Marketing Management: Buyer Behaviour
Marketing Management: Buyer Behaviour
Marketing Management: Buyer Behaviour
BUYER BEHAVIOUR
The central question for marketers is: How do consumers respond to various
marketing efforts the company might use?
It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics.
Buyer Responses
Product Choice Brand Choice
Other
Personal
Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept
Psychological
Motivation Perception Learning Beliefs and attitudes
Buyer
Social Factors
Occupation Occupation
Activities Activities
Interests Interests
Opinions Opinions
AIO
ACTIVITIES INTERESTS OPINIONS
Perception
Learning
Psychological - Motive
A motive is a need that has a sufficient level of intensity. Creating a tension state that drives the person to act. Satisfying the need reduces the felt tension.
4 Esteem needs
(self-esteem, recognition)
Psychological - Perception
The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.
Psychological - Learning
Psychological - Attitude
An attitude describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea.
After purchase, consumer may notice certain negative points about product purchased, or consumers may hear favorable reports about other products in same category.