Consumer Buyer Behaviour

Chiinu 2011

Questions studied by marketers

Who

buys? How do they buy? When do they buy? Where do they buy? Why do they buy?

4 Ps of marketing stimuli
Product

Promotion

Marketing
stimuli

Price

Place

Other stimuli:
Events in the buyers environment:
o

o
o o

economic technological political cultural

Model of buyer behaviour

Buyers

Black
Marketing & other stimuli

responses

box

Factors that influence consumers behaviour

Factors

Cultural factors

Social factors

Personal factors

Psychological factors

1. Cultural factors
Cultural

Culture Subculture

Social class

2. Social factors
Groups Family

Social

Consumers buying roles:

Initiator
Influencer
Decider

Buyer User

2. Social factors
Groups Family

Social

Roles and status

3. Personal factors

Personal

Age and life-cycle stage Occupation Economic situation Lifestyle Personality and selfconcept

4. Psychological factors

Motivation o Perception o Learning o Beliefs and attitudes

o

The buyer decision process

Information search

Need recognition

Sources of information:

Personal sources Commercial sources

Public sources
Experiential sources

family, friends, neighbours. advertising, dealers, salespeople. mass media, consumerrating organizations. handling, examining, using the product.

The buyer decision process

Evaluation Information search Need recognition of alternatives

Basic concepts of evaluation processes:

1. Each consumer is trying to satisfy some need. 2. The consumer will attach different degrees of importance to each attribute. 3. The consumer will develop a set of brand beliefs about where each brand stands on each attribute. 4. The consumer is assumed to have a utility function for each attribute. 5. The consumer arrives at attitudes towards the different brands through.

The buyer decision process

Post purchase behaviour

Purchase
Evaluation decision

Information of alternatives search

Need recognition

Consumer Buyer Behaviour

Chiinu 2011