Factors Influencing

Buyer Behaviour

2

The field of Buyer/consumer Behaviors: “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.”

Buyer/consumer Behaviour

Made by Bikash

3

Buying behavior is influenced by:Cultural factorsSocial factorsPersonal factorsPsychological factors

Made by Bikash

How and Why Consumers Buy

Made by Bikash 4

How and Why Consumers Buy

Influence Factors

CulturalCultureSubcultureSocial classes

Made by Bikash 5

How and Why Consumers Buy

Influence Factors

SocialReference groups

MembershipPrimary vs.

secondary Aspirational vs.

dissociativeFamilySocial roles and

statuses

Made by Bikash 6

How and Why Consumers Buy

Influence Factors

PersonalAgeStage in life cycleOccupationEconomic

circumstancesLifestylePersonalitySelf-concept

Made by Bikash 7

How and Why Consumers Buy

Influence Factors

PsychologicalMotivationPerceptionLearningBeliefsAttitudes

8Made by Bikash

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

Consumer Buying Decision Process

9Made by Bikash

Consumer Buying Decision Process

Understand

Buying rolesBuying behaviorBuying decision

process

InitiatorInfluencerDeciderBuyerUser

Made by Bikash 10

Consumer Buying Decision Process

Understand

Buying rolesBuying behaviorBuying decision

process

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

Made by Bikash 11

Consumer Buying Decision Process

Understand

Buying rolesBuying behavior

Buying decision process

Problem recognition

Information searchEvaluation of

alternativesPurchase decisionPostpurchase

behavior

Made by Bikash12

Consumer Buying Decision ProcessPostpurchase Behavior:

Consumers’ expectations are compared to performance

Postpurchase satisfaction influences future behaviorPurchasing behaviorWord-of-mouth communications

Made by Bikash 13

Consumer Buying Decision Process

Marketers should attempt to influence and monitor postpurchase behaviorPostpurchase communications reduce

dissonance, returns, and order cancellations

Talk with customers to discover new uses for existing products

Investigate methods of product disposal