Understanding Consumer Buying Behavior

What they buy, Why they buy, When Click to edit Master subtitle style they buy, Where they buy, How often they buy, and use a product or service.

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Factors Influencing Consumer Buying Behavior

Cultural Factors

Culture: A set of rules, values, beliefs, behavior and concepts that is common to and binds members of society. Every culture has its own set of sun cultures

Subculture: Social

Class

Upper Class Upper Middle Class

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Class

Social Factors

Reference Groups
Primary Reference Group

Membership Reference Group Aspiration Reference Group Disclaimant Reference Group Avoidance Reference Group
Secondary Reference Group
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Personal Factors
Age

and Lifecycle Stage and Financial Status Style

Occupation Life

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 Psychological
Motivation

Factors

A motive is a strong urge that drives

a persons activities towards unfulfilled needs and wants.

Maslow , need can be classified as

1. Physiological Needs 2. Security Needs 3. Social Needs 4. Esteem Needs

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Perception
Perception

is a process by which an individual selects, organizes, and interprets stimuli into meaningful thoughts and pictures.
Customer Perceives their environment through

the sense of touch, smell, risk etc. the risk factors involved.

Customer buying behavior are also influenced by Understanding the customer's perception helps

the marketers position their product better than that of the competitors.
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and Attitude

Buying Decisions

Buying Roles
Different

Roles Assumed by People

Initiator Influencer Decider Buyer User Maintainers Disposer

Buying Behavior
Problem Solving Buying Behavior

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Buying Decision Process

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Problem Recognition Information Search

Personal

Sources Sources Sources

Commercial Public

Sources

Experiential

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Evaluation of Alternatives Purchase Decision

Seller Time Size

and location of the store

of purchase

of the product, color and attractiveness of the package of the product and warranty methods like credit arrangements services offered, like installation and

Price

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Post Purchase Behavior

Post Post

Purchase Dissonance Purchase Use and Disposal

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