The document discusses buyer behavior and the factors that influence purchasing decisions. It describes how understanding buyer behavior can provide a competitive advantage for businesses. Cultural, social, and group factors all impact buyer decisions. The buying process involves 5 stages - awareness, interest, evaluation, trial, and adoption. New products diffuse through populations according to the speed with which different groups adopt innovations. Marketing strategies should target how to move customers through these stages.

3. Buyer Characteristics Affect Buyer Behaviour 09/08/11

6. Buyer Decision-making Process 09/08/11

7. Buyer Sources of Information 09/08/11

8. Buyer Behaviour - five stages in the process of adopting a new product 09/08/11

9. Another Model – The Stimulus Response Model 09/08/11 Marketing Stimuli Other Stimuli Product Price Promotion Place Political Economic Social Technological Buyer Characteristics Buyer Decision Making Process Buyer Responses Product Choice Brand Choice Retail Choice Dealer Choice Purchase Timing Purchase Amount Purchase Frequency

11. Some Familiar New Products 09/08/11

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