BUYER BEHAVIOUR

                            
To understand the buyer , and to create a customer through this understanding , is the main purpose of buyer behaviour studies. The time and effort spent on this relatively new discipline have been of enormous magnitude. And every buyer – study has unfolded some new dimension of this discipline. The subject has been approached and analyzed from different angles and under different premises. Different inferences have been formulated. But the subject too complex to beat, still remains a theorem without a proof.

What motivates the buyer ? What induces him to buy ? Why does he buy a specific brand from a particular shop ? Why does he shift his preferences from one shop to another or from brand to another ? How does he react to a new product introduced in the market or a piece of information addressed to him ? What are the stages he travels through before he makes the decision to buy ?

Continues with new techniques …        

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HUMAN ENERGY

                                      

One of our most difficult problems is what we call discipline, and it is really very complex. You see, society feels that it must control or discipline the citizen, shape his mind according to certain religious , social, moral and economic patterns.  

Now is discipline necessary at all ? Please listen carefully, don’t immediately say yes or no . Most of us feel, especially while we are young , that there should be no discipline , that we should be allowed to do whatever we like, and we think that is freedom. But merely to say that we should or should not have discipline, that we should be free , and so on has very little meaning without understanding the whole problem of discipline.

The keen athlete is disciplining himself all the time , is he not ? His joy in playing games and the very necessity to keep fit makes him go to bed early, refrain from smoking, eat the right food , and generally observe the rules of good health. His discipline is not an imposition or a conflict, but a natural outcome of his enjoyment of athletics.

Now does discipline increase or decrease human energy ? Human beings throughout the world, in every religion, in every school of philosophy, impose discipline on the mind which implies control, resistance, adjustment , suppression; and is all this necessary ? If discipline brings about a greater output of human energy , then it is worthwhile, then it has meaning , but if it merely suppresses human energy, it is very harmful, destructive. All of us have energy, and the question is whether that energy through discipline can be made vital, rich and abundant or whether discipline destroys whatever energy we have. I think this is the central issue.

Energy will flow …

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TRUE EDUCATION

The ignorant man is not the unlearned, but he who does not know himself, and the learned man is stupid when he relies on books, on knowledge and on authority to give him understanding. Understanding comes only through self – knowledge, which is awareness of one’s total psychological process. Thus education , in the true sense, is the understanding of oneself, for it is within each one of us that the whole of existence is gathered.

What we now call education is a matter of accumulating information and knowledge from books, which anyone can do who can read. Such education offers a subtle form of escape from ourselves and like all escapes , it inevitability creates increasing misery. Conflict amd confusion result from our own wrong relationship with people, things and ideas, and until we understand that relationship and alter it, mere learning , the gathering of facts and the acquiring of various skills, can only lead us to engulfing chaos and destruction.

As society now organized, we send our children to school to learn some technique by which they can eventually earn a livelihood. We want to make the child first economic position. But does the cultivation of a technique enable us to understand ourselves?

While it is obviously necessary to know how to read and write, and to learn engineering or some other profession, will technique give us the capacity to understand life ? Surely technique is secondary ; and if technique is the only thing we striving for we are obviously denying what is by far the greater part of life.

Life is pain, joy, beauty, ugliness, love, and when we understand it as a whole , at every level, that understanding creates its own technique. But the contrary is not true : technique can never bring about creative understanding.

Understands continues...   

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PURPOSE OF LIFE

 

The significance of life is living. Do we really live , is life worth living when there is fear, when our whole life is trained in imitation, in copying? In following authority , is there livening ? Are you living when you follow somebody, even if he is the greatest saint or the greatest politician or the greatest scholar ?

If you observe your own ways, you will see that you do nothing but follow somebody or another. This process of following is what we call “living” , and then at the end of it you say , “ What is the significance of life ? “  To you, life has no significance now ; the significance can come only when you put away all this authority. It is very difficult to put away authority.

What is freedom from authority ? You can break a law. That is  not the freedom from authority. But there is freedom in understanding the whole process, how the mind creates authority, how each one of us is confused and therefore wants to be assured that he is living the right kind of life. Because we want to be told what to do, we are exploited by gurus, spiritual as well as scientific. We do not know the significance of life as long as we are copying – imitating – following.

How can one know the significance of life when all that one is seeking is success ? That is our life ; we want success ,we want to be completely secure inwardly and outwardly, we want somebody to tell us that we are doing right, that we are following the right path leading to salvation…all our life is following a tradition, the tradition of yesterday or of thousands of years, and we make every experience into an authority to help us to achieve a result. So we do not know the significance of life. All that we know is fear – fear of what somebody says, fear of dying, fear of not getting what we want, fear of committing wrong, fear of doing good. Our minds are so confused , caught in theory that we cannot describe what significance life has to us.

Life is something extraordinary. When question arises from someone “ What is the significance of life ? “ he wants a definition. All that he will know is the definition, mere words, and not the deeper significance , the extraordinary richness, the sensitivity to beauty, the immensity of living.

The question of “ What is life ? “  will continues on next week.

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