ABSTRACT
This chapter discsses markets and customers and how they behave with regard to purchase decisions. It focuses on both consumer and organizational decision-making. The distinguishing feature of consumer as opposed to organizational buyer behaviour is the fact that consumer buying behaviour consists of activities involved in buying and using products or services for personal and household use. Environmental influences that are external to the consumer affect purchase behaviour. Environmental factors, company resources and competitive forces are key inputs into strategic marketing decision-making. The concept of fulfilling consumer needs is central to successful marketing strategy. In marketing to organizational buyers it is important not to make the mistake of believing and acting on the notion that organizational buyers buy only on price and will always select the lowest priced supplier. Marketing strategies that companies decide to implement should be consistent with the consumer behaviour associated with the product or service.
