Buyer Behaviour

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Buyer Behaviour

  1. 1. 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.
  2. 2. 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.
  3. 3. 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?
  4. 4. CONSUMER DECISION MAKING PROCESS
  5. 5. SOCIAL FACTORS CULTURAL FACTORS Culture Subculture Social class BUYING DECISION PROCESS Reference groups Family Roles & Status PROBLEM RECOGNITION INFORMATION SEARCH IDENTIFICATION AND EVALUATION OF ALTERNATIVES PERCHASE DECISION PERSONAL FACTORS POST PURCHASE BEHAVIOUR Age Occupation Lifestyle Personality PSYCHOLOGICAL FACTOR Motivation Perception Attitude
  6. 6. 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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