Post on 18-Nov-2014
description
Factors Influencing
Buyer Behaviour
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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
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Buying behavior is influenced by:Cultural factorsSocial factorsPersonal factorsPsychological factors
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How and Why Consumers Buy
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How and Why Consumers Buy
Influence Factors
CulturalCultureSubcultureSocial classes
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How and Why Consumers Buy
Influence Factors
SocialReference groups
MembershipPrimary vs.
secondary Aspirational vs.
dissociativeFamilySocial roles and
statuses
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How and Why Consumers Buy
Influence Factors
PersonalAgeStage in life cycleOccupationEconomic
circumstancesLifestylePersonalitySelf-concept
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How and Why Consumers Buy
Influence Factors
PsychologicalMotivationPerceptionLearningBeliefsAttitudes
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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
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Consumer Buying Decision Process
Understand
Buying rolesBuying behaviorBuying decision
process
InitiatorInfluencerDeciderBuyerUser
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Consumer Buying Decision Process
Understand
Buying rolesBuying behaviorBuying decision
process
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
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Consumer Buying Decision Process
Understand
Buying rolesBuying behavior
Buying decision process
Problem recognition
Information searchEvaluation of
alternativesPurchase decisionPostpurchase
behavior
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Consumer Buying Decision ProcessPostpurchase Behavior:
Consumers’ expectations are compared to performance
Postpurchase satisfaction influences future behaviorPurchasing behaviorWord-of-mouth communications
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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