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Buying Behavior Definition : The decision process and acts of people involved in buying and
using products . How does the buyer make purchasing decision? What factors influence
consumer purchases?
Need to analyze buying behavior What, Where, When & How Marketing Mix. Helps predict
how consumers will respond to marketing strategies. Great impact on the success of firms
marketing strategy.
Routine Response / Programmed Behavior Frequently purchased low cost items. Low
involvement required. Little search and decision effort Purchased almost automatically.
Limited Decision Making Occasional buying. When information is needed for a unfamiliar brand
in a familiar product category. Requires a moderate amount of time for information gathering .
Loyalty to a brand
Impulse Buying:
Impulse Buying Basis - purchase of the same product does not always elicit the same Buying
Behavior. Reason determines the extent of decision-making.
Examples- impulse buying THIS or THIS ?? going for the dinner- reason can be an anniversary
celebration, or a meal with a couple of friends.
Influencing factors::
Influencing factors : Cultural Factors Social Factors Psychological Factors The marketer must be
aware of these factors in order to develop a appropriate marketing mix for its target market.
Cultural Factors:
Cultural Factors Cultural factors exert the broadest and deepest influence a) Culture b)
Subculture, c) Social class are particularly important in buying behavior.
Social Factors:
Social Factors Consumers wants, learning, motives etc. are influenced by family , reference
groups, social class A) Roles and Status B) Family C) Reference group
Psychological Factors:
Psychological Factors A persons buying choices are influenced by 4 major psychological factors
Motivation Perception Learning Beliefs & attitudes
Consumer Buying Process:
PowerPoint Presentation:
Need Recognition (awareness of need ) The buying process starts when the buyer recognizes a
problem or need. The need can be triggered by internal ,external, marketing stimuli. Ex.-
persons normal needs-hunger/ thrust rises to threshold level and becomes a drive.
Information search:
Information search An aroused consumer will be inclined to search for more information Internal
search- memory. External search- if he needs more information. Friends and relatives (word of
mouth); Marketer dominated sources; comparison shopping; public sources etc.
Contd..:
Contd.. Helps buyer find possible alternatives- i.e- the evoked set . Hungry- want to go out and
eat, evoked set is Chinese food Indian food etc.
Evaluation of Alternatives-:
Contd..:
Contd.. Attributes of interests to buyer : Cameras : picture , sharpness, size ,price Hotels:
Location ,cleanliness , atmosphere, price If not satisfied with your choice then return to the
search phase.
Purchase decision-:
Purchase decision- In evaluation stage the consumer form preferences among the brands I n this
phase-Choose buying alternative includes product, package, store, method of purchase ,
Incentives offered, out of stock, budget etc.
PowerPoint Presentation:
Post-Purchase Evaluation-outcome::