“BUYER’S BEHAVIOR”.

Buyer’s Behavior
Two Categories Of Buyer’s:-

•Individual Consumers

•Business Buyers
INDIVIDUAL BUYERS :-
These buyers buys things
for his own personal and family
consumption.
BUSINESS BUYERS:-
These are the commercial
buyers they buys things for
manufacturing other products or for
reselling or use in the running of his
enterprises.
 BUYER BEHAVIOUR MODELS
1) MASLOW’S HIERARCHY OF NEEDS :
Self-actualization
Needs

Esteem
Needs

Social
Needs

Safety Needs

Physiologic
al Needs
2) The Economic Models:
Buyer is a rational man and his
buying decisions are totally governed by the concept of
utility.

3) The Learning Model :

The buyer behavior can be
influenced by manipulating the drives ,stimuli and
responses of the buyer.
4) The Psychoanalytical Model :
The individual consumer has
a complex set of deep-seated motives that drive him towards
certain buying decisions.
5) The Sociological Model :
In this model the individual
buyer is influenced by society .His buying decisions are not
totally governed by utility ,he has a desire to emulate
,follow
6) The,and fit in with
Nicosia his immediate environment.
Model:

It tries to establish a link between the firm and the

consumer. And in this model human being is analyzed as a
system with “stimuli” as a the input of the System and
“behavior” as the output of the system. This model is put
forward
7) by “FRANCESCO
The Howard- NICOSIA.” In 1966.
Sheth Model:
This model was put forward by John Howard
and Jagadish Sheth in 1969.According to this model ,there
are inputs in the form of stimuli. There are output beginning
with attention to a given stimulus and ending with purchase.
FACTORS INFLUENCING BUYERS
BEHAVIOUR:-
The factors influencing buyer’s behavior grouped
into 3 broad categories;

1) Factors that are part of the buyers as an individual

2) Buyer’s social environment (group influence)

3) Information from a variety of sources .

1 .Factors That Are Part Of The
Buyer As An Individual:

(i) Personal factors

(ii)Cultural factors

(iii)Psychological factors
 (I) Personal factors-(Age, Education,
Economic Position, Status, Self-concept)
An individual’s age, level of
education, his occupation, overall economic position and
lifestyle, all influences his role as a buyer. They decide what
products will buy and consume. A person’s self- concept and
his concern about status also influence his buying decisions.
(ii) Cultural factors: (Religion, language, etc…)
Within any religion, there may
be several sects and sub-sects; there may be orthodox groups
and cosmopolitan groups. In dress ,Food habits or marriage-in
almost all matters of individual life-religion and culture
exercise an great influence .
(iii)Psychological factors-
(beliefs,attitudes,motivation, and perception):-
Individuals coming under the same economic and
social groups can be vastly different when it comes to certain
personal believes, faith and attitudes. One may be traditional
in the overall view of life, while another may be modern. One
may be least innovative, while another may welcome anything
new.
2. Buyer’s Social Environment (Group
Influence)
The buyer, he is not an ascetic, he
is living in a society, is influenced by it. He is a member of
several organizations and groups, both formal and informal.
There is constant interaction between the individual and the
groups to which he belongs. Which influence him in his day-
to-day life and consequently, his buying behavior.
Since there are two broad groups of which an individual
is apart, we shall discuss group influence in two parts.

(i) Influence of intimate group.

(ii) Influence of the broad social class
(i) Influence Of Intimate Group ;
The intimate groups are like, family,
friends, close colleagues and closely knit organizations. These
groups exercise a strong influence on the lifestyles and the
buying patterns of its members. Among these groups, the most
influential and primary groups are the family and peer groups.
The peer group has the greatest influence on the individual
member as a stabilizer of styles and behavior patterns .
(ii) Influence Of The Broad Social Class;
The social class is a larger
group than the intimate groups. The constitution of a social
class is decided by the income, occupation, place of residence,
etc., of the individual members. They share a common
lifestyle and behavior pattern. And they normally select a
product or a brand that caters to their class norms..
3) Information from Various Sources;
The buyer today is exposed to a
veritable flood of information, unleashed on him from
different sources. These sources inform him about new
products and services. The information sources
includes, advertising, samples, and trials, display in
shops and sales men’s suggestions.etc…
 Buying motives
It may be defined as ‘all the impulses,
desires and considerations’, which induce a buyer to
purchase a given product.
Buying Motives Generally Of Two Types;

•Product motives
•Patronage motives

It is often said that

“dissatisfaction of human beings creates new products and
new markets”. A product is bundle of satisfaction. At least it
•Product motives:-
There are two categories

•Emotional product motives

•Rational product motives

Emotional product motives are those impulses that

appeal to the buyer’s pride or ego, his urge to imitate others, or
his desire to be distinctive. It may persuade him to buy
product without evaluating the plus and minus points of such
action.
Rational product motives, involves a logical
analysis of the intended purchase- the purpose expected to be
served by the product.
2. Patronage motives:-
Just like product motive patronage motive
also can be grouped into emotional and rational categories,
Emotional patronage are those that a buyer to buy from
specific shops, without much logical reason behind that action.
However, if he selects a shop because he knows that it offers a
wide selection, or the latest models, or good after-sales
services, then he in influenced by the Rational Patronage
Motives. There is a combination of both emotional and
rational motives .
The buying process;
There are eight stages
of buying process,
Problem recognition (need recognition)
Awareness
Comprehension (evaluation)
Attitude
Legitimization
Trial
Adoption
Post-purchase behavior
Business buyers
Definition:-
A business buyer is one who buys goods
and services for any or all of the following purposes;

•For making other goods and services

•For reselling
•For use as consumables in the organisation
Classification of business buyers:-

•Buyers in the agriculture sector

•Buyers in the industrial sector
•Buyers in the service sector
• Resellers
• Buyers in the government sector
•Buyers in non-profit businesses
BUYING HABITS AND PATTERNS

•Goes through long negotiations.

•Frequency of purchase.
•Size of order.
•Several participants in the buying decisions.
•Distribution channels.