Buyer Behaviour

1. UNIT-II BUYER BEHAVIOUR

2. BUYER OR CONSUMER A buyer or consumer is a person who purchases goods and services for his own personal needs.

3. BEHAVIOUR Behaviour can be defined as the way in which an individual behaves or acts .

4. BUYER BEHAVIOUR Behaviour can be defined as those acts of 'individuals' which are directly involved in making decisions to spend their available resources (time, money, energy) in obtaining and using goods and services.

5. WHY STUDY CONSUMER BEHAVIOUR? It will help to segment the market usefully. It will aid in development of an effective marketing mix.

6. CHARACTERISTICS OF BUYER BEHAVIOUR   1) The Consumer is the King.   2) The Consumer’s Behaviour can be known.   3) The consumer's behaviour can be influenced.

7. An important part of the marketing process is to understand why a customer or buyer makes a purchase. Without such an understanding, businesses find it hard to respond to the customer’s needs and wants .

8. Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad groups for analysis :

9. CONSTUMER BUYER & INDUSTRIAL BUYER Consumer buyers are those who purchase items for their personal consumption Industrial buyers are those who purchase items on behalf of their business or organization

10. Businesses now spend considerable sums trying to learn about what makes “customers tick”. The questions they try to understand are: Who buys? How do they buy? When do they buy? Where do they buy? Why do they buy?

11. CONSUMER DECISION MAKING PROCESS

12. CULTURAL FACTORS Culture Subculture Social class SOCIAL FACTORS Reference groups Family Roles & Status BUYING DECISION PROCESS PROBLEM RECOGNITION INFORMATION SEARCH IDENTIFICATION AND EVALUATION OF ALTERNATIVES PERCHASE DECISION POST PURCHASE BEHAVIOUR PERSONAL FACTORS Age Occupation Lifestyle Personality PSYCHOLOGICAL FACTOR Motivation Perception Attitude

13. CULTURAL FACTORS Culture is a complex mixture of symbols (attitudes, beliefs, values, language, etc.) and artifacts created by a society and handed down from generation to generation. The way people perform their biological activities such as eating is culturally determined.

14. There is a diffusion of culture across countries since we live in a global village.   Culture shapes behaviour   Culture is a social phenomenon   Culture is adopted   Culture sets values   Example: American culture stresses achievement, success, Efficiency, progress, material comforted., whereas Indian culture emphasizes peace, harmony,truth , forgiveness, service, etc.  

15. Within a general culture there are smaller sub-cultures distinguished by the specific identification and socialization of their members, with their distinctive behavioural patterns. For example, within the general Indian Culture there exist specific sub-cultures like Punjabi, Marwari, Bengali, South Indian, etc.,which have their own distinctive characteristics.

16. SOCIAL FACTORS Reference groups : Groups of people who interact formally or informally influencing (direct or indirect) each others' attitudes and behaviour. Family : Consumers' family members are the most influencing reference groups, which shapes his buying behaviour. Roles & Status : The buying behaviour of an individual depends on the type of role an individual is expected to play while purchasing, e.g., an individual plays the role of a father while buying birthday gifts for his son .Each role carries a status e.g., the individual mentioned above could be the Managing Director of an MNC or a teacher in a primary school.

17. PERSONAL FACTORS The buyer's own characteristics such as age, stages in life cycle, occupation, lifestyle & personality, etc., are again determinants of his buying behaviour.  

18. PSYCHOLOGICAL FACTORS Motivation : The force that energizes behaviour, gives direction to behaviour and underlies the tendency to persist. Learning : An individual learns and gains experience over time. Learning involves changes in an individual's behaviour arising from experience .

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