Buyer Behavior--1

BUYING BEHAVIOR COURSE OBJECTIVE ( #8 from syllabus) Understand the factors influencing the behavior of buyers in both consumer and organizational markets. LEARNING OBJECTIVES 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. OBJECTIVE What are the major personal/psychological factors which influence consumer behavior. Compare and contrast selective exposure, selective distortion, and selective retention. Define motive. Using 3 examples from your own experience, explain how motives influence where you shop and what you purchase. Explain the relationship between learning and attitude. What are the major social/interpersonal factors which influence consumer behavior. Discuss the impact of culture and subculture on consumer behavior. Define the 3 types of reference groups. Discuss when they may or may not affect consumer behavior. Define each step in the consumer buying process. Using examples from your own experience, describe how you have moved through these stages for routine, limited, extensive, and impulse purchases. Describe the 4 major types of organizational markets. Describe the unique characteristics of industrial/producer markets (as opposed to consumer markets) and how they affect buyer behavior. Describe the 3 types of business buying behaviors. Give examples. Define the major influences on business buyer behavior. Define each step in the business buying process.

Buyer Behavior--2

BUYER BEHAVIOR
The decision processes and acts of individuals involved in buying and using products are based on two determinants: interpersonal influences and personal influences.

External
(sociological)

Internal
(psychological)

culture
social class reference groups family marketing mix

needs motives wants awareness

learning

personality perception attitude preference

b e h a v i o r

Behavioral Model
I. Interpersonal (Social) Determinants A. Cultural Culture--values, ideas, attitudes, and other meaningful symbols that serve humans to communicate, interpret, and evaluate other members of society Set of learned responses from a society

1. 2. 3.

Core value in U.S. culture International cultures Subcultures in U.S.

B.

Social Influences 1. Asch Phenomenon

Buyer Behavior--3 2. Reference Groups a) Membership

b)

Aspirational

c)

Dissociative

3.

Social Classes

4.

Opinion Leaders

5.

Family Influences

II.

Personal Determinants A. Motives weight or importance of a need rational economy, efficiency, dependability

emotional attract opposite gender care of loved ones fear of rejection

Buyer Behavior--4 B. Perceptions 1. Selective exposure (selective attention)

2.

Selective distortion

3.

Selective retention

C.

Learning

D.

Attitudes Evaluative organization of beliefs, motives, attributes Attitude change is a key goal in marketing Once attitudes are formed they are resistant to change

E.

Situational Factors

Buyer Behavior--5 III. Buying Process A. Problem Recognition

B.

Information Search 1. 2. heightened awareness active search

C.

Evaluation of Alternatives

D.

Purchase Decision

F.

Post Purchase Evaluation

IV.

Types of Consumer Buying Decisions (level of involvement) A. Impulse

B.

Routine

C.

Limited Problem Solving

D.

Extensive Problem Solving

Buyer Behavior--6 VI. Types of Organizational Markets A. Producer/Industrial

B.

Resellers

C.

Government

D.

Institutional

VII.

Producer/Industrial Markets (How do they differ from consumer markets?) A. Geographic Concentration

B.

Limited number of buyers

C.

Derived demand

E.

Joint demand

F.

Buyer-seller relationships

Buyer Behavior--7

VIII.

Business Buying Decisions A. Straight Rebuy

B.

Modified Rebuy

C.

New Buy (new task buying)