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    Marketing Management: Buyer Behaviour

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    Alagu Raja
    This document discusses consumer buyer behavior and the factors that influence consumer purchasing decisions. It outlines the consumer buying decision process, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also examines the cultural, social, personal, and psychological factors that affect consumer behavior, such as culture, social class, reference groups, age, personality, motivation, perception, beliefs, and attitudes. Finally, it describes different types of consumer buying behaviors like complex buying behavior, dissonance-reducing buying behavior, variety-seeking buying behavior, and habitual buying behavior.

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    Marketing Management: Buyer Behaviour

    Uploaded by

    Alagu Raja
    41 views27 pages
    This document discusses consumer buyer behavior and the factors that influence consumer purchasing decisions. It outlines the consumer buying decision process, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also examines the cultural, social, personal, and psychological factors that affect consumer behavior, such as culture, social class, reference groups, age, personality, motivation, perception, beliefs, and attitudes. Finally, it describes different types of consumer buying behaviors like complex buying behavior, dissonance-reducing buying behavior, variety-seeking buying behavior, and habitual buying behavior.

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    This document discusses consumer buyer behavior and the factors that influence consumer purchasing decisions. It outlines the consumer buying decision process, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also examines the cultural, social, personal, and psychological factors that affect consumer behavior, such as culture, social class, reference groups, age, personality, motivation, perception, beliefs, and attitudes. Finally, it describes different types of consumer buying behaviors like complex buying behavior, dissonance-reducing buying behavior, variety-seeking buying behavior, and habitual buying behavior.

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    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    41 views27 pages

    Marketing Management: Buyer Behaviour

    Uploaded by

    Alagu Raja
    This document discusses consumer buyer behavior and the factors that influence consumer purchasing decisions. It outlines the consumer buying decision process, which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also examines the cultural, social, personal, and psychological factors that affect consumer behavior, such as culture, social class, reference groups, age, personality, motivation, perception, beliefs, and attitudes. Finally, it describes different types of consumer buying behaviors like complex buying behavior, dissonance-reducing buying behavior, variety-seeking buying behavior, and habitual buying behavior.

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    of 27

    MARKETING MANAGEMENT

    BUYER BEHAVIOUR

    CONSUMER BUYER BEHAVIOUR


    Consumer Buying Behavior studies how
    individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.

    The central question for marketers is: How do consumers respond to various
    marketing efforts the company might use?

    CONSUMER BUYER BEHAVIOUR


    Consumer behavior is the study of How people buy?
    What they buy? When they buy? And why they buy?

    It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics.

    Model of Buyer Behavior


    Marketing and Other Stimuli
    Marketing
    Product Price Place Promotion

    Buyers Black Box


    Buyer Characteristics Cultural Social Personal Psychological Buyer Decision Process Problem Recognition Info search Evaluation of Alternatives Purchase Decision Post purchase behavior

    Buyer Responses
    Product Choice Brand Choice

    Other

    Economic Technological Political Cultural

    Purchase Timing Purchase Amount

    Factors Influencing Consumer Behavior


    Cultural Social
    Culture Subculture Social class Reference groups Family

    Personal
    Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept

    Psychological
    Motivation Perception Learning Beliefs and attitudes

    Buyer

    Roles and status

    Factors Affecting Consumer Behavior: Culture


    Culture is the Most Basic Cause of a Person's Wants and Behavior.
    Subculture
    Each culture consists of smaller subculture that provide even more specific identification & socialization for its members. IncludeState of origin. Religion.
    Sub-culture may make up important market segment. Hence, marketers may design products & marketing programs tailored to their needs.

    Factors Affecting Consumer Behavior: Culture


    Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family.
    Social Class
    Societys relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. Measured by: Occupation, Income, Education, Wealth and Other Variables.

    Factors Affecting Consumer Behavior: Social


    Groups Membership Reference
    Family (most important) Husband, wife, kids Influencer, buyer, user

    Social Factors

    Roles and Status

    Factors Affecting Consumer Behavior: Personal


    Personal Influences Personal Influences
    Age and Life Age and Life Cycle Stage Cycle Stage Economic Economic Situation Situation Personality & Personality & Self-Concept Self-Concept

    Occupation Occupation

    Lifestyle Identification Lifestyle Identification

    Activities Activities

    Interests Interests

    Opinions Opinions

    AIO
    ACTIVITIES INTERESTS OPINIONS

    - Work - Hobbies. - Social events.


    - Vacations. - Entertainment. - Clubs. - Community. - Shopping. - Sports.

    - Family. - Home. - Job.


    - Community. - Recreation. - Fashion. - Food. - Media. - Achievers.

    - Themselves. - Social issues. - Politics.


    - Business. - Education. - Economics. - Products. - Future. - Culture.

    Factors Affecting Consumer Behavior: Psychological


    Motivation

    Beliefs and Attitudes

    Psychological Factors Affecting Buyers Choices

    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.

    Maslows Hierarchy of Needs


    5
    Selfactualization
    (self-development and realization)

    4 Esteem needs
    (self-esteem, recognition)

    Social needs 3 (sense of belonging, love)

    Safety needs (security, protection)


    Psychological needs (food, water, shelter)

    Psychological - Perception
    The process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture of the world.

    Psychological - Learning

    Changes in an individuals behavior arising from experience.

    Psychological - Attitude
    An attitude describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea.

    Consumer Buying Decision Process


    In addition to understanding how these factors influence consumers, marketers must identify and understand:
    Who makes the buying decision The types of buying decisions The stages in the buying process

    Consumer Buying Decision Process


    Understand
    Buying roles Buying behavior Buying decision process

    Initiator Influencer Decider Buyer User

    Some consumer behavior roles


    The initiator who determines that some need or want is not being met and authorizes a purchase to rectify the situation- initiator A person who by some intentional or unintentional word or action influences the purchase decision, influencer The individual who actually makes the purchase transactions- buyer The person who is directly involved in the consumption or use of the product- User

    Consumer Buying Decision Process


    Understand
    Buying roles Buying behavior Buying decision process
    Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

    Complex buying behavior


    Features:
    Consumers highly involved in buying. Significant difference among brands.

    May occur when


    Product is expensive. Product bought infrequently. Purchase may be risky. Product is self expressive. Example:- cars, two-wheelers, color TV, washing machines etc

    Dissonance-reducing buying behavior


    Features
    Consumers highly involved in purchase. Consumer sees little difference in brands. Example:- carpets, Personal computer.

    After purchase, consumer may notice certain negative points about product purchased, or consumers may hear favorable reports about other products in same category.

    Variety-seeking buying behavior


    Features
    Low consumer involvement. Significant brand choices.

    May lead to brand switching to larger extent


    Example:- Biscuits, Candies.

    Switch occurs due to


    Boredom. Desire for variety.

    May not be due to dissatisfaction.

    Habitual buying behavior


    Features
    Low involvement. Few differences between brands. Example:- salt, toothpaste, cigarettes.

    May happen with


    Low cost. Frequent purchase product. Marketers may follow strategies such as
    Induce trial through low prices / sales promotion. Advertise on TV (High repetition / Short messages) Link product to some involving issues Toothpaste No cavities. Link product to involving personal issues. Coffee shake off sleepiness in the morning

    Consumer Buying Decision Process


    Understand
    Buying roles Buying behavior Buying decision process
    Problem recognition Information search Evaluation of alternatives Purchase decision Post purchase behavior

    Buyer Decision Process


    Purchase Decision Evaluation of Alternatives Information Search Need Recognition Postpurchase Behavior

    Consumer Buying Decision Process


    Postpurchase Behavior:
    Consumers expectations are compared to performance Postpurchase satisfaction influences future behavior
    Purchasing behavior Word-of-mouth communications

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