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Factor Influencing Buying Behavior

Buyer behavior is influenced by cultural, social, personal, and psychological factors. Marketers must understand these influences to identify who makes purchasing decisions, the different types of decisions, and the stages of the buying process. The buying process involves problem recognition, information search, evaluation of alternatives, the purchase decision, and post-purchase behavior evaluation.

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Anshu Gupta
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115 views13 pages

Factor Influencing Buying Behavior

Buyer behavior is influenced by cultural, social, personal, and psychological factors. Marketers must understand these influences to identify who makes purchasing decisions, the different types of decisions, and the stages of the buying process. The buying process involves problem recognition, information search, evaluation of alternatives, the purchase decision, and post-purchase behavior evaluation.

Uploaded by

Anshu Gupta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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

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