BUYER BEHAVIOR
BUYER BEHAVIOR
Buyer behavior topics Why study buyer behavior Types of buyers The Consumer Buying Process Types of Consumer Decision Making Social and situational influences Internal Influences: Attitudes Business vs. Consumer Markets Types of Business decisions The Buying Center
Buyer Behavior Topics Why Study Buyer Behavior Types of Buyers The Consumer Buying Process Types of Consumer Decision Making Social and Situational Influences Internal Influences: Attitudes Business vs. Consumer Markets Types of Business Decisions The Buying Center
By studying consumer behavior can answer Who buys our product? What do they buy Why do they buy? How do they buy? When? Where? How often?
By studying consumer behavior can answer Who buys our product? What do they buy? Why do they buy? How do they buy? When? Where? How often?
Types of buyers Organizational buyers Consumers 30.00 6500 Scale Models Organizational buyers Consumers
Types of Buyers Organizational buyers: Consumers: Scale Models Organizational Buyers Consumers $30.00 $65.00
Consumer decision process Need Recognition Information search Alternative Evaluation Purchase decision Post Purchase Evaluation
Consumer Decision Process Need Recognition Information Search Alternative Evaluation Purchase Decision Post Purchase Evaluation
Need recognition
Need Recognition
Information Search ·工 nterna1 Sources Group sources Marketing sources Public sources Experimental Sources
Information Search • Internal Sources • Group Sources • Marketing Sources • Public Sources • Experimental Sources
Alternative evaluation Consideration Set: Tercel Used cavalier
Alternative Evaluation Consideration Set: Tercel & Used Cavalier
Purchase stage Influenced through point-of- purchase (PoP) and sales force
Purchase Stage Influenced through point-ofpurchase (POP) and sales force
Post Purchase evaluation Did the product and purchase experience meet or exceed expectations? May experience cognitive dissonance
Post Purchase Evaluation Did the product and purchase experience meet or exceed expectations? May experience cognitive dissonance