PRESENTATION ON

BUYERS BEHAVIOUR

Meaning

Buyer behaviour relates to the purchase behaviourof

individuals, groups and organizations who buy products to meet their needs. the decision process and acts of people involved in buying and using products. It is the study how individual grow and organization make their decision to use their resources in terms of time, money and effort.

 Buyers behaviour refers to the behaviour of consumer. So

marketers must understand how consumer select, buy, use and dispose the product. Generally buying behaviour include the study of various aspect of buying, using and disposing product and service -what they buy? -why they buy it? -when they buy it? -where they buy it? Marketing theory traditionally splits analysis of buyer or customer behaviour into two broad groups for analysis

 Consumer behaviour Organizational buying behaviour

It refers to the buying behaviour of final consumers-

Consumer behaviour

individuals and households that buy goods and service for personal consumption. All of these final consumers combine to make up the consumer market. Consumer behaviour refer to the behaviour that consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. - Schiffman and Kanuk

Stimulus-Response model of Buyer Behaviour

Environmental factors Marketing stimuli Product Price Place promotion Buyers black box Buyers characteristic Attitudes Perception Knowledge Lifestyle Buyers decision process Problem recognition Information search Alternative evaluation Purchase decision Post-purchase behaviour

Buyers response Product choice Brand choice Dealer choice Purchase timing Purchase amount

Environmental stimuli Economic Technology Political Social Cultural

Organizational buying behaviour

It refer to the buying behaviour of the organization that buy

goods and services for use in the production of others products and services . It also include the behaviour of retailing and wholesaling firms that acquire goods to resell or rent to others at a profit. Organizational buying behaviour is the decision making process by which formal organizations establish the need for purchased products and services and identify, evaluate and choose among alternative brands and supplier. - Webster and Wind

Model of organization buyer behaviour

The environment Marketing stimuli Product Price Place Promotion The buying organization The buying center Buyers response Product or services choice Supplier choice Order quantities Delivery time and terms Services term Payment

Buying decision process Environmental stimuli Economic Technology Political Cultural social (interpersonal and individual influences) Organizational influences

Importance of buyer behaviour

Buyers need satisfaction Locate the new market opportunities Effective use of marketing resources Product positioning Selection of new market segment Attract the customers Market research