The document provides an overview of understanding consumer behavior. It discusses key concepts like buying motives, factors that influence buying behavior, the consumer buying decision process, and types of consumer buying decisions. It also provides an introduction to the Consumer Protection Act of 1986 in India, outlining some of the core rights it establishes for consumers.
This document discusses various theories and models of consumer behavior. It begins by defining consumer behavior models and their origins in the 1960s from companies' need to better understand consumer behavior and plan marketing strategies. It then covers traditional rational versus modern approaches. Several psychological theories are outlined, including experimental/learning theory, clinical psychology, Gestalt psychology, behaviorism, and social psychology. Economic models of consumption are also discussed, focusing on inputs, channels, processes, and outputs involved in purchase decisions. Key aspects and advantages of different models are compared.
Consumer motivation refers to the internal drives that compel people to identify and purchase products or services to fulfill their conscious and unconscious needs. Motivation involves components like ability, opportunity, and incentives that influence buying behavior. Maslow's hierarchy of needs categorizes human needs into physiological, safety, social, ego, and self-actualization needs that motivate consumer purchases. Fulfilling needs reduces tension and drives repeat purchases or searches for alternatives.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document discusses motivation and the self-concept in consumer behavior. It summarizes research on motivations for using online shopping carts. The research proposes that the frequency of shopping cart use depends on the intent to make a current purchase, seeking price promotions, perceived entertainment value, intent to organize items, and information-seeking behaviors. Hypotheses are presented relating these motivations to increased shopping cart use and likelihood of online buying. The results and implications suggest retailers should maintain promotions to stimulate cart use and buying, make purchasing convenient, and provide persistent carts that don't empty between sessions.
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
Motivational strength refers to the degree of energy a person is willing to expend to achieve different goals. Many theories have attempted to explain human motivation and behavior. Early theories proposed that behavior was driven by innate instincts, but this view has been largely discredited as instincts are difficult to prove or disprove. Later drive theory focused on reducing biological needs that create unpleasant states like hunger. Expectancy theory posits that behavior is motivated more by expectations of positive outcomes than by internal drives.
This document provides an overview of key concepts in consumer behavior including:
1. Definitions of consumer behavior focus on how individuals make decisions to purchase goods and services to satisfy their needs.
2. Important factors that influence consumer behavior are discussed, including social and cultural influences, psychological factors like motivation and personality, and the consumer purchase decision process.
3. Understanding consumer behavior is important for businesses to develop effective marketing strategies like market segmentation to appeal to different consumer groups. Consumer perceptions and attitudes greatly impact the purchasing decisions.
This document discusses various theories and models of consumer behavior. It begins by defining consumer behavior models and their origins in the 1960s from companies' need to better understand consumer behavior and plan marketing strategies. It then covers traditional rational versus modern approaches. Several psychological theories are outlined, including experimental/learning theory, clinical psychology, Gestalt psychology, behaviorism, and social psychology. Economic models of consumption are also discussed, focusing on inputs, channels, processes, and outputs involved in purchase decisions. Key aspects and advantages of different models are compared.
Consumer motivation refers to the internal drives that compel people to identify and purchase products or services to fulfill their conscious and unconscious needs. Motivation involves components like ability, opportunity, and incentives that influence buying behavior. Maslow's hierarchy of needs categorizes human needs into physiological, safety, social, ego, and self-actualization needs that motivate consumer purchases. Fulfilling needs reduces tension and drives repeat purchases or searches for alternatives.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document discusses motivation and the self-concept in consumer behavior. It summarizes research on motivations for using online shopping carts. The research proposes that the frequency of shopping cart use depends on the intent to make a current purchase, seeking price promotions, perceived entertainment value, intent to organize items, and information-seeking behaviors. Hypotheses are presented relating these motivations to increased shopping cart use and likelihood of online buying. The results and implications suggest retailers should maintain promotions to stimulate cart use and buying, make purchasing convenient, and provide persistent carts that don't empty between sessions.
Personality is defined as the inner psychological characteristics that determine how a person responds to their environment. It includes specific qualities, attributes, and factors. Personality can change over time or due to major life events. There are several theories of personality, including Freudian theory which focuses on unconscious drives, trait theory which views personality as a set of traits, and self-image theory which ties personality to how people see themselves. Marketers study personality to understand consumer behavior and how brands can develop personalities to appeal to different types of consumers.
Motivational strength refers to the degree of energy a person is willing to expend to achieve different goals. Many theories have attempted to explain human motivation and behavior. Early theories proposed that behavior was driven by innate instincts, but this view has been largely discredited as instincts are difficult to prove or disprove. Later drive theory focused on reducing biological needs that create unpleasant states like hunger. Expectancy theory posits that behavior is motivated more by expectations of positive outcomes than by internal drives.
This document provides an overview of key concepts in consumer behavior including:
1. Definitions of consumer behavior focus on how individuals make decisions to purchase goods and services to satisfy their needs.
2. Important factors that influence consumer behavior are discussed, including social and cultural influences, psychological factors like motivation and personality, and the consumer purchase decision process.
3. Understanding consumer behavior is important for businesses to develop effective marketing strategies like market segmentation to appeal to different consumer groups. Consumer perceptions and attitudes greatly impact the purchasing decisions.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
This document summarizes key aspects of consumer buying behavior that marketers should understand. It discusses cultural, social, personal, and psychological characteristics that influence consumer decisions. The cultural factors covered are culture, subculture, and social class. Social factors include small groups, family, and roles/status. Personal factors include age, occupation, economic situation, lifestyle, personality, and self-concept. Psychological factors driving motivation, perception, learning, and beliefs/attitudes are also examined. A model of the consumer behavior process is presented involving marketing stimuli, buyer characteristics, decision making, and responses.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
This document discusses factors that influence consumer behavior, including marketing mix, individual influences, and interpersonal influences. It outlines the consumer purchase decision process and different buying roles within families. It also summarizes different types of buying behavior such as high involvement, low involvement, variety seeking, and habitual buying. The stages of the consumer purchase decision process are identified as recognition of a problem, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Social and cultural influences on consumer behavior are also briefly described.
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
The document discusses concepts related to the self and consumer behavior. It covers how self-concept influences consumer choices and how products are used to define self-concept and express gender roles and cultural ideals of beauty. Specifically, it outlines how the self-concept, sex-role identity, self-esteem, and body image shape consumer decisions and how Western and Eastern cultures approach the concept of self.
The document discusses theories of motivation, affect, and personality as they relate to consumer behavior. It covers major motivation theories including Maslow's hierarchy of needs and opponent process theory. It also discusses the structure of emotions and how marketers can use emotions in product positioning, advertising, and branding. Finally, it covers personality theories including the five-factor model and how brands can develop personalities.
The document discusses different theories and categorizations of human needs. It outlines Maslow's hierarchy of needs which includes physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. It also discusses McClelland's need theory of achievement, affiliation, and power. Further, it describes Doyal and Gough's categories of needs for physical health and personal autonomy and Max-Neef's classification of fundamental human needs. Lastly, it discusses the application of needs theories in organizations and Bradshaw's categories of normative, comparative, felt, and expressed needs.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
This document provides an overview of consumer behavior and the consumer buying decision process. It discusses key concepts such as who consumers and customers are, factors that influence consumer behavior like cultural, social, personal and psychological factors. It also outlines the typical consumer buying decision process from need recognition to post-purchase evaluation. The document examines different types of buying decisions and models of consumer behavior. Finally, it briefly discusses business buyers and the organizational buying process.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
The document discusses factors that influence consumer behavior and the consumer buying process. It outlines cultural, social, personal, and psychological factors that shape consumer decisions. These include culture, social class, reference groups, age, personality, and motivations. It also describes the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
This document discusses personality and consumer behavior. It defines personality as inner characteristics that determine how individuals respond to their environment. Marketers have intuitively felt that personality influences consumer purchasing and consumption patterns. The document covers various personality theories and traits like Freudian theory, trait theory, and sensation seeking that relate to consumer innovativeness. It also discusses how cognitive factors, materialism, ethnocentrism, and brand personality impact consumer behavior. Understanding consumer personality diversity can help marketers better target different types of consumers.
The document discusses various topics related to consumer behavior, including consumer perception, factors influencing perception, consumer motivation, personality theories, attitude formation and change, learning, involvement, and social influences. It provides definitions and explanations of key concepts such as perception, stimuli, sensation, exposure, attention, interpretation, and factors affecting perception like intensity, position, contrast, novelty, repetition, and movement.
Here are explanations for the terms:
- Personality - Inner psychological characteristics that determine and reflect how a person responds to their environment.
- Unwanted knowledge - Bad information or knowledge that fails to understand a company's intended message and can change a consumer's opinion.
- Attitude - A learned predisposition or preference for one product over another.
- Introvert is - Someone who is closed, withdrawn, cautious, and quiet. They are inwardly focused.
- Belief - Knowledge of what someone thinks is true from their point of view based on their experiences.
- Perception - The psychological process of recording and processing information from the outside world based on personal factors like attitudes and experiences.
- Differential
This document provides an overview of consumer buyer behavior and marketing research. It discusses the consumer decision-making process and how it is influenced by cultural, social, personal and psychological characteristics. There are four main types of buying behavior: complex, dissonance-reducing, variety-seeking, and habitual. The stages of the buyer decision process are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Marketing research involves defining problems, developing a research plan, collecting and analyzing data, and reporting findings. It obtains both secondary and primary data to develop marketing intelligence and customer insights.
This document discusses key concepts in consumer buying behavior including:
1. It defines consumer behavior and examines factors that influence it such as psychological, personal, social, and cultural factors.
2. It explores consumer decision making processes and models of innovation adoption.
3. It analyzes how groups, culture, social class, and subcultures shape consumer choices and behaviors.
Consumer Behavior and Marketing ResearchNagendra Babu
The document discusses factors that influence consumer behavior. There are four main types of factors: cultural factors, social factors, personal factors, and psychological factors. Cultural factors include culture, subcultures, and social classes that shape a person's values and preferences. Social factors encompass reference groups like family, friends, and social roles/status that provide social influence. Personal factors relate to demographics like age and lifestyle as well as income that impact purchasing power. Psychological factors refer to personality, self-concept, and motivations that underlie consumer decision making. Understanding how these various factors intersect is important for marketers to effectively target and influence consumers.
Consumer behavior is influenced by social, cultural, personal and psychological factors. Social factors include family, roles, status and reference groups. Cultural factors are divided into culture, subculture and social class. Personal factors that influence consumer behavior are age, life cycle stage, occupation, economic situation, lifestyle, personality and self-concept. Psychological factors that influence consumer behavior are motivation, perception, learning, and beliefs and attitudes.
The document discusses various factors that influence consumer behavior, including personal, psychological, social, and cultural factors. It examines personal factors like age and life stage, as well as psychological factors such as motivation, perception, learning, beliefs, and attitudes. It also discusses functional and social factors, social classes in America, group and family influences on buying behavior, and the consumer adoption process.
This document discusses consumer buying behavior and the factors that influence it. It outlines the consumer buying decision process which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also describes types of buying behavior like routine response, limited decision, and impulse buying. Key factors that influence consumer behavior are personal factors, psychological factors, social factors, cultural factors, and groups or family. The stages of the consumer buying process and different types of motives are also examined.
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
This document summarizes key aspects of consumer buying behavior that marketers should understand. It discusses cultural, social, personal, and psychological characteristics that influence consumer decisions. The cultural factors covered are culture, subculture, and social class. Social factors include small groups, family, and roles/status. Personal factors include age, occupation, economic situation, lifestyle, personality, and self-concept. Psychological factors driving motivation, perception, learning, and beliefs/attitudes are also examined. A model of the consumer behavior process is presented involving marketing stimuli, buyer characteristics, decision making, and responses.
Consumer Behaviour Part2: The Individual PerspectiveSebastiano Mereu
Preparation for the Consumer Behaviour exam at Edinburgh Business School. Content extracted from the ‘Consumer Behaviour’ text book by David A. Statt. All pictures used for educational purposes only. No copyright infringement intended.
This document discusses factors that influence consumer behavior, including marketing mix, individual influences, and interpersonal influences. It outlines the consumer purchase decision process and different buying roles within families. It also summarizes different types of buying behavior such as high involvement, low involvement, variety seeking, and habitual buying. The stages of the consumer purchase decision process are identified as recognition of a problem, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Social and cultural influences on consumer behavior are also briefly described.
Detailed description of VALS model with description and illustrative examples for each segment. VALS,Innovators,Thinkers,Believers,Achievers,Strivers,Experiencers,Makers,Survivors
The document discusses concepts related to the self and consumer behavior. It covers how self-concept influences consumer choices and how products are used to define self-concept and express gender roles and cultural ideals of beauty. Specifically, it outlines how the self-concept, sex-role identity, self-esteem, and body image shape consumer decisions and how Western and Eastern cultures approach the concept of self.
The document discusses theories of motivation, affect, and personality as they relate to consumer behavior. It covers major motivation theories including Maslow's hierarchy of needs and opponent process theory. It also discusses the structure of emotions and how marketers can use emotions in product positioning, advertising, and branding. Finally, it covers personality theories including the five-factor model and how brands can develop personalities.
The document discusses different theories and categorizations of human needs. It outlines Maslow's hierarchy of needs which includes physiological needs, safety needs, social needs, esteem needs, and self-actualization needs. It also discusses McClelland's need theory of achievement, affiliation, and power. Further, it describes Doyal and Gough's categories of needs for physical health and personal autonomy and Max-Neef's classification of fundamental human needs. Lastly, it discusses the application of needs theories in organizations and Bradshaw's categories of normative, comparative, felt, and expressed needs.
External Determinants of Buying BehaviorAstha Chand
The document discusses external determinants of buying behavior including consumer psychographics vs demographics, group dynamics and consumer reference groups, family as consuming unit, and social and cultural influences. It defines key concepts such as reference groups, celebrity endorsements, and types of families. Consumer socialization within families is also summarized, describing how children and adults acquire consumer skills and norms through socialization processes within the family unit.
This document provides an overview of consumer behavior and the consumer buying decision process. It discusses key concepts such as who consumers and customers are, factors that influence consumer behavior like cultural, social, personal and psychological factors. It also outlines the typical consumer buying decision process from need recognition to post-purchase evaluation. The document examines different types of buying decisions and models of consumer behavior. Finally, it briefly discusses business buyers and the organizational buying process.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
The document discusses factors that influence consumer behavior and the consumer buying process. It outlines cultural, social, personal, and psychological factors that shape consumer decisions. These include culture, social class, reference groups, age, personality, and motivations. It also describes the different roles in the buying process, types of buying behavior, and the five stages of the buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
This document discusses personality and consumer behavior. It defines personality as inner characteristics that determine how individuals respond to their environment. Marketers have intuitively felt that personality influences consumer purchasing and consumption patterns. The document covers various personality theories and traits like Freudian theory, trait theory, and sensation seeking that relate to consumer innovativeness. It also discusses how cognitive factors, materialism, ethnocentrism, and brand personality impact consumer behavior. Understanding consumer personality diversity can help marketers better target different types of consumers.
The document discusses various topics related to consumer behavior, including consumer perception, factors influencing perception, consumer motivation, personality theories, attitude formation and change, learning, involvement, and social influences. It provides definitions and explanations of key concepts such as perception, stimuli, sensation, exposure, attention, interpretation, and factors affecting perception like intensity, position, contrast, novelty, repetition, and movement.
Here are explanations for the terms:
- Personality - Inner psychological characteristics that determine and reflect how a person responds to their environment.
- Unwanted knowledge - Bad information or knowledge that fails to understand a company's intended message and can change a consumer's opinion.
- Attitude - A learned predisposition or preference for one product over another.
- Introvert is - Someone who is closed, withdrawn, cautious, and quiet. They are inwardly focused.
- Belief - Knowledge of what someone thinks is true from their point of view based on their experiences.
- Perception - The psychological process of recording and processing information from the outside world based on personal factors like attitudes and experiences.
- Differential
This document provides an overview of consumer buyer behavior and marketing research. It discusses the consumer decision-making process and how it is influenced by cultural, social, personal and psychological characteristics. There are four main types of buying behavior: complex, dissonance-reducing, variety-seeking, and habitual. The stages of the buyer decision process are need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Marketing research involves defining problems, developing a research plan, collecting and analyzing data, and reporting findings. It obtains both secondary and primary data to develop marketing intelligence and customer insights.
This document discusses key concepts in consumer buying behavior including:
1. It defines consumer behavior and examines factors that influence it such as psychological, personal, social, and cultural factors.
2. It explores consumer decision making processes and models of innovation adoption.
3. It analyzes how groups, culture, social class, and subcultures shape consumer choices and behaviors.
Consumer Behavior and Marketing ResearchNagendra Babu
The document discusses factors that influence consumer behavior. There are four main types of factors: cultural factors, social factors, personal factors, and psychological factors. Cultural factors include culture, subcultures, and social classes that shape a person's values and preferences. Social factors encompass reference groups like family, friends, and social roles/status that provide social influence. Personal factors relate to demographics like age and lifestyle as well as income that impact purchasing power. Psychological factors refer to personality, self-concept, and motivations that underlie consumer decision making. Understanding how these various factors intersect is important for marketers to effectively target and influence consumers.
Consumer behavior is influenced by social, cultural, personal and psychological factors. Social factors include family, roles, status and reference groups. Cultural factors are divided into culture, subculture and social class. Personal factors that influence consumer behavior are age, life cycle stage, occupation, economic situation, lifestyle, personality and self-concept. Psychological factors that influence consumer behavior are motivation, perception, learning, and beliefs and attitudes.
The document discusses various factors that influence consumer behavior, including personal, psychological, social, and cultural factors. It examines personal factors like age and life stage, as well as psychological factors such as motivation, perception, learning, beliefs, and attitudes. It also discusses functional and social factors, social classes in America, group and family influences on buying behavior, and the consumer adoption process.
This document discusses consumer buying behavior and the factors that influence it. It outlines the consumer buying decision process which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also describes types of buying behavior like routine response, limited decision, and impulse buying. Key factors that influence consumer behavior are personal factors, psychological factors, social factors, cultural factors, and groups or family. The stages of the consumer buying process and different types of motives are also examined.
This document discusses consumer buying behavior and the factors that influence it. It outlines the consumer buying decision process which includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also describes types of buying behavior like routine response, limited decision, and impulse buying. Key factors that influence consumer behavior are personal factors, psychological factors, social factors, cultural factors, and groups or family. The stages of the consumer buying process and examples of psychological versus functional motives are also summarized.
Consumer markets consist of individuals and households who purchase goods and services for personal use. Marketers aim to understand how consumers respond to different marketing efforts. The consumer decision-making process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Cultural, social, personal, and psychological factors all influence consumer behavior at different stages of the buying process.
1. Consumer behavior involves how individuals make decisions to spend their available resources (time, money, effort) on consumption-related items. It is influenced by a consumer's culture, social class, reference groups, family, and individual characteristics like age, occupation, lifestyle and personality.
2. The consumer decision-making process includes problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The level of involvement and differences between brands determine if a consumer engages in complex, dissonance-reducing, habitual, or variety-seeking buying behavior.
3. Marketers must understand the factors that influence consumer behavior in order to most effectively target customers and influence their purchase decisions
PM Ch 3 Analyzing Consumer & Business Market.pptxetebarkhmichale
Introduction
In life, there are universal laws that govern everything we do. These laws are so perfect that if you were to align yourself with them, you could have so much prosperity that it would be coming out of your ears. This is because God created the universe in the image and likeness of him. It is failure to follow the universal laws that causes one to fail. The laws that were created consisted of the following: ·
Law of Gratitude: The Law of Gratitude states that you must show gratitude for what you have. By having gratitude, you speed your growth and success faster than you normally would. This is because if you appreciate the things you have, even if they are small things, you are open to receiving more.
Law of Attraction: The Law of Attraction states that if you focus your attention on something long enough you will get it. It all starts in the mind. You think of something and when you think of it, you manifest that in your life. This could be a mental picture of a check or actual cash, but you think about it with an image.
Law of Karma: the Law of Karma states that if you go out and do something bad, it will come back to you with something bad. If you do well for others, good things happen to you. The principle here is to know you can create good or bad through your actions. There will always be an effect no matter what.
Law of Love: the Law of Love states that love is more than emotion or feeling; it is energy. It has substance and can be felt. Love is also considered acceptance of oneself or others. This means that no matter what you do in life if you do not approach or leave the situation out of love, it won't work.
Law of Allowing: The Law of Allowing states that for us to get what we want, we must be receptive to it. We can't merely say to the Universe that we want something if we don't allow ourselves to receive it. This will defeat our purpose for wanting it in the first place.
Law of Vibration: the Law of Vibration states that if you wish on something and use your thoughts to visualize it, you are halfway there to get it. To complete the cycle you must use the Law of Vibration to feel part of what you want. Do this and you'll have anything you want in life.
For everything to function properly there has to be structure. Without structure, our world, or universe, would be in utter chaos. Successful people understand universal laws and apply them daily. They may not acknowledge that to you, but they do follow the laws. There is a higher power and this higher power controls the universe and what we get out of it. People who know this, but wish to direct their own lives, follow the reasons. Successful people don't sit around and say "I'll try," they say yes and act on it.
Chapter - 1
The Law of Attraction
The law of attraction is the most powerful force in the universe. If you work against it, it can only bring you pain and misery. Successful people know this but have kept it hidden from the lower class for centuries because
This chapter discusses consumer buyer behavior and marketing concepts. It introduces a model of consumer behavior that is influenced by marketing stimuli and other factors such as cultural, social, personal and psychological characteristics. It also outlines the stages of the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it describes different types of buying decision behaviors such as complex, dissonance-reducing, habitual, and variety-seeking.
The document discusses buyer behavior models and the factors that influence consumer and business buying decisions. It covers the buyer decision process, from need recognition through post-purchase evaluation. Key factors discussed include culture, social groups, personal characteristics, motivation and values. Business buyers face more complex decisions and a more formalized buying process compared to consumers. Multiple roles, like users, influencers, buyers and deciders, make up the buying center in organizational purchases.
This document discusses consumer and business buyer behavior. It covers topics like the consumer buying decision process, factors that influence consumer behavior such as cultural, social, personal and psychological factors. It also discusses business markets and the business buying process. The buying decision process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Models of diffusion of innovation and consumer adoption of new products are also summarized.
The document discusses consumer buying behavior and the factors that influence purchase decisions. It describes the consumer buying decision process as having 5 stages: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It then lists and explains the cultural, social, personal, and psychological factors that affect consumer decisions at each stage of the process. Finally, it outlines 4 types of buying behavior: complex, dissonance, habitual, and variety-seeking.
This document discusses consumer behavior and the consumer buying decision process. It outlines that consumer behavior is influenced by cultural, social, and personal factors. The buying decision process involves 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Cultural, social, and personal factors influence each step of the buying process. The stages are initiated by the consumer recognizing a problem and culminate in the consumer evaluating alternatives and making a purchase decision.
The document discusses consumer and business buying behavior. It defines consumer buying behavior and explains the central question for marketers is how consumers respond to marketing efforts. It outlines the eight O's of marketing that describes the market. A model of buyer behavior is presented showing marketing stimuli and buyer responses. Key factors that influence consumer behavior are explored like culture, social groups, personal and psychological factors. The stages of the buyer decision process are outlined from need recognition to post-purchase behavior. The document also discusses business buying behavior and characteristics of business markets. It provides a model of business buyer behavior and major influences on business buyers. Finally, it outlines the major steps in the business buying process.
This document discusses consumer buying behavior and the factors that influence it. It covers the decision making process and stages consumers go through, from need recognition to post-purchase evaluation. The four main factors that influence consumer behavior are cultural, social, personal and psychological factors. It also outlines different types of buying behaviors and provides a model of the consumer decision journey.
This document summarizes key concepts about analyzing consumer markets and consumer behavior. It discusses how cultural, social, and personal factors influence consumer behavior. It also outlines the consumer buying process of problem recognition, information search, evaluation, purchase decision, and post-purchase behavior. Finally, it emphasizes that understanding consumer behavior is important for developing or selling products.
The document discusses factors that influence consumer buyer behavior, including cultural, social, personal, and psychological factors. It outlines models of consumer behavior, such as the 7 O's framework that examines occupants, objects, objectives, organizations, operations, occasions, and outlets. It also summarizes the consumer decision process, which involves need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Key influences on adoption of new products are also outlined.
The document summarizes consumer buying behavior and the consumer decision-making process. It describes the model of consumer behavior that shows how marketing and other stimuli influence the buyer's black box of characteristics to produce a buyer response. It then discusses the psychological, personal, social, and cultural characteristics affecting consumer behavior and lists the stages in the buyer decision process of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
The document discusses consumer buyer behavior. It covers characteristics that affect consumer behavior like cultural, social, personal and psychological factors. It also discusses Henry Assael's model of buyer decision behavior types based on involvement and differences between brands. The consumer buying decision process is outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Factors influencing each stage are explained. Social classes in India are classified based on annual income as deprived, aspires, seekers, strivers, and global Indians. Maslow's hierarchy of needs and its influence on motivation is also summarized.
1) The document discusses different types of consumer motivation including emotion, values, psychological motives, needs, and risks. It provides examples of how these concepts influence purchasing behaviors.
2) Various consumer motives for purchasing a golden retriever puppy are explored, such as families wanting a pet, young adults seeking an outdoor companion, or retired couples looking for enjoyment.
3) Motivation is defined as the reason for behavior. Emotion refers to feelings, and values are underlying belief systems. The document examines how these factors differ depending on the consumer and product.
Consumer buying behavior is influenced by cultural, social, personal and psychological factors. The consumer decision process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Marketers study consumer behavior to understand how consumers respond to marketing efforts.
Similar to Reddy MM-2 As per VTU New Syllabus (20)
3. 3-3
3-3
Contents:
Contents:
MODULE 2
• Understanding Consumer Behaviour:
Buying motives, Factors influencing buying
behaviour, Buying habits, Stages in
consumer buying decision process, Types
of consumer buying decisions,
Organizational buying V/s House hold
buying.
• Consumer Protection Act, 1986 – An
Introduction.
4. 3-4
3-4
Consumer Buying Behavior
Consumer Buying Behavior
• Consumer Buying Behavior refers to the
buying behavior of final consumers
(individuals & households) who buy
goods and services for personal
consumption.
• Study consumer behavior to answer:
“How do consumers respond to
marketing efforts the company might
use?”
5. Model of Consumer Behavior
Model of Consumer Behavior
3-5
3-5
Product Marketing and
Marketing and Economic
Other Stimuli
Other Stimuli
Price Technological
Place Political
Promotion Cultural
Buyer’s Characteristics
Decision Buyer’s Black Box
Buyer’s Black Box Affecting
Process Consumer
Behavior
Product Choice Purchase
Buyer’s Response
Buyer’s Response Timing
Brand Choice
Purchase
Dealer Choice Amount
6. 3-6
3-6
Buying Motives
Buying Motives
• Defined as all the impulses, desires, and
considerations which persuade or motivate a
buyer to purchase a specific products.
• Types
1. Product Motives: Are the impulses, desires, and
considerations which makes people to buy a
specific Product.
2. Patronage Motives: There are 2 types:
a. Emotional Motives: Motives Urges the buyer to
do impulsive purchases without reason & logic.
b. Rational: Involves a logical analysis & reasoning
of the purchases before deciding.
7. 3-7
3-7
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A senior wants to impress his date at the prom .
His primary motive is …?
Psychological
8. 3-8
3-8
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A girl wants to remember her grandmother on her
birthday.
Her primary motive is…?
Psychological
9. 3-9
3-9
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A homemaker needs a new washing machine and has had
good experiences with Sears.
Her primary motive is …?
Functional
10. 3-10
3-10
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A teacher wants to buy a practical car to be used for
family transportation.
Her/His primary motive is …?
Functional
11. 3-11
3-11
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A career woman always buys Liz Claiborne clothes.
Her primary motive is…?
Psychological
12. 3-12
3-12
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• An overweight 40 year old man wants to loose weight so
that he can reduce his blood pressure.
His primary motive is…?
Functional
13. 3-13
3-13
Examples of Buying Motives:
Examples of Buying Motives:
Psychological or Functional?
Psychological or Functional?
• A homeowner needs to mow their lawn.
Their primary motive is…?
Functional
15. Factors Affecting
Factors Affecting
3-15
3-15
Consumer Behavior
Consumer Behavior
Culture
Social
Personal
Psychological
Buyer
Buyer
16. 3-16
3-16
Factors Affecting Consumer Behavior:
Factors Affecting Consumer Behavior:
Culture
Culture
•• Most basic cause of a person's wants and
Most basic cause of a person's wants and
behavior.
behavior.
•• Values
Values
•• Perceptions
Perceptions
Subculture
Subculture Social Class
Social Class
••Groups of people with shared
Groups of people with shared ••People within a social class
People within a social class
value systems based on common
value systems based on common tend to exhibit similar buying
tend to exhibit similar buying
life experiences.
life experiences. behavior.
behavior.
••Hispanic Consumers
Hispanic Consumers ••Occupation
Occupation
••African American Consumers
African American Consumers ••Income
Income
••Asian American Consumers
Asian American Consumers ••Education
Education
••Mature Consumers
Mature Consumers ••Wealth
Wealth
17. Factors Affecting Consumer Behavior:
Factors Affecting Consumer Behavior:
3-17
3-17
Social
Social
Groups
Groups
••Membership
Membership
••Reference
Reference
Family
Family
••Husband, wife, kids
Husband, wife, kids Social Factors
Social Factors
••Influencer, buyer, user
Influencer, buyer, user
Roles and Status
Roles and Status
18. Factors Affecting Consumer Behavior:
Factors Affecting Consumer Behavior:
3-18
3-18
Personal
Personal
Personal Influences
Personal Influences
Age and Family Life Cycle
Age and Family Life Cycle Occupation
Occupation
Stage
Stage
Economic Situation
Economic Situation Personality & Self-Concept
Personality & Self-Concept
Lifestyle Identification
Lifestyle Identification
Activities
Activities Opinions
Opinions
Interests
Interests
20. The Buyer Decision Process
The Buyer Decision Process
3-20
3-20
Need Recognition
Need Recognition
Information Search
Information Search
Evaluation of Alternatives
Evaluation of Alternatives
Purchase Decision
Purchase Decision
Post purchase Behavior
Post purchase Behavior
21. The Buyer Decision Process
The Buyer Decision Process
3-21
3-21
Step 1. Need Recognition
Step 1. Need Recognition
Need Recognition
Need Recognition
Difference between an actual state and a desired state
Difference between an actual state and a desired state
Internal Stimuli
Internal Stimuli External Stimuli
External Stimuli
•• Hunger
Hunger ••TV advertising
TV advertising
•• Thirst
Thirst •• Magazine ad
Magazine ad
•• A person’s normal
A person’s normal •• Radio slogan
needs Radio slogan
needs
••Stimuli in the
Stimuli in the
environment
environment
22. The Buyer Decision Process
The Buyer Decision Process
3-22
3-22
Step 2. Information Search
Step 2. Information Search
Personal Sources •Family, friends, neighbors
Personal Sources •Most influential source of
information
•Advertising, salespeople
Commercial Sources
Commercial Sources •Receives most information
from these sources
Public Sources •Mass Media
Public Sources •Consumer-rating groups
•Handling the product
Experiential Sources
Experiential Sources •Examining the product
•Using the product
23. 3-23
The Buyer Decision Process
The Buyer Decision Process
3-23
Step 3. Evaluation of Alternatives
Step 3. Evaluation of Alternatives
Product Attributes
Product Attributes
Evaluation of Quality, Price, & Features
Evaluation of Quality, Price, & Features
Degree of Importance
Degree of Importance
Which attributes matter most to me?
Which attributes matter most to me?
Brand Beliefs
Brand Beliefs
What do IIbelieve about each available brand?
What do believe about each available brand?
Total Product Satisfaction
Total Product Satisfaction
Based on what I’m looking for, how satisfied
Based on what I’m looking for, how satisfied
would IIbe with each product?
would be with each product?
Evaluation Procedures
Evaluation Procedures
Choosing a product (and brand) based on one
Choosing a product (and brand) based on one
or more attributes.
or more attributes.
24. The Buyer Decision Process
The Buyer Decision Process
3-24
3-24
Step 4. Purchase Decision
Step 4. Purchase Decision
Purchase Intention
Purchase Intention
Desire to buy the most preferred brand
Desire to buy the most preferred brand
Attitudes Unexpected
of others situational
factors
Purchase Decision
Purchase Decision
25. The Buyer Decision Process
The Buyer Decision Process
3-25
3-25
Step 5. Post purchase Behavior
Step 5. Post purchase Behavior
Consumer’s Expectations of
Consumer’s Expectations of
Product’s Performance
Product’s Performance
Product’s Perceived
Performance
Satisfied
Satisfied Dissatisfied
Dissatisfied
Customer!
Customer! Customer
Customer
Cognitive Dissonance
26. Types of Buying Decisions
Types of Buying Decisions
3-26
3-26
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between Buying
brands Behavior Behavior
27. 3-27
3-27
Buying Habits
Buying Habits
• Purchase of the same brand over and over again,
more due to absence of dissatisfaction than
because of a positive loyalty. Habit buying
is associated usually with low involvement
products such as toothpaste or shoe polish.
• Buying habits may shift over time with an
individual's or society's changing needs.
• Marketing is an attempt to influence buying
habits.
28. 3-28
3-28
Organizational V/S House Holding Buying
Organizational V/S House Holding Buying
Decision Variables Organizational Holding Buying
Appeal Rational Dramatic
Platform Logical Emotional
Brand Excitement Not Desired Imperative
Brand Personality Mostly Corporate Both product & Corporate
Pre Launch Research Not Vital Vital
Span of distribution control Narrow Wider
Number of orders Small Large
Size of the orders Large Very Small
Cost of order Processing Low High
Nature of the products Depends on Volume Depends on Volume
29. Major Influences on
Major Influences on
3-29
3-29
Business Buying
Business Buying
Environmental
Environmental
Economic, Technological, Political, Competitive & Cultural
Economic, Technological, Political, Competitive & Cultural
Organizational
Organizational
Objectives, Policies, Procedures,
Objectives, Policies, Procedures,
Structure, & Systems
Structure, & Systems
Interpersonal
Interpersonal
Authority, Status, Empathy &
Authority, Status, Empathy &
Persuasiveness
Persuasiveness
Individual
Individual
Age, Education, Job Position, Personality &
Age, Education, Job Position, Personality &
Risk Attitudes
Risk Attitudes
Buyers
Buyers
30. Participants in the Business Buying
Participants in the Business Buying
3-30
3-30
Process: The Buying Center
Process: The Buying Center
Gatekeepers Users
Buying
Buying
Deciders Center
Center Influencers
Buyers
31. 3-31
3-31
Introduction to
Introduction to
Consumer
Consumer
Protection
Protection
Act 1986
Act 1986
32. 3-32
3-32
Introduction to Consumer Protection
Introduction to Consumer Protection
Act 1986
Act 1986
(a)Protect from hazard to health & safety;
(b)Promote & protect economic interests;
(c)Provide adequate information for informed
choice as per individual wish & need;
(d)Consumer education including environmental,
socio-economic impacts of choice, teaching a
value system on wisely using money & goods,
complaining effectively;
(e)Provide effective redress—formal and informal
procedures that are fast, fair, cheap, accessible;
33. 3-33
3-33
(f) Encourage Business Chambers to resolve
consumer disputes through advisory services &
informal complaint handling mechanisms;
(g) Freedom to form groups & present views in
decision-making affecting consumers;
(h) Promote sustainable consumption patterns.
34. 3-34
3-34
Laws to protect consumers
Laws to protect consumers
Laws like the
• Indian Penal Code
• MRTP-1969
• Industries Development & Regulation Act-1951
• Indian Contract Act,
• Sale of Goods Act,
• Drugs and Cosmetics Act,
• Agricultural Produce (Grading and Marking) Act,
have existed since pre-independence, but none
enshrine Rights of Consumers, nor provide swift
remedy.
35. 3-35
3-35
Who is a Consumer?
Who is a Consumer?
Any person (firm, HUF, co-
operative, association) who buys
any goods or hires any service (fully
or partly paid for).
NOT goods or services obtained
for resale or for any commercial
purpose (except self-employment).
NOT any service free of charge or
under a contract of personal
service.
36. 3-36
3-36
Consumer's Rights S.6 C.P. Act
Consumer's Rights S.6 C.P. Act
1. Right to SAF T against hazardous
EY
goods and services
2. Right to be INF ORM D about quality,
E
quantity, purity, standard, price
3. Right to CHOOSE from a variety at
competitive prices
4. Right to B H ARD
E E
5. Right to seek RE DRE SSAL
6. Right to CONSUM R EE DUCAT ION
Consumer Behavior Consumer behavior refers to the buying behavior of final consumers -- individuals and households who buy goods and services for personal consumption. Model of Consumer Behavior Marketers control the stimuli or inputs consisting of the four Ps: Product, Place, Price, and Promotion. Environmental and situational influences, though perhaps beyond the control of the marketer, also influence many consumer choices. But what happens between the marketing stimuli input and the buyer’s response or output? That “black box” processing is the central question for marketers. Teaching Tip: You may wish to discuss the “buyer’s black box” in more detail at this stage. Students sometimes become involved in the controversy regarding the presence or absence of consciousness in consumers. Consider using a two-side in-class discussion: Side A: Experimental psychologists argue that what we call consciousness is merely a set of complex learned responses -- an ordinary physiological function. Side B: Sociologists and social psychologists argue that consciousness is greater than the sum of its physiological parts. For marketers, the issue is sometimes linked to free will: Do marketers create needs by conditioning consumers? Do marketers offer need-fulfillers to needs consumer’s create in their “black box?” Model of Consumer Behavior This CTR corresponds to Figure 5-1 on p. 135 and to the material on pp. 134-135.
Characteristics Affecting Consumer Behavior This CTR relates to Figure 5-2 on p.135 and previews the material on pp. 135-150. Influences on Consumers Cultural . Culture is the most basic influence on a person's values, priorities, and beliefs. Cultural shifts make marketing opportunities although most such changes are in secondary rather than core cultural values. Subcultures are important markets as these groups are often significantly different in their needs to warrant different marketing approaches. Social. Social class is determined by a combination of income, occupation, education, wealth and other variables. Social factors within one's class that affect consumer behavior include reference groups & aspirational groups. Families also exert strong social influences. Finally, each relationship a person has with his or her group carries with it certain roles and status that may carry consumptive responsibilities. Personal . Major personal factors are age and life cycle stage, occupation, economic situation, life style and personality/self-concept. Texts vary in their treatment of the PLC stages but it is clear that singles buy different products than do young marrieds with small children. Occupations differ in time constraints and social pressures to conform that affect consumption decisions. Lifestyles measured by AIO or VALS typologies can reveal different consumption patterns across otherwise dissimilar groups. The unique characteristics of each person that make up their personality also affect behavior. Psychological . Maslow's hierarchy reminds marketers that need states vary in their intensity or motivation. Perception is the process of organizing stimuli and is influenced by selective exposure, distortion, & retention. Learning occurs in response to the presentation of information linked to relevant drives, cues, responses, and reinforcement only some of which is under the control of the marketer. Beliefs and attitudes, though shaped by cultural and social forces, may vary considerably on the individual level.
Social Factors This CTR relates to the material on pp. 140-142. Group Influence on Brand Choice Groups vary in their influence on product and brand purchases as illustrated on the CTR. Consumers belong to several different membership groups. Primary Groups. Primary groups are those with which we have regular but informal interaction. These include family, friends, neighbors, and co-workers. Secondary Groups. Secondary groups are those with which we have more formal and less regular interaction such as religious groups, professional associations, and trade unions. Reference Groups. These groups serve as direct (face-to-face) or indirect points of comparison and evaluation in a person’s formation of attitudes or behavior. Aspirational Groups. This type of group is one to which the individual wishes to belong and emulates in adopting behaviors appropriate to that group. Opinion Leaders. These are people within a reference group who exert influence over others due to special knowledge, skill, personality, or other characteristic.
Factors Affecting Consumer Behavior: Personal This CTR corresponds to Table 5-2 on p. 142 and the material on pp. 142-146. Personal Factors Age and Family Life-Cycle Stage. Buyers’ choices are affected by changes in their age and family structure over time. Young singles have different tastes in clothes, furniture, food, and recreation than do middle aged persons with their own children. Older consumers continue to change in their preferences and additionally acquire new buyer needs such as increased health care needs. Occupation. A person’s occupation carries with it distinct consumptive needs. White collar workers need different clothes than blue collar workers. Also, occupations usually carry their own subcultural norms and values that influence buyer behavior. Economic Situation. Means constrain buyer behavior for almost everyone except for the most wealthy. Personality and Self-Concept. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting response to one’s own environment. Self-concept is the basic perception that people have about who they are. Lifestyle Lifestyle is a person’s pattern of living as expressed in her or his activities, interests, and opinions. Determining lifestyle involves measuring AIO dimensions -- the Activities , Interests , and Opinions of consumers. Psychographics. Lifestyle measures combined with demographic information can identify distinct market segments for consumer products and services. The best known of these methods, VALS 2, is addressed on the following CTR.
The Buyer Decision Making Process This CTR corresponds to Figure 5-6 on p. 153 and relates to the material on pp. 152-156. Teaching Tip: Consider asking students to describe some of their purchases decisions made at the beginning of the term and link them to steps in the process. Stages in the Buyer Decision Process Need Recognition. Problems are recognized when people sense a difference between an actual state and some desired state. Problem recognition can be triggered by either internal or external stimuli. Information Search. Consumers vary in the amount of information search they conduct. Information search may be a survey of information stored in memory or may be based upon information available externally. Search effort varies from heightened awareness corresponding to increased receptivity for relevant information to active information search modes where the person expends some energy to obtain information that is desired. External information vary in their informational and legitimizing characteristics. Riskier decisions usually elicit more search behavior than non-risky decisions. Evaluation of Alternatives. Following information search, the person compares decisional alternatives available. Criterion for evaluation compares product attributes of the alternatives against degrees of importance each attribute has in meeting needs, beliefs about the product or brand's ability and utility, and an evaluation procedure that ranks the alternatives by preference that forms an intention to buy. Purchase Decision. - The individual buys a product. Purchasing other than the intended product may be due to attitudes of others exerted after the evaluation of alternatives is completed or unexpected situational factors such as point of purchases promotions that affect the alternatives' ranking. Post-purchase Behavior. This involves comparing the expected performance of the product against the perceived performance received. Cognitive dissonance describes the tendency to accentuate benefits and downplay shortcomings.
Types of Buying Decisions This CTR corresponds to Figure 5-5 on p. 151 and relates to the material on pp. 151-152. Types of Buying Decision Behavior Complex Buying Behavior. Consumers undertake this type of behavior when they are highly involved in a purchase and perceive differences among brands. Involvement increases with the product is expensive, infrequently purchased, risky, and highly self-expressive. Dissonance-Reducing Buying Behavior. Consumers engage in this behavior when they are highly involved with an expensive, infrequent, or risky purchase, but see little difference among brands. Without objective differentiation to confirm the purchase, buyers often seek support to reduce postpurchase dissonance -- the feeling they may have made the wrong decision. Habitual Buying Behavior. This behavior occurs under conditions of low consumer involvement and little significant brand differences. Consumers do not search extensively for information about brands. Brand familiarity aids in promoting products under essentially passive learning conditions. Variety-Seeking Buying Behavior. Consumers may seek variety when involvement is low and there are significant perceived differences among brands. Differences may be product features -- new taste, improvements, extra ingredients -- or promotional benefits such as coupons, rebates, and price reductions.
Major Influences on Business Buying This CTR corresponds to Figure 6-2 on p. 178 and the material on pp. 177-179. Major Influences on Business Buying Environmental Factors. Industrial Buyers are heavily influenced by the economic environment especially the level of primary demand, economic outlook, and the cost of money. Materials shortages are also increasing in importance. Organizational Factors . These factors stem from each organization's objectives, policies, procedures, and ways of doing business. Marketers must identify how each of these elements are manifest in a particular company. Interpersonal Factors . Interpersonal influences center on group dynamics and the interplay of personalities and organizational roles. Buyer roles within the buying unit may differ not only from organizational factors but from the interpersonal interaction of the individuals involved as well. Individual Factors. A person's age, status, education, professional specialty, and overall personality and attitudes affect how they participate in organizational buying decisions. It may be difficult for the marketer to identify individual factors directly.
Buying Centers This CTR relates to the material on pp. 175-177. Participants in Business Buying Centers Users . These are members of the organization who will use the product or service. Users often initiate the buying proposal and help define product specifications. Influencers . These are people who affect the buying decision. They often help define specifications and provide information for evaluating alternatives. Technical personnel are particularly important influencers. Buyers . These are the people with the formal authority to select the supplier and arrange terms of purchase. Buyers may influence product specifications, but their major role is in selecting vendors and negotiating. Deciders . These are the people who have the formal or informal power to select or approve the final suppliers. Gatekeepers . Gatekeepers are those people who control the flow of information to others. Gatekeepers are extremely important to anyone trying to gain the cooperation of buying center members, especially in widely-dispersed organizations.
Selling your ideas is challenging. First, you must get your listeners to agree with you in principle. Then, you must move them to action. Use the Dale Carnegie Training® Evidence – Action – Benefit formula, and you will deliver a motivational, action-oriented presentation.