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Buyer Behaviors 

Chapter 3

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Chapter Objectives 

1. What are the steps and issues associatedwith the consumer buying decision-makingprocess?

2. How do attitudes and values influence

buyer behaviors?3. How can traditional factors and new trends 

affect consumer purchasing decisions?4. When dos the marketing team know that it

has effectively sent messages to business buyers?

5. How can business and consumer markets beintegrated into an effective dual channelmarketing program?

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Chapter Overview

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Consumer purchase process 

Consumer buying environment Recent trends in consumer behavior 

Business buying center 

B-to-B purchasing process 

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Consumer Purchase Process 

Problem recognition

Information search Evaluation of alternatives 

Purchase decision Postpurchase evaluation

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Information Search

Internal search

External search

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External Search Ability to search

Motivation Level of involvement

Need for cognition

Shopping enthusiasm

Perceived cost Perceived benefit

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Affective

Cognitive Conative

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Attitude

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Attitude Sequence Cognitive Affective Conative

Affective Conative Cognitive

Conative

Cognitive

Affective

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Consumer Values 

Attitudes shaped by personal values.

Values are strongly held beliefs.

Values contribute to attitudes.

Personal values 

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Simulations of knowledge structures.

Linkages and levels 

Marketing messages and linkages 

Strengthen current linkage Modify current linkage

Create a new linkage

Cognitive Mapping

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Evoked set method

Evoked set Inept set

Inert set

Multiattr ibute method

Affect referr al

Evaluation of Alternatives 

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Age complexity  Gender complexity  Individualism Active, busy lifestyles Cocooning

Pleasure binges Health Emphasis

Trends

Consumer B uying Environment

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Business-to-BusinessBuyer 

Behavior

Users Buyers Influencers

Deciders

Gatekeepers

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Buying Center

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Factors affecting members of

business buying centres 

Organizational

Individual

These influences change themanner in which decisions are

made and alternatives are chosen

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Organizational influences 

Companys goals and operatingenvironment (Recession , growth)

Decisions constrained? By organizations finances, capital assets ,

Market position , quality of its humanresource

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Individual Factors

Business-to-Business Buying Center

Personality features- Extrovert vs 

introvert

Roles and perceived roles

Motivational levels

Levels of power

Attitude towards risk

Levels of cognitive involvement

Personal objectives3-18

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Straight rebuy

Modified rebuy New task

Types of B-to-B Sales

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Consumer and B-to-B markets

Spin-off market Image concerns

Dual strategy

Single strategy

Dual Channel Marketing

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