Professional Documents
Culture Documents
BEHAVIOUR
Buyer behavior is concerned with the activities &
actions of people & organization that purchase &
use economic goods & services, including the
influences on these activities & actions.
Need
identificatio
1. Types
of
n
needs
-Functional
(Rational)
-psychology
(emotional)
2. Hierarchy
of needs
(5
hierarch
y)
3. Conflicts
of needs
4.Recognitio
n of
needs
Information
search
1. Nature of
informatio
n (brand ,
quality
color etc. )
1.Sources
of
informatio
n
(experienc
e, reports,
magazines
etc.)
3. Times of
informatio
n search)
Modified purchase
Evaluatio
n of
Alternativ
es
1. Organize
data in a
desired
form 2.
Develop
the
decision
criteria
cost
performan
ce
Suitability
convenien
ce etc.
Product
selection
and
buying
decision
1. Select the
best
alternativ
e 2.Make
purchase
decision
-Store
-place
-time
-Day , etc
Repurchase
New purchase
decision
Postpurchase
1.Evaluate
behavior
the
rationality of
decision
made in the
past.
2.Identify the
level of
satisfaction
provided by
the product
3.Make repurchase,
new
purchase
modified
decision
2-personal influences
Concerns the psychology of the individuals
concerned
It includes personality, motivation, perception
and learning.
It is extremely difficult for sales people to
judge accurately how extrovert or introvert,
conventional or unconventional ,a customer
is.
BUZZOTTA,LEFTON AND SHERBERG proposed
a two-dimensional approach to understanding
buyer psychology. (1) dominant (2)submissive
Dominant
It is the drive to take control of others. It
submissive
It is the disposition to let others take the
warm
Warmth is having a regard for others. A warm
hostile
Hostility is having a lack of regard for others.
1- Dominant-hostile
These people are loud, talkative, demanding
2- submissive-hostile
These people are cold, aloof and uncommunicative.
3-submissive-warm
These people are extrovert , friendly, understanding,
4-dominant-warm
These people are open minded, but not afraid
3-social influences
Social class
Reference groups
Culture
family
Social class
Based on the occupation of the head of the
household
Upper middle class
Middle class
Lower middle class
Skilled working class
Working class
Lowest class
Reference groups
A group of people that influences a persons
culture
It refers to the traditions,values and attitudes
Submissive
family
The family is sometimes called a primary