MARKETING MANAGEMENTChapter 4BUYER BEHAVIOUR (CONSUMER BEHAVIOUR)

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

DefinitionConsumer behaviour or buyer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs.

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Buyer Behaviour ModelsThe Economic ModelThe Learning ModelThe Psycho-Analytical ModelThe Sociological ModelThe Howard-Sheth Model

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Stimulus-Response Model

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Buying Characteristics Influencing Consumer Behaviour 1. Cultural2. Social 3. Personal4. Psychological CultureReferenceAge and lifeMotivation groupscycle stage SubcultureFamilyOccupationPerceptionSocial classRoles andEconomic situationLearning beliefsstatusLifestyleand attitudesPersonality andself-concept

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

MotivationMaslows Hierarchy of Needs

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Types of Buyer Behaviour

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Stages in the Buying Decision Process

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Characteristics of Business MarketsFewer buyersLarger buyersGeographically concentrated buyersDerived demandInelastic demandFluctuating demandProfessional purchasing

Himalaya Publishing HouseMarketing ManagementDr. K. KarunakaranChapter 4Buyer Behaviour(Consumer Behaviour)

Organizational Buying Process