Buyer Behavior

Is the actions people take with regard to buying and using

products.
Characteristics Influencing Buyer Behavior In
Consumer Markets
1. Cultural characteristics
2. Social characteristics
3. Personal characteristics
4. Psychological characteristics
Cultural characteristics(how a learned world view can influence buyer behavior)
• Culture
• Social Class
Social characteristics(how people around us can influence buyer behavior)
• Family
• Reference groups
• Roles and statuses
Personal characteristics(how personal circumstance can influence buyer
behavior)
• Occupation
• Economic circumstances
• Lifestyle
Psychological characteristics(how self-concept can influence buyer behavior
• Motivation
• Perception
• Learning
Consumer Buying Decision Process
The Consumer Decision Process (also known as Buyer Decision Processs)
refer to the decision making stages that a consumer undergoes before,
during, and after they purchase a product or service.

5-Step Consumer’s Buying Decision Process

Step 1: Problem recognition
Step 2: Information search
Step 3: Evaluation of alternatives
Step 4: Purchase Decision
Step 5: Post purchase behavior
Business Markets
Business markets are organizations that buy goods and services
for use in the production of other product and services, compared
to consumer markets that buy for personal consumption.

5 Buyer Influences in Business Markets

1. Environmental influences
2. Organizational influences
3. Situational influences
4. Interpersonal influences
5. Individual influences
Environmental Influences That Can Affect Business
Market

Supply conditions
Without assurance of the supply of raw materials, products cannot be
manufactured.

Competitive developments
Technology that can allow a company to gain competitive advantage of
lower cost versus competitor can be valuable to business customers.

Social responsibility concerns

Social responsibility, on the other hand, may become the determining
dimension of a purchase
Organizational Influences that can Affect Business
Markets
• Objectives
• Policies
• Procedures
• Organizational structures
• Skills
• System
Situational Influences that can Affect Business Market
• Time • Availability
• Financial standing • Special offers
• Exclusivity
Interpersonal Influences that can Affect Business
Market
• Interest
• Authority
• Status
Individual Influences
1. Age
2. Income
3. Education
4. Job position
5. Personality
6. Risk tolerance
7. Culture and customs
8-Step Business Buying Decision Process
1. Problem Recognition
2. General Need Descriptions
3. Product Specification
4. Supplier Search
5. Proposal Solicitation
6. Purchase Decision (Supplier Selection)
7. Order-Routine Specification
8. Supplier Performance Review
Business-to-Business Market(B2B)
Businesses sell products and services to other businesses for use in their
daily operations or for making other products and services.
Consumer and Business Market
What is Consumer Market?
Consumer market refers to a market where in the seller sells the
product for a primary reasons of making profits while buyer buys the
products for personal use.

What is Business Market?

Is B2B market where in the products or services of a particularly
organization are sold to or purchased by other organizaton or
business.
Similar Characteristics of Consumer and Business
Market
• Identify their target market
• Fully understand their customer
• Demonstrate value-creation from the perspective of their target
market
• Be trustyworthy brands and sellers
• Create a pricing scheme affordable to their target market
• Identify their channel service attribute
• Communicate well with their target market
• Have customer bonding with their customers
• Outperform competition
• Be profitable
Thank you!