Why Measure Buyer Behavior

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would like to understand each person as thoroughly as possible. Traveling door to door, speaking to each member of the household and spending the time to learn about their likes and dislikes would be impossible. Fortunately, buyers tend to have consistent behavior patterns and habits in the market place. This consistency provides marketers with the opportunity to measure similarities among buyers, predict their future behavior, and apply that knowledge to encompass groups of people with parallel behaviors. Once again, I will rely on the American Marketing Association to provide a definition for the term “measurement”. Measurement is “A rule for assigning numbers to objects to represent quantities of attributes” (http://www.marketingpower.com/live/mg-dictionary-view1932.php). Measuring buyer behavior is a practice used by marketers to gain information that can help prescribe effective approaches for strengthening customer relationships and increasing product satisfaction.
Now that these terms have been recognized, the question at hand may be examined. Why is measuring buyer behavior important? To understand the significance of this question in the field of marketing, the value of measurement knowledge to consumer behaviorists and practitioners must be appraised. If measuring buyer behavior is important then this information must aid in the development of more proficient marketing activities. Is this knowledge truly valuable? Measurement should provide marketers with useful information. Can this knowledge provide a marketer with useful information in the market place? Marketing activities, if successfully improved, should provide companies with positive results. Is there supporting evidence to prove that companies are actually using this knowledge?


Value of Measurement Knowledge to Consumer Behaviorists and Practitioners

Marketers utilize models to describe similarities between consumers. The buyer beh...