The paper 'Buyer Behavior and Branding' is a perfect example of a Management Case Study. Buyer behavior is the study of organizations or individual groups and the processes they are using when selecting, securing, and disposing of experiences, services, products, or ideas to meet their needs of the processes on the society and consumer. This process attempts to understand the decision-making process of individual and group buyers. In addition, it tries to assess the influences on the consumer from different groups like friends, society, family, and other groups. Buyer behavior has been a difficult process to predict even by experts in the field.
The marketers as per the age, gender, source of income, employment, and the family structure classify the buyers or consumers. This will assist the marketers to market the products as per the target population (Krystallis & Chrysochou 2011, p. 99). For example, the marketing process targeting young people is different from those targeting adults. This is because their interest in different products is not the same. The brand is the relationship with the consumer. The relationship with the consumer is built as per the consumer experiences on the brand.
In the business, one might be having a trademark, which identifies his brand, but the consumer will be helpful in identifying the brand. In this paper, we are working at Cambridge International College (Melbourne) as the brand. Marketers will need to identify the target population in this case the students, parents, and lecturers (Kukar-Kinney, Ridgway & Monroe 2012, p. 102). This is because the students are the most crucial people because they are the consumers or buyers. This is because they will join the college as the targeted consumers.
The branding and consumer behaviors used should be the interest of the youth in most cases. The youth will get a chance to convince their parents that this is the best college that they can join to achieve their future careers. The youth will get all the information from the brand and the consumer behavior displayed by the marketers in the process of marketing the college. The parents on the other end will convince their children that the college is best as per information about courses offered in the college as per the brands and consumer behaviors demonstrated by the concerned marketers.
The lecturers and other individuals will be interested to work in the college as they will feel good when associated with the college (Kim & Hyun 2011, p. 159). This is because the college is offering better quality courses, better remuneration to the employees as displayed on the brands. Consumers as Individuals The buyer behavior concept is a systematic consumer decision-making process along with other common modes of decision-making used in developing marketing strategies.
Buyer behavior concepts include; need recognition, information search, purchase and experience, and decision models. Need recognition is the first consumer buying process. This is where the consumer becomes aware or informed of the emotional or functional needs of the brand. In any marketing strategy, it is common for the marketer to include an emphasis, which will stimulate and funnel the buyer to the brand’ s direction. As per the Cambridge International College as the brand the consumers should be made aware of the functional need of the brand.
This is through an explanation of the positive effects of education. After which they will be made aware of the courses offered in the college. This will stimulate their desire to join the college, as they will have known the importance of education and different courses offered in the college.
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