Four Types of Buying

Behavior

High Low
Involvement Involvement
Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands Behavior Behavior
 Objectives
• Influences on Buying
Behavior
• Buyer Decision Making
Gender
Cultural Factors
 Social Factor
• Family
• Reference Group
• Role and Status
 Influences on Consumer
Behavior

Personal
Personal Influences
Influences

Age
Age and
and Family
Family Life
Life Lifestyle
Cycle Lifestyle
Cycle Stage
Stage

Occupation
Occupation && Personality
Personality &&
Economic
Economic Circumstances
Circumstances Self-Concept
Self-Concept
Psychological Factors

Motivation
Motivation

Beliefs &
Beliefs &
Attitudes
Attitudes
Perception
Perception Learning
Learning
Maslow’s Hierarchy
of Needs
Self-
Self-
Actualization
Actualization

Esteemneeds
Esteem needs

Socialneeds
Social needs

Safetyneeds
Safety needs

Psychologicalneed
Psychological need
 Consumer Buying
Process
Problem
recognition

Information
search

Evaluation of
alternatives

Purchase
decision

Postpurchase
behavior
 Decision Making Sets

Total
Set Aware-
ness Consid-
Set eration
Set Choice
Set Decision
 Steps Between Evaluation of
Alternatives and a Purchase
Decision

Evaluation
of
alternatives
 How Customers Use or
Dispose of Products
To be
Rent it Give it (re)sold
Get rid of it away
temporarily Loan it
To be
used
Trade it
Get rid of it
Product permanently Direct to
Use for consumer
original Sell it
purpose
Keep it Convert Through
to new Throw it middleman
purpose away
Store it To
intermediary
Thank You.