The document discusses understanding buyers before selling. It defines the buyer's journey as having 3 stages - awareness, consideration, and decision. It explains each stage from the buyer's perspective. It also discusses who buyers are, buyer behavior types including complex, variety seeking, habitual, and dissonance behavior. Methods for understanding buyers like knowing their needs, demographics, purchase behaviors are presented. Buyer behavior analysis techniques including using software and customer reviews are also summarized.

1. Understanding the buyer
before selling
SNSW Assignment

2. Group 10 Members are:
1. Guhan s
2. Akash Sivadas
3. Aravind
4. Chindanooru Dheeraj kumar
5. Loshini
6. Muhammed jasil
7. Patrick
8. Safvan p.k
9. Sneha Madhavan
10. Vijay v.s
Department of Management Studies – 2021-23

3. Objective:
Who is a buyer?
& what is
buyer’s
journey?
The 3 stages
of buyer
journey?
The buyer’s
perspective
How to
Understand
a customer?
Buyer
Behavior
Analysis

4. Who is a buyer ?
A person who pays money for
something, or a person whose
job is to decide what goods will
be brought into a store for sale.

5. What is the buyer's journey?
The buyer's journey describes a buyer's
path to purchase. In other words, buyers
don't wake up and decide to buy on a
whim. They go through a process to
become aware of, consider and evaluate,
and decide to purchase a new product or
service.

6. The three stages of the buyer's journey?
Awareness stage
Consideration
stage
Decision
stage
The buyer’s Journey :

7. The buyer's perspective:
During The Awareness Stage?
 The buyer is experiencing a problem or symptoms
of a pain, and their goal is to alleviate it. They may
be looking for informational resources to more
clearly understand, frame, and give a name to their
problem.
 Example: "Why do my feet hurt all the time?"
Doing The Consideration Stage?
 The buyer will have clearly defined and given a
name to their problem, and they are committed to
researching and understanding all of the available
approaches and/or methods to solving the defined
problem or opportunity.
 Example: "How do you treat arch pain?"

8. Buyer during the Decision stage
The buyer has decided on their solution
strategy, method, or approach. Their
goal now is to compile a list of available
vendors, make a short list, and
ultimately make a final purchase
decision.
Example: "Where can I get custom
orthotics? How much will they cost?"

9. Buyer Behavior:
Buyer behavior refers to the decision and acts people undertake to buy products or services for individual or group use.
It’s synonymous with the term “consumer buying behavior,” which often applies to individual customers in contrast to
businesses.
Types of buyer behavior:
Buyer behavior is always determined by how involved
a client is in their decision to buy a product or service
and how risky it is. The higher the product price, the
higher the risk, the higher the customer’s involvement
in purchase decisions. Based on these determinants,
four types of consumer buyer behavior are
distinguished:

10. Complex buying behavior
 This type is also called extensive.
 The customer is highly involved in the buying
process and thorough research before the
purchase due to the high degree of economic or
psychological risk.
 Eg. of this type of buying behavior include
purchasing expensive goods or services such as
a house, a car, an education course, etc.
Variety seeking behavior
 Customer switches among brands for the sake of
variety or curiosity, not dissatisfaction,
demonstrating a low level of involvement.
 For example, they may buy soap without putting
much thought into it. Next time, they will choose
another brand to change the scent.

11. Habitual buying behavior
 This type of consumer buying behavior is
characterized by low involvement in a purchase
decision. A client sees no significant difference
among brands and buys habitual goods over a
long period.
 An example of habitual buying behavior is
purchasing everyday products.
Dissonance buying behavior
 This type presupposes lots of involvement in the
buying process due to the high price or infrequent
purchase.
 People find it difficult to choose between brands and
are afraid they might regret their choice afterward.
 they buy goods without much research based on
convenience or available budget.
 Eg. of dissonance-reducing buying behavior may be
purchasing a waffle maker. In this case, a customer
won’t think much about which model to use, chousing
between a few brands available.

12. Buyer Behavior Patterns
Each consumer may have unique buying habits.
Still, there are typical tendencies, which allows
distinguishing the following buyer behavior
patterns
Place of purchase
If customers have access to several stores, they are not
always loyal to one place. So even if all items are
available in one outlet, they may divide their purchases
among several shops.
Items purchased
The type of the product customers purchase and its
quantity. As a rule, people buy necessity items in bulk.
In contrast, luxury items are more likely to be purchased
in small quantities and not frequently.
Product
durability
Product
availability
Product price
Buyer’s
purchasing
power
Number of
customers for
whom the
product is
intended

13. Time & frequency of purchase
With the development of e-commerce, purchases have become only a few clicks away. Anyway, marketers should
understand how often and at what time of the year or day people tend to buy more goods. The product purchase
frequency may depend on the following factors:
Product type
Customer’s lifestyle
Product necessity
Customer’s traditions
and customs
Method of
purchase
People buy goods in different ways: some go to the store, while others prefer
ordering items online. Some pay cash, while others use a credit card. Among
customers who buy goods in online stores, some pay on delivery, while others are
ready to pay right after they place an order. The way customers choose to purchase
products tells a lot about their buyer persona.

14. How to Understand a Buyer ?
Knowing and understanding customer
needs is at the center of every successful
business, whether it sells directly to
individuals or other businesses. Once you
have this knowledge, you can use it to
persuade potential and existing customers
that buying from you is in their best
interests.
The easiest way to identify a potential
customer’s current supplier is often simply
to ask them. generally people are very
happy to offer this information, as well as
an indication of whether they’re happy
with their present arrangements.
If you can find out what benefits they’re
looking for, you stand a better chance of
being able to sell to them. The benefits
may be related to price or levels of service,
for example. Are there any benefits your
business can offer that are better than those
the potential customer already receives? If
there are, these should form the basis of
any sales approach you make.

15. 6.How much
money they
have
• You’ll be more successful if you can match what you’re
offering to what you know your customer can afford.
7.What makes
them feel good
about buying
• If you know what makes them tick, you can serve them in the
way they prefer.
8.What they
expect of you
• For example, if your customers expect reliable delivery and
you don’t disappoint them, you stand to gain repeat
business.
9.What they
think about you
• If your customers enjoy dealing with you, they’re likely to buy
more. And you can only tackle problems that customers
have if you know what they are.
10.What they
think about your
competitors
• If you know how your customers view your competition, you
stand a much better chance of staying ahead of your rivals.
1.Who they
are
•If you sell directly to individuals, find out your customers’ gender, age,
marital status and occupation. If you sell to other businesses, find out
what size and kind of business they are. For example, are they a small
private company or a big multinational?
2.What they
do
• If you sell directly to individuals, it’s worth knowing their
occupations and interests. If you sell to other businesses, it helps
to have an understanding of what their business is trying to
achieve.
3.Why they
buy
• If you know why customers buy a product or service,
it’s easier to match their needs to the benefits your
business can offer.
4.When they
buy
• If you approach a customer just at the time they want
to buy, you will massively increase your chances of
success.
5.How they
buy
• For example, some people prefer to buy from a
website, while others prefer a face-to-face meeting.

16. Buyer Behavior Analysis:
To offer relevant products and services to the target audience, marketers should analyze what and how people
buy. Companies adhere to several ways of monitoring consumer buying behavior:
Using computer software
Computer software provides
companies with valuable information
about the customers’ purchase
experience. This allows analyzing what
products or services are preferable
among certain groups of buyers, how
the customers’ location influences their
purchase habits, etc.
Analyzing customers’ reviews
Another way of analyzing buyer
behavior is to study the customer’s
feedback. Online reviews can often
reveal more than just people’s feelings
about the purchase. They might also
share some information about how
they choose items or the way they
prefer buying goods.

17. Reference:
• https://dictionary.cambridge.org/dictionary/english/buyer
• https://blog.hubspot.com/sales/what-is-the-buyers-journey
• https://snov.io/glossary/buyer-behavior/
• https://www.aljazeera.com/news/2022/4/25/elon-musk-twitter-sale-stirs-free-speech-disinformation-debate
• https://youtu.be/cdZZpaB2kDM
• https://m.infoentrepreneurs.org/en/guides/know-your-customers--needs/
• https://www.geektonight.com/consumer-behaviour-definition-importance-types/
• https://snov.io/glossary/buying-intent/
• https://neostrom.in/types-of-buying-behaviour/
• https://www.managementstudyguide.com/buying-behaviour-patterns-of-customers.htm
https://youtu.be/akOYy981oQ0

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