Foundation of Marketing(Consumer and Business Buyer Behaviour)

Behavioural science helps management understand the decision process that consumers go through in making a purchasing decision. The process is broken down into five stages. Relative advantage is the first stage and refers to the consumers perspective on the relative superiority of a product (Armstrong and Kotler, 2011). The second process is compatibility which arises when the consumer is looking for a product that corresponds with his or her own experiences and values (Armstrong and Kotler, 2011).