Buyer Behavior

Submitted By:-
Puneet Sapra
MBA AB 009
 Approaches to Study of
Buyer Behavior
 Economic model
 Learning theory model
 Psycho-analytic model
 Information processing model
 Model of Buyer Behavior
Learning Models

 Stimulus Response
• from experience change behavior

• habits formed through repetition

 Cognitive
• experience not necessary for learning
 Model of Buyer Behavior (cont..)
Buyer Behavior Model

• “Black Box”

• Internal versus External Models

• Psychological versus Sociological

 Model of Buyer Behavior (cont..)

External Internal
(sociological) (psychological)

culture
needs learning b
social class
e
motives h
reference groups a
wants personality v
family
i
perception o
marketing mix awareness attitude preference
r

Buyer Behavior Model

 Model of Buyer Behavior (cont..)
Marketing and Buyer’s Black Box Buyer Responses
Other Stimuli

Marketing Buyer Characteristics Product Choice

Product Buyer Decision Process Brand Choice
Price Dealer Choice
Place
Promotion
Other Purchase Timing
Economic Purchase Amount
Technological
Political
Cultural
 Factors Affecting Consumer
Behavior:
Culture:
Physcological:
•Religion
• Motivation
•values
• Mind set
Social:
Needs:
•Roles and status
• Social
•Groups and membership
• Esteem
•Family
• Security
Personal:
• Physiological
•Age
•Occupation
•Personalitty
•Lifestyle
•Activities
•Interests
 Consumer Evaluation
What criteria do consumers use to make
evaluations? What do consumers care
about?
 Values

 Benefits

 Attributes

 Means-End Value Chains

 Buyer Decision Process

Purchase
Decision
Evaluation Postpurchase
of Alternatives Behavior
Information
Search
Need
Recognition
Thank You