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Buyer Responses
Buyer Attitudes and
The Environment Buyers Black Box Preferences
Marketing Stimuli Buyer Purchase Behavior:
(4PSs) Characteristics What, How Where,
Other (PEST) When
Buyer Decision
Process Brand and
Company
Relationship
Behavior
Characteristics Influencing
Consumer Behavior
Personal
Culture
Psychological
• Motivation
Social
• Reference
• Sub Culture Groups Life Stage • Perception
• Social Class • Family • Occupation • Learning
• Roles and • Economic • Beliefs and
Status Situation Attitudes
• LifeStyle
• Personality
and Self
Concept
Characteristics Affecting
Consumer Behavior
Culture is the learned values, perceptions, wants, and behavior from family
and other important institutions
• Muslims
• Hindus
• Sikhs
• Christians
• Urban or Rural
Socio Economic Classification
System (SEC)
Social Factors
• Small Groups
• Family
• Social Roles
• Status
Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Personal Interest
Savings
income rates
Characteristics Affecting
Consumer Behavior
Personal Factors
Lifestyle is a person’s pattern of living as expressed in his or her
psychographics
Motivation
Perception
Learning
Responses Reinforcement
Characteristics Affecting
Consumer Behavior
Psychological Factors
Beliefs and Attitudes
Variety
Significant Complex
Seeking
Difference Buying
Buying
Between Brands Behavior
Behavior
Dissonance
Habitual
Reducing
Few Difference Buying
Buying
Between Brands Behavior
Behavior
Types of Buyer Decision Behavior
Complex Buying Behavior
In this case, the buyer will shop around to learn what is, available but will buy
fairly quickly because brand differences are not pronounced.
Post Purchase Dissonance: After the purchase, the consumer might experience
dissonance that stems from noticing certain disquieting features of the product or
hearing favorable things about other brands.
Types of Buyer Decision Behavior
Habitual Buying Behavior
Consumers have little involvement in this product, they go to a store and reach
out for a certain product
Consumers seem to have low involvement with most low cost, frequently
purchased products
Marketers of low involvement products often use price and sales promotions to
stimulate a product trial
Types of Buyer Decision Behavior
Variety Seeking Buying Behavior
The consumer has some beliefs, chooses a brand of cookies without much
evaluation, and evaluates it during consumption.
But next time, the consumer may reach for another brand out of boredom or a
wish for a different taste.
The market leader will try to encourage habitual buying behavior by dominating
the shelf space, avoiding out-of-stock conditions
Challenger firms will encourage variety seeking by offering lower prices, deals,
coupons, free samples and advertising that presents reasons for trying something
new.
Non-Compensatory Models of Choice
• Functional
• Physical
• Financial
• Social
• Psychological
• Time
Buyer Decision Process
Evaluation Post
Need Information Purchase
of Purchase
Recognition Search Decision
Alternatives Behavior