Intro to Buyers
An important part of the marketing process is to understand why a customer or buyer
makes a purchase.
Without such an understanding, businesses find it hard to respond to the customer’s
needs and wants.
Marketing theory traditionally splits analysis of buyer or customer behaviour into two
broad groups for analysis – Consumer Buyers and Industrial Buyers
Consumer buyers are those who purchase items for their personal consumption
Industrial buyers are those who purchase items on behalf of their business or