The document discusses buyer behavior, defined as the psychological, social, and physical behaviors of potential customers as they become aware of, evaluate, purchase, consume, and provide feedback about products and services. It notes that buyers have varying needs from basic security to self-actualization, and that their decisions are influenced by many factors, such as information, socio-cultural environment, groups, social classes, religion, culture, and status. The buying process involves need recognition, information search, evaluating alternatives, purchase decisions, and post-purchase experience and behavior.

1. ME 368 MARKETING MANAGEMENT

2. CONSUMER BEHAVIOUR
(MODULE 4- PART 1)

3. BUYER
• Buyer is riddle
• Buyer needs varies
from security needs
to self actualization needs
• Buyer postpones costlier needs
• Buyer is exposed to the information
• Buyer selects the information which perfectly suits
• Buyers buying decision is either spontaneous on the spot
or made after a detail analysis

4. BUYER BEHAVIOUR
Defined as :
“all psychological, social and physical behavior of
potential customers as they become aware of,
evaluate, purchase, consume and tell others
about products and services”

5. • It involves individual as well as group processes
• Reflected by post purchase evaluation which
result in satisfaction or non satisfaction
• It includes communication, purchasing and
consumption behavior
• Buyer behavior includes both the behavior of
consumers and industries

6. FACTORS INFLUENCING BUYER BEHAVIOUR
• Impact of information
• Socio-Cultural Environment
• Group influence
• Influence of social classes
• Influence of religion, culture, language etc
• Status influencing buyer behavior

7. BUYING PROCESS
• Need Recognition
• Information search
• Evaluation of alternatives
• Purchase decisions
• Post purchase experience and behavior