Factors

Influencing
Buyer
Behaviour
 Buyer/consumer Behaviour
The field of Buyer/consumer
Behaviors:
“studies how individuals, groups,
and organizations select, buy,
use, and dispose of goods,
services, ideas, or experiences to
satisfy their needs and desires.”
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 How and Why Consumers Buy
Buying behavior is influenced
by:
Cultural factors
Social factors
Personal factors
Psychological factors

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How and Why Consumers Buy
Influence Factors
Cultural Culture
Subculture
Social classes

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How and Why Consumers Buy
Influence Factors
Social
Reference groups
Membership
Primary vs.
secondary
Aspirational vs.
dissociative
Family
Social roles and
statuses
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How and Why Consumers Buy
Influence Factors
Personal Age
Stage in life cycle
Occupation
Economic
circumstances
Lifestyle
Personality
Self-concept
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How and Why Consumers Buy
Influence Factors
Psychological Motivation
Perception
Learning
Beliefs
Attitudes
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Consumer Buying Decision Process
In addition to understanding how
these factors influence consumers,
marketers must identify and
understand:
Who makes the buying decision
The types of buying decisions
The stages in the buying process
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Consumer Buying Decision Process

Understand Initiator
Influencer
Buying roles Decider
Buying behavior Buyer
Buying decision User
process

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Consumer Buying Decision Process

Complex buying
Understand behavior
Dissonance-reducing
Buying roles buying behavior
Buying behavior Habitual buying
behavior
Buying decision Variety-seeking buying
process behavior

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Consumer Buying Decision Process

Problem recognition
Understand
Information search
Evaluation of
Buying roles
alternatives
Buying behavior Purchase decision
Buying decision Postpurchase behavior

process

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Consumer Buying Decision Process
Postpurchase Behavior:
Consumers’ expectations are compared to
performance
Postpurchase satisfaction influences
future behavior
Purchasing behavior
Word-of-mouth communications

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Consumer Buying Decision Process

Marketers should attempt to influence and

monitor postpurchase behavior
Postpurchase communications reduce
dissonance, returns, and order cancellations
Talk with customers to discover new uses for
existing products
Investigate methods of product disposal

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