Buyer Behaviors

Chapter 3

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 Chapter Objectives
1. What are the steps and issues associated
with the consumer buying decision-making
process?
2. How do attitudes and values influence buyer
behaviors?
3. How can traditional factors and new trends
affect consumer purchasing decisions?
4. When dos the marketing team know that it
has effectively sent messages to business
buyers?
5. How can business and consumer markets be
integrated into an effective dual channel
marketing program?

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 Chapter Overview

• Consumer purchase process

• Consumer buying environment
• Recent trends in consumer behavior
• Business buying center
• B-to-B purchasing process

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Consumer Purchase Process

• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase evaluation

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 Information Search

• Internal search

• External search

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External Search
• Ability to search
• Motivation
 Level of involvement
 Need for cognition
 Shopping enthusiasm
• Perceived cost
• Perceived benefit

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 Attitude

• Affective
• Cognitive
• Conative

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 Attitude Sequence
• Cognitive  Affective  Conative

• Affective  Conative  Cognitive

• Conative  Cognitive  Affective

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 Consumer Values

• Attitudes shaped by personal values.

• Values are strongly held beliefs.
• Values contribute to attitudes.
• Personal values

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 Cognitive Mapping

• Simulations of knowledge structures.

• Linkages and levels
• Marketing messages and linkages
 Strengthen current linkage
 Modify current linkage
 Create a new linkage

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Evaluation of Alternatives

• Evoked set method

 Evoked set
 Inept set
 Inert set
• Multiattribute method
• Affect referral

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 Trends
Consumer Buying Environment

• Age complexity
• Gender complexity
• Individualism
• Active, busy lifestyles
• Cocooning
• Pleasure binges
• Health Emphasis

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 Business-to-Business
Buyer Behavior
Buying Center
• Users
• Buyers
Gatekeepers
• Influencers
• Deciders

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Factors affecting members of
business buying centres

• Organizational
• Individual

These influences change the

manner in which decisions are
made and alternatives are chosen

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Organizational influences

• Company’s goals and operating

environment (Recession , growth)
• Decisions constrained? By
organizations finances, capital assets ,
Market position , quality of its human
resource

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 Individual Factors
Business-to-Business Buying Center

• Personality features- Extrovert vs

introvert
• Roles and perceived roles
• Motivational levels
• Levels of power
• Attitude towards risk
• Levels of cognitive involvement
• Personal objectives
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Types of B-to-B Sales

• Straight rebuy
• Modified rebuy
• New task

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 Dual Channel Marketing

• Consumer and B-to-B markets

• Spin-off market
• Image concerns
• Dual strategy
• Single strategy

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