Buyer Behavior

The marketing management model focuses on the

way in which organizations manipulate inputs and

transform them into goods and services which they
can sell profitably to buyers.
Such an approach usually concentrates on the
management of the four Ps:
1.
2.
3.
4.

Product
Price
Place
Promotion

Buyer Behavior
General Behavior of Buyers:
A decision to buy is usually the outcome of a
sequential process.
Buyers behavior differs from region to region.
Buyers behavior are dynamic and it changes
accordingly.
Buyers required a great deal of information
regarding the product.
Buyers are more focused on new innovations and
competitive product.

Buyer Behavior
As buyers behavior differs from continent to

continent thats why marketing researchers divided

the market into five different region. Those are:
1.
2.
3.
4.
5.

Southeast Asia
America
Europe
Africa
Oceania

(Researchers divide into those region based on the cultural

diversity and population quantity)

MBM (Market Based Management)

Along with the region division, market researchers
divided the customer into seven different segments.
Those are:
Professionals
Kids (Under 18 years of old)
Disadvantaged people
Uncivilized people
Aged people Group (generally over 60 years of old)
Family oriented people (non-professionals)
Free-rein people (Home based leisure type)

Models of stages of buyer behavior

Professionals: Professionals are generally busy with their work
and they want a quality product. Engel et al. (1968) developed
a model of Professionals behavior in terms of buying product.
Problem
Recognition

Evaluation
and Research

Purchase
Process

Problem recognition: Identifying the main issue regarding the

product according to their necessity.
Evaluation and Research: The outcome of the evaluation and
research helps buyer to choose the right product.
Purchase Process: The documented purchasing procedure with
all terms and conditions.

Models of stages of buyer behavior

Kids: Under 18 years of age are to be considered as

kid. Most of them are school going and living with

their parents. Lavidge and Steiner (1961) develop a
model of buying for under aged group.
Unawareness

Awareness

Knowledge

Conviction

Preference

Liking

Purchase

Models of stages of buyer behavior

Family oriented: This group usually have enough time
to compare the product. Do not want to spend extra
money for purchase.
Free Rein: This group like to change their behavior
frequently.
Rogers (1962) develop a model of buying for those two
groups:
Awareness

Interest

Evaluation

Trial

Adoption

Models of stages of buyer behavior

Evaluation: The individual mentally applies the

innovation to his or her present and anticipated future

situation and then decide whether to try or not to try it.
Trial: The individual uses the innovation on a small scale
in order to determine its utility in his or her situation.
Adoption: The individual decides to continue the full use
of the innovation.
- Adoption is generally defined as the decision to use a
product or service in preference to alternative or
substitutes good which might be used to satisfy the same
need.

Models of stages of buyer behavior

Diffusion: The adoption of an innovation gives rise

to a process known as diffusion. Rogers (1962)

identified four elements as critical to diffusion
process:
1. The innovation
2. Its communication from one individual to another.
3. The relevant social system of which these
individuals are a part.
4. Time

Models of stages of buyer behavior

Aged people: Robinson at el. (1967) defines this

group as the biggest evaluator of any product or any

service. He developed the model of their behavior:
Problem
Determines
Search
Requisition
Evaluation
Selection
Performance
for
Recognition
ofand
of
and
order
the
feedback
proposals
qualification
characteristics
analysis
routine
and
and
of evaluation
proposals
of
selection
source
and quantity
of supplier.
needed

Buyers Behavior
Loyalty: Loyalty means a strong feeling of support or

allegiance.
The degree of loyalty must be assessed from the
prospective buyers point of view and not judged in
terms of the actual age of innovation.
Risk: It is not risk which bothers decision makers, it
is uncertainty. One can assess risk objectively and
express it in terms of the likelihood.