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Factors Influencing Buyer Behavior

Click to edit Master subtitle style 4/16/12

Buyer/consumer Behavior
The Field of Buyer/Consumer Behavior
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:
v

Cultural factors Social factors Personal factors Psychological factors

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How and Why Consumers Buy


Influence Factors
Cultural Cultural Subculture Social classes

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Influence Factors
Social

How and Why Consumers Buy


Reference groups Membership Primary vs. secondary Aspiration 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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How and Why Consumers Buy

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
Buying roles

Buying behavior Buying decision process


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Initiator Influencer Decider Buyer User

Consumer Buying Decision Process


Understand
Buying roles

Buying behavior Buying decision process


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Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

Consumer Buying Decision Process


Understand
Buying roles

Buying behavior Buying decision process


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Problem recognition Information search Evaluation of alternatives Purchase decision Post-purchase behavior

Consumer Buying Decision Process


Post-purchase Behavior

Consumers expectations are compared to performance Post-purchase 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

Post-purchase communications reduce dissonance, returns, and order cancellations Talk with customers to discover new uses for existing products
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Investigate methods of product disposal