Buyer Behaviour

Noriega, Jerean
Cerbo, Edhel Marie
Vocal, Ericjon
Abcede, Roneil
I. Consumer Buying
Bahaviour
Is the sum total of a consumer's
attitudes, preferences, intentions, and
decisions regarding the consumer's
behavior in the marketplace when
purchasing a product or service. The
study of consumer behavior draws upon
social science disciplines of
anthropology, psychology, sociology, and
economics.
II. Characteristics Affecting
Consumer Buying
Behaviour
•Cultural Factors
•Social Factors
•Personal Factors
•Psychologiacal Factors
Cultural Factors
• are some of the strongest influences of
consumer buyer behavior.
• Cultural Factors are the set of basic values,
perceptions, wants and behaviors that are
"learned" by a consumer from their families
and other important social institutions.
•  "Culture" is the most basic source of a
consumer's wants and behavior.  It lives at
the foundation of a consumer's world view. 
Cultural Factors
I. Subcultures
Subcultures are groups of people that
have a set of shared values based on common
life experiences and situations.  Subcultures
can include different nationalities, religions,
racial groups, and geographic regions.
 Because of this, marketers are designing
products and marketing campaigns that are
specifically tailored to their needs and wants.
Cultural Factors
II. Trends
 
Recent trends that have developed over the past
decade are the growth of health and fitness over
junk and processed food products. CMO's and
marketers need to always try to notice cultural
shifts in order to discover new products that might
be desired by consumers in other cultures and
subcultures.
Social
Factors
Social factors affect
consumer behavior
significantly. Every individual
has someone around
influencing their buying
decisions. The important social
factors are: reference groups,
Personal
Factors
An individual’s decisions are
influenced by personal factors such as
a buyer’s age and life cycle state,
occupation, economic situation,
lifestyle, and personality and self-
concept.
Consumers’ change during their life
and buying of products alter depending
on age and stage of life.
Psychological Factors
A buyer’s choices are also influenced
by four psychological factors, i.e.
motivation, perception, learning, and
beliefs and attitudes.
A consumer is an individual who has
different kind of needs. These needs can
be biological like thirst or psychological
arising from the need of recognition or
belonging.
III. Types Of Buying Decision
Behaviour
• Complex Buying Behaviour
• Dissonance-reducing Buying
Behaviour
• Habitual Buying Behaviour
• Variety-seeking Buying
Behaviour
Complex Buying
Behaviour
Is a type of buying decision behaviour where consumers are
fully involved in the complex process when they are completely
concerned about purchasing a product and make out a
significant difference amongst the brands.
This does not involve “on the spot buying” rather it takes a lot of
thinking and time before the actual purchasing decision is made.
Dissonance-reducing
Buying Behaviour
Just like Complex Buying Behaviour,
consumers with Dissonance-Reducing Buying
Behavior have high amounts of involvement.
However, buyers in this behavioral situation
are perceiving very few differences among the
brands they are selecting products from.  The
key word here is perceiving.  There may be
many real differences between the different
brands, however the buyer's beliefs about the
other brands are that there are very similar or
essentially the same.
Habitual Buying
Behaviour
refers to situations where a consumer has low
involvement in a purchase, and is perceiving very
few significant differences between brands in a
given product category.  So many products fit into
this scenario.  Most of them are everyday use
products and commodities, such as toilet paper,
salt and black pepper.
Typically a consumer will go to the store and reach
for a brand.  If the consumer grabs the same brand
repeatedly, this is almost always habitual buying,
not brand loyalty.
Variety-seeking Buying
Behaviour
refers to situations where there is low
consumer involvement, but the consumer
perceives significant differences between
the brand options in front of them.  In
variety seeking situations consumers tend
to do a lot of brand switching.  There is no
real brand loyalty.
they may also pick another brand purely
out of boredom or to just try something
different.
IV. Consumer Buyer
Decision Process
•Need Recognition
•Information Search
•Evaluation Of
Alternatives
•Purchase Decision
Need
Recognition
This is the first stage of the Consumer Decision
Process in which the consumer is able to recognize
what the problem or need is and subsequently,
what product or kind of product would be able to
meet this need. It is oftentimes recognized as the
first and most crucial step in the process because if
consumers do not perceive a problem or need, they
generally will not move forward with considering
a product purchase.
Information Search
is a stage in the Consumer Decision
Process during which a consumer searches
for internal or external information. During
this stage, a consumer who recognizes a
specific problem or need will then likely be
persuaded to search for information. This is
also when the customer aims to seek the
value in a prospective product or service.
During this time, the options available to the
consumer are identified or further clarified.
Information Search
I. Internal Research
refers to a consumer’s memory or
recollection of a product, oftentimes triggered or
guided by personal experience. This is when a
person tries to search their memory to see whether
they recall past experiences with a product, brand,
or service. If the product is considered a staple or
something that is frequently purchased, internal
information search may be enough to trigger a
purchase.
Information Search
II. External Research

Is conducted when a person has no prior

knowledge about a product, which then
leads them to seek information from
personal sources and/or public sources or
marketer dominated sources especially
when a person’s previous experience is
limited or deemed inefficient.
Evaluation Of Alternatives
The consumer evaluates all the products
available on a scale of particular attributes.
During this stage, consumers evaluate all of
their product and brand options on a scale of
attributes which have the ability to deliver the
benefit that the customer is seeking. The brands
and products that consumers compare – their
evoked set – represent the alternatives being
considered by consumers during the problem-
solving process.
Post Purchase
Behaviour
Is when the customer assesses whether
he is satisfied or dissatisfied with a purchase.
How the customer feels about a purchase
will significantly influence whether he will
purchase the product again or consider
other products within the brand repertoire.
A customer will also be able to influence the
purchase decision of others because he will
likely feel compelled to share his feelings
about the purchase.