Presentation on

Consumer/Buyer
Behaviors
 Content of the presentation
 Definition of buyer behaviors
 Buyers buying motives
 Recapitulation
 Buyer/consumer Behaviour
 According to Ostrow and
Smith-”consumer behavior as
action of consumers in the
market place and the
underlying motives for those
actions”
 Buyer/consumer Behaviour
 The field of Buyer/consumer
Behaviour:
“studies how individuals, groups,
and organizations select, buy, use,
and dispose of goods, services,
ideas, or experiences to satisfy their
needs and desires.”
 Buyer/consumer Behaviour
IT includes the study of:
☻What they buy
☻Why they buy
☻When they buy
☻Where they buy
☻How often they buy it
☻How often they use if
Goal is to satisfy their needs
 Consumer buying motives
A buying motives induces a buyer to buy a product.
It is a buying motives behind every purchase
Types of buying motives:
 Internal motives
 External motive
 On the basis of product
 Product motives
 Patronage motives
 Consumer buying motives
 Internal motives
Originate in the mind of the people and are both
physical and psychological in nature
 Classified in two terms
 Rational motives
 Emotional motives
 Consumer buying motives
Rational motives (economical consideration)

Motives based on man’s reasoning , logic and ability

and consideration of economic consequences.
Emotional motive(psychological considerations)

 Motives based on personal feelings and cover a wide

range of motives i.e. pleasure, comfort, status, pride,
ambition, social achievement etc
 Consumer buying motives
 External motives
These are outside oneself. Since a consumer is
the product of his environment, his buying
motives are influenced by the external factor.
i.e. income,occupation,religion,culture, family
and social environment act as an motivators
 Recapitulation
 It is process whereby individuals decide
whether, what, when, where, how and from
whom to purchase good and services.
 There is buying motives behind every purchase
 Its not to be same with every buyers.
Thank you