. Since you are engaging in research, be sure to cite and reference the sources in APA format.

All research should be cited in the body of the paper. In-text citations and corresponding references should be included in your paper. The use of direct quotes is strongly discouraged.

 

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