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7 Os and Buyer Behaviour

The field of consumer behavior studies how consumers (individuals and groups) select, buy, use, and dispose of goods, services, ideas to satisfy their needs. To understand the consumers in the target market, marketing managers rely on the 7 O’s framework of consumer research. The 7 O’s answer to key questions in the market place.

Occupants – Understand a summary of customer’s demographic, psychographic and geographic profiles. (the quantity a customer buys, price of the product, brand identity of the product, from where the customer buys it)

Object - The customer’s choice on a range of products or services (biscuits on different flavors. E.g: chocolate biscuit, chocolate chip cookies, chocolate puff)

Occasions – When/At what time the customer seeks for the product or service (lunch room, party, and journey)

Organizations – The key players in decision making process (users, buyers, deciders, competitors)

Objectives – Reason the customer tend to buy the product (brand image, price, packaging, availability)

Operations – How the consumer gather information before buying the product (media, word of mouth, news papers)

Outlets – From where the consumers buy the product (retails shops, super markets, bakery shops)

[Consumer behavior 2013]

These 7 O’s help business in identifying basic customer wants and needs and therefore the marketer will be able to segment the market, target and position the product or service they offer in order to achieve competitive advantage.

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