Buyers Behavior

8/14/2019 Buyers Behavior

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UYER S BEHAVIORUYER S BEHAVIOR .

. .RAJESH KUMAR N R. , .II sem MBALMCST


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Behaviorehavior Two Categories Of Buyer s:-

Individual Consumers Business Buyers


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:-NDIVIDUAL BUYERS T eseuyers buys things for hiswn personal and family.onsumption :-USINESS BUYERS T ese arehe commercial buyers they

uys things foranufacturing other productsr for reselling or usen the running of his.nterprises


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BUYER BEHAVIOUR MODELS

) MASLOW S HIERARCHY OF NEEDS :


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)2 The Economic Models:Buyer is a rational man and his buying decisions

.are totally governed by the concept of utility

)3 The Learning Model : The buyer

behavior can be influenced by

manipulating the

,drives stimuli and responses .of the buyer

)4 :The Psychoanalytical Model

T he individual consumer has a complex set of-deep seated motives that drive him towards certain

.buying decisions

)


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)5 :The Sociological Model

In this model the individual buyer is influenced.by society His buying decisions are not totally

,governed by utility he has a desire to emulate, , .follow and fit in with his immediate environment)6 :The Nicosia Model

I t tries to establish a link between thefirm and .the consumer And in this model humanbeing is analyzed as a system with stimuli as

a the input of the System and behavior as the.output of the system This model is put forward by

.RANCESCO NICOSIA In 1966 .)7 -

:The Howard Sheth Model This model was put

forward by ohn Howard and agadish Sheth in. ,1969 According to this model there are inputs in

.the form of stimuli There are

output beginning

with attention to a given stimulus and ending with


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FACTORS INFLUENCING BUYERS:-BEHAVIOUR

The factors influencing buyer s behavior;grouped into 3 broad categories

)1 Factors that are part of the buyers as.an individual

) (2 Buyer s social environment group

)influence) .3 Information from a variety of sources


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.1 actors That Are Part Ofhe Buyer As An Individual :( )i Personal factors

( )ii Cultural factors

( )iii Psychological factors


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,,Education Economic , ,Position Status- )Self concept

An

, ,individual s age level of education his,occupation overall economic position and, .lifestyle all influences his role as a buyer They

.decide what products will buy and consume A

-person s self concept and his concern about status

also influence his buying decisions.( ) : ( ,ii Cultural factors Religion, )language etc

, Within any religion there may be several sects

- ;and sub sects there may be orthodox groups and.cosmopolitan groups In dress ,Food habits or

- -marriage in almost all matters of individual lifereligion and culture exercise an great influence .


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( , , ,beliefs attitudes motivation and):-perception

Individuals coming under the

same economic and social groups can be vastlydifferent when it comes to certain personal, .believes faith and attitudes One may be

,traditional in the overall view of life while

. ,another may be modern One may be least innovative

.while another may welcome anything new

)


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)Influence The

, ,buyer he is not an ascetic he is living in a

, .society is influenced by it He is a member of

,several organizations and groups both formal and.informal There is constant interaction between

.the individual and the groups to which he belongs- - Which influence him in his day to day life and

, .consequently his buying behavior Since there are two broad groups of which,an individual is apart we shall discuss group

influence in two parts.

( ) .i Influence of intimate group( )ii Influence of the broad socialclass


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,The intimate groups are like, ,family friends close colleagues and closely knit

organizations. These groups exercise a strong

influence on the lifestyles and the buying. ,patterns of its members Among these groups themost influential and primary groups are the familyand peer groups. The peer group has the greatest

influence on the individual member as a stabilizer

.of styles and behavior patterns( )ii Influence Of The Broad Social;Class

The social class is a larger group than the.intimate groups The constitution of a social

, ,class is decided by the income occupation place,of residence etc., .of the individual members They.share a common lifestyle and behavior pattern And

they normally select a product or a brand thatcaters to their class norms..


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Buying motives It may be ,defined as all the impulses desires and

,considerations which induce a buyer to purchase

.a given product ;uying Motives Generally Of Two Types roduct motives atronage motivesIt is often said that dissatisfaction of human

.beings creates new products and new markets A

.product is bundle of satisfaction At least it is.ex ected to be so


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:-roduct motives There are two categories

motional product motives ational product motivesmotional product motivesare those impulses

that appeal to ,the buyer s pride or ego his urge,to imitate others or his desire to be distinctive.It may persuade him to buy product without

evaluating the plus and minus points of such.action ,ational product motives involves a

-logical analysis of the intended purchase the.purpose expected to be served by the product


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. -Just like product motive patronage motive also canbe grouped into ,emotional and rational categories

Emotional patronage are those that a buyer to buy,from specific shops without much logical reason

behind that action. ,However if he selects a shop

,because he knows that it offers a wide selection, - ,or the latest models or good after sales servicesthen he in influenced by the ational PatronageMotives . There is a combination of both emotional

.and rational motives


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;he buying process There are eight stages of buying

,processProblem recognition (need recognition)

Awareness

Comprehension (evaluation)

Attitude

Legitimization

Trial

AdoptionPost-purchase behavior


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usiness buyers:-efinition A business buyer is one

who buys goods and services for any or all;of the following purposes

For making other goods and services For reselling For use as consumables in the organisation


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lassification of business:-uyers Buyers in the agriculture sector Buyers in the industrial sector Buyers in the service sector

Resellers Buyers in the government sector -Buyers in non profit businesses


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UYING HABITS AND PATTERNS .Goes through long negotiations .Frequency of purchase .Size of order Several participants in the buying

.decisions .Distribution channels


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.HANK YOU

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Buyers Behavior