Consumer Behavior in Retail context

Instructor: Dr. Ravineet Kaur

 Retail Buying Roles
Five roles people might play in a buying decision:

Buyer Role Characteristics

Initiator First individual who suggests the idea of buying the

particular product or service.
Influencer Provides views and advice which are valued by others and
can subsequently influence the final decision.
Decider The individual who takes the decision in the buying
process as to what to buy, how to buy, where to buy etc.

Buyer The individual who actually makes the purchase.

User The individual who consumes or uses the service/product.

 Understanding Consumers

A few methods businesses can use to collect customer data include:

•Surveys and feedback forms
•Talking to customers in person
•Social media
Understanding Consumers
Buying Decision Process
 References
• https://www.clootrack.com/knowledge_base/what-is-consumer-behavior
• https://www.iedunote.com/consumer-behavior-theories
• DOI: 10.9790/487X-2106026266
• https://indiafreenotes.com/consumers-buying-roles-initiator-influencer-
decider-buyer-and-user/
• https://dtrendzfashionblog049.wordpress.com/2021/05/19/trickle-up-
trickle-downtrickle-across/
• https://pediaa.com/difference-between-behaviorism-and-cognitive-
psychology/
• https://bbamantra.com/family-influence-on-consumer-behaviour/
• https://hmhub.in/family-buying-influences-family-life-cycle-and-buying-
roles/
• https://www.tutorialspoint.com/consumer_behavior/consumer_behavior_r
eference_groups.htm
• https://www.iedunote.com/reference-groups
• https://study.com/learn/lesson/reference-group-types-examples.html