“ BUYER ’ S BEHAVIOR ” .

RAJESH KUMAR .N.R

II.sem , MBA.
LMCST
Buyer ’ s
Behavior
Two Categories Of Buyer’s:-
•
• Individual Consumers
•
• Business Buyers
INDIVIDUAL BUYERS :-
T hese
buyers buys things for his
own personal and family
consumption .
BUSINESS BUYERS :-
T hese are
the commercial buyers they
buys things for
manufacturing other products
or for reselling or use
in the running of his
enterprises .
BUYER BEHAVIOUR MODELS
1 ) MASLOW ’ S HIERARCHY OF NEEDS :
2) The Economic Models:
Buyer is a rational man and his buying decisions
are totally governed by the concept of utility.

3) The Learning Model :

The buyer
behavior can be influenced by manipulating the
drives ,stimuli and responses of the buyer.

4) The Psychoanalytical Model :

The individual consumer has a complex set of

deep-seated motives that drive him towards certain
buying decisions.
5) The Sociological Model :
In this model the individual buyer is influenced
by society .His buying decisions are not totally
governed by utility ,he has a desire to emulate
6,follow
) The,and
Nicosia
fit in Model
with :his immediate environment.

It tries to establish a link between the

firm and the consumer. And in this model human
being is analyzed as a system with “ stimuli” as
a the input of the System and “behavior” as the
output of the system. This model is put forward by
7“)FRANCESCO
The Howard - Sheth
NICOSIA Model
.” In :
1966.
This model was put
forward by John Howard and Jagadish Sheth in
1969.According to this model ,there are inputs in
the form of stimuli. There are output beginning
with attention to a given stimulus and ending with
FACTORS INFLUENCING BUYERS
BEHAVIOUR:-
The factors influencing buyer’s behavior
grouped into 3 broad categories;

1) Factors that are part of the buyers as

an individual.

2) Buyer’s social environment (group

influence)

3) Information from a variety of sources .

1 .Factors That Are Part Of
The Buyer As An Individual :
(i) Personal factors

(ii)Cultural factors
(iii)Psychological factors
 (I) Personal factors-(Age,
Education, Economic Position, Status,
Self-concept)
An
individual’s age, level of education, his
occupation, overall economic position and
lifestyle, all influences his role as a buyer. They
decide what products will buy and consume. A
person’s self- concept and his concern about status
ii) influence
(also Culturalhisfactors : (Religion
buying decisions. ,
language, etc…)
Within any religion, there may be several sects
and sub-sects; there may be orthodox groups and
cosmopolitan groups. In dress ,Food habits or
marriage-in almost all matters of individual life-
religion and culture exercise an great influence .
(iii)Psychological factors-
(beliefs,attitudes,motivation, and
perception):-
Individuals coming under the
same economic and social groups can be vastly
different when it comes to certain personal
believes, faith and attitudes. One may be
traditional in the overall view of life, while
another may be modern. One may be least innovative,
while another may welcome anything new.
2. Buyer’s Social Environment (Group
Influence)
The
buyer, he is not an ascetic, he is living in a
society, is influenced by it. He is a member of
several organizations and groups, both formal and
informal. There is constant interaction between
the individual and the groups to which he belongs.
Which influence him in his day-to-day life and
consequently, his buying behavior.
Since there are two broad groups of which
an individual is apart, we shall discuss group
influence in two parts.
(i) Influence of intimate group.
(ii) Influence of the broad social
class
(i) Influence Of Intimate Group ;
The intimate groups are like,
family, friends, close colleagues and closely knit
organizations. These groups exercise a strong
influence on the lifestyles and the buying
patterns of its members. Among these groups, the
most influential and primary groups are the family
and peer groups. The peer group has the greatest
influence
(ofiistyles
) on the individual
Influence Of member
The as a stabilizer
Broad Social
and behavior patterns .
Class;
The social class is a larger group than the
intimate groups. The constitution of a social
class is decided by the income, occupation, place
of residence, etc., of the individual members. They
share a common lifestyle and behavior pattern. And
they normally select a product or a brand that
caters to their class norms..
Sources;

The buyer today is

exposed to a veritable flood of information,
unleashed on him from different sources.
These sources inform him about new products
and services. The information sources
includes, advertising, samples, and trials,
display in shops and sales men’s
suggestions.etc…
 Buying motives
It may be
defined as ‘all the impulses, desires and
considerations’, which induce a buyer to purchase
a given Motives
Buying product. Generally Of Two Types ;

•Product motives
•Patronage motives

It is often said that “dissatisfaction of human

beings creates new products and new markets”. A
product is bundle of satisfaction. At least it is
expected to be so .
•Product motives :-
There are two categories

•Emotional product motives

•Rational product motives

Emotional product motives are those impulses

that appeal to the buyer’s pride or ego, his urge
to imitate others, or his desire to be distinctive.
It may persuade him to buy product without
evaluating the plus and minus points of such
action. Rational product motives , involves a
logical analysis of the intended purchase- the
purpose expected to be served by the product.
 2 . Patronage motives :-

Just like product motive patronage motive also can

be grouped into emotional and rational categories,
Emotional patronage are those that a buyer to buy
from specific shops, without much logical reason
behind that action. However, if he selects a shop
because he knows that it offers a wide selection,
or the latest models, or good after-sales services,
then he in influenced by the Rational Patronage
Motives. There is a combination of both emotional
and rational motives .
The buying process ;

There are eight stages of buying

process,
Problem recognition (need recognition)
Awareness
Comprehension (evaluation)
Attitude
Legitimization
Trial
Adoption
Post-purchase behavior
Business buyers
Definition :-
A business buyer is one
who buys goods and services for any or all
of the following purposes;
•For making other goods and services
•For reselling
•For use as consumables in the organisation
Classification of business
buyers :-
•Buyers in the agriculture sector
•Buyers in the industrial sector
•Buyers in the service sector
•Resellers
•Buyers in the government sector
•Buyers in non-profit businesses
BUYING HABITS AND PATTERNS
•Goes through long negotiations.
•Frequency of purchase.
•Size of order.
•Several participants in the buying
decisions.
•Distribution channels.
THANK YOU ….