Buyer Behaviour1

7/31/2019 Buyer Behaviour1

1/27

MARKETING MANAGEMENT

BUYER BEHAVIOUR


2/27

CONSUMER BUYER BEHAVIOUR

Consumer Buying Behavior studies howindividuals, groups, and organizations select,buy, use, and dispose of goods, services, ideas,

or experiences to satisfy their needs anddesires.

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


3/27

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, socio-psychology, anthropology and economics.


4/27


5/27

Factors InfluencingConsumer Behavior

Social

Referencegroups

Family

Rolesand

status

Personal Age andlife-cycle

OccupationEconomicsituation

LifestylePersonality

andself-concept

Psycho-logical

MotivationPerceptionLearning

Beliefs andattitudes

Buyer

Culture

Sub-culture

Socialclass

Cultural


6/27


7/27

Factors Affecting ConsumerBehavior: 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 whosemembers share similar values,interests, and behaviors.

Measured by: Occupation,Income, Education, Wealth andOther Variables.


8/27

GroupsMembershipReference

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

Roles and Status

Social Factors

Factors Affecting ConsumerBehavior: Social


9/27


10/27

AIO ACTIVITIES INTERESTS OPINIONS

- Work - Family. - Themselves. - Hobbies. - Home. - Social issues. - Social events. - Job. - Politics.

- Vacations. - Community. - Business.

- Entertainment. - Recreation. - Education.

- Clubs. - Fashion. - Economics.

- Community. - Food. - Products. - Shopping. - Media. - Future.

- Sports. - Achievers. - Culture.


11/27

Factors Affecting ConsumerBehavior: Psychological

PsychologicalFactors

AffectingBuyersChoices

Motivation

Perception

Learning

Beliefs and Attitudes


12/27

Psychological - Motive

A motive is a need that has asufficient level of intensity.Creating a tension state thatdrives the person to act.Satisfying the need reduces thefelt tension.


13/27

Maslows Hierarchy of Needs

Psychological needs

(food, water, shelter) 1

Safety needs (security, protection)

2

Social needs(sense of belonging, love) 3

Esteem needs(self-esteem, recognition)

4

Self-actualization

(self-developmentand realization)

5


14/27

Psychological - Perception

The process by which an individualselects, organizes, and interpretsinformation inputs to create a meaningfulpicture of the world.


15/27

Psychological - Learning

Changes in an individualsbehavior arising from experience.


16/27


17/27

Consumer Buying Decision Process

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


18/27


Understand

Buying roles Buying behavior Buying decision

process

Initiator Influencer

Decider Buyer User


19/27


20/27


Understand

Buying roles Buying behavior Buying decision

process

Complex buying behavior Dissonance-reducing

buying behavior Habitual buying behavior Variety-seeking buying

behavior


21/27

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


22/27

Dissonance-reducing buyingbehavior

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 hearfavorable reports about other products insame category.


23/27


24/27

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


25/27


26/27


27/27


Postpurchase Behavior: Consumers expectations are compared to

performance Postpurchase satisfaction influences future

behavior Purchasing behavior

Word-of-mouth communications

Buyer Behaviour1

Documents

Transcript of Buyer Behaviour1