| Understanding purchasing and consumption behaviour is a key challenge for marketers. |
Fahimtar halin siye da amfani babban kalubale ne ga masu kasuwa. |
| Consumer behaviour, in its broadest sense, is concerned with understanding both how purchase decisions are made and how products or services are consumed or experienced. |
Halin mabukaci, a cikin ma'anarsa mafi girma, yana damuwa da fahimtar yadda ake yanke shawarar sayayya da kuma yadda ake amfani da samfurori ko ayyuka. |
| Some purchase decisions involve long, detailed processes that include extensive information search to select between competing alternatives. |
Wasu shawarwari na sayayya sun ƙunshi dogon lokaci, cikakkun bayanai da suka haɗa da bincike mai zurfi don zaɓar tsakanin zaɓuɓɓuka masu gasa. |
| Other purchase decisions, such as impulse buys or habitual purchases, are made almost instantaneously with little or no investment of time or effort in information search. |
Wasu shawarwari game da sayayya, kamar su sayayya da aka yi a ɓoye ko kuma sayayya da aka saba yi, ana yin su kusan nan take ba tare da yin amfani da lokaci ko ƙoƙari sosai wajen neman bayani ba. |
| Some purchase decisions are made by groups (such as families, households or businesses) while others are made by individuals. |
Wasu ƙungiyoyi (kamar iyalai, gidaje ko kamfanoni) suna yanke shawarar sayayya yayin da wasu mutane ke yanke shawara. |
| When a purchase decision is made by a small group, such as a household, different members of the group may become involved at different stages of the decision process and may perform different roles. |
Lokacin da ƙaramin rukuni, kamar iyali, ya yanke shawarar sayan, membobin rukuni daban-daban na iya shiga cikin matakai daban-daban na yanke shawara kuma suna iya yin ayyuka daban-daban. |
| For example, one person may suggest the purchase category, another may search for product-related information while yet another may physically go to the store, buy the product and transport it home. |
Alal misali, mutum ɗaya zai iya ba da shawarar nau'in sayan, wani kuma zai iya neman bayanan da suka shafi samfurin yayin da wani kuma zai iya zuwa shagon, saya samfurin kuma ya kawo shi gida. |
| It is customary to think about the types of decision roles; such as: |
Yana da al'ada a yi tunani game da nau'ikan rawar yanke shawara; kamar: |
| The Initiator |
Wanda Ya Fara |
| the person who proposes a brand (or product) for consideration (something in return); |
mutumin da ya ba da alama (ko samfurin) don la'akari (wani abu a musayar); |
| The Influencer |
Wanda Yake da Iko |
| someone who recommends a given brand; |
wani wanda ya bada shawarar wani alama; |
| The Decider |
Mai Yanke Shawara |
| the person who makes the ultimate purchase decision; |
mutumin da ya yanke shawarar sayen ƙarshe; |
| The Purchaser |
Mai Saye |
| the one who orders or physically buys it; |
wanda ya umurce shi ko kuma ya saya shi; |
| The User |
Mai amfani |
| the person who uses or consumes the product. |
mutumin da ke amfani da ko cinye samfurin. |
| In a family unit, the adult female often makes brand choices on behalf of the entire household, while children can be important influencers |
A cikin iyali, mace mai girma tana yawan zaɓar alamar a madadin dukan iyalin, yayin da yara za su iya zama masu tasiri |
