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Buyer Behaviour

Buyer Behaviour

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Buyer Behaviour

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Presentation Transcript

  1. Buyer Behaviour

  2. Buyer Behaviour

  3. Marketing Stimuli

  4. Other Stimuli

  5. Buyer characteristics • Cultural • Social • Personal • Psychological

  6. Buyer’s Decision Process • Problem Recognition • Information Search • Evaluation of Alternatives • Purchase Decision • Consumption • Postpurchase behaviour

  7. Buyer’s Decision • Product Choice (What?) • Brand Choice (Which?) • Dealer Choice (Where?) • Purchase Timing (When?) • Purchase Amount (How much?)

  8. Cultural factors • Culture • Sub - culture • Social Class

  9. Social factors • Reference Groups • Family • Roles and Status

  10. Personal Factors • Family Life Cycle • Occupation and Economic circumstances • Lifestyle • Personality and self - concept

  11. Psychological Factors • Motivation • Perception • Learning • Beliefs and Attitudes

  12. Buying Roles • Initiator • Influencer • Decider • Buyer • User

  13. Buying Behaviour • Complex • Dissonance - Reducing • Habitual • Variety seeking

  14. Buying Process • Problem Recognition • Information Search • Evaluation Alternatives • Purchase Decision

  15. Post - Purchase Behaviour • Satisfaction • Actions • Use and Disposal