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Important determinants 
Of buying behaviour process 
BY 
SMART LEARNING WAY
Flow of presentation 
• Introduction 
• Defination 
• Factors of buying behaviour 
• Buying behaviour process 
• Conclusion 
• Review of the presentation 
• Bibliography
Introduction 
• Buyer behaviour is the attempt to understand 
and predict human actions in the buying role. It 
has assumed growing importance under 
market–oriented or customer- oriented 
marketing planning and management . 
• Buyers market for many product and the 
growth of consumerism and consumer 
legislation since 1960.Buyer behaviour is one 
of the most important keys to successful 
marketing.
Defination 
• Edward W. Cundiff and Richard R. Still 
defined “ Process whereby individuals 
decide whether, what, when, where, how 
and from whom to purchase goods and 
services.”
Webster defined as “ all 
psychological, social and physical behaviour of 
potential customer as they become aware of, 
evaluate, purchase, consume, and tell others 
about products and services.”
each element of this definition is 
important :- 
1. Buyer behaviour involves both individual 
processes and group processes. 
2. Buyer behaviour is reflected from awareness 
right through post-purchase evaluation 
indicating satisfaction or non-satisfaction 
from purchases.
3. Buyer behaviour includes communication, 
purchasing and consumption behaviour. 
4. Consumer behaviour is basically social in 
nature. Hence, social environment plays an 
important role in shaping buyer behaviour. 
5. Buyer behaviour includes both consumer and 
business buyer behaviour.
Factor of buying behaviour 
Factor 
cultural social personal psychological 
culture 
Sub-culture 
Social class 
reference 
groups 
family 
Roles & 
status 
Age-life 
occupation 
Economic 
circumstances 
Lifestyle 
personality 
motivation 
perception 
learning 
Beliefs & 
attitudes
1. Cultural factors:- 
Cultural factors have deep related influence on 
consumer behaviour. These factors include 
culture, sub-culture and social class.
2. Social factors:- 
The social factors which include 
reference groups, family and social roles and 
status also influence the consumer behaviour. 
Designing a marketing strategy, the marketer 
must carefully consider the nature and extent 
of social influences on the potential customers.
3. Personal factors:- 
A consumer behaviour is also influenced 
by personal factors like age and life cycle, 
occupation, economic circumstances, life style 
and personality.
4. Psychological factors:- 
psychological factors like motivation, 
perception, learning and beliefs and attitudes 
influence the consumer behaviour 
considerably.
Buying behaviour process 
1. Perceived want or desire 
2. Information search 
3. Evaluation of alternatives 
4. Purchase decision 
5. post-purchase experience and behaviour
1. Perceived want or desire:- 
Buying process begins when a person 
begins to feel that a certain need or desire has 
arisen and it has to be satisfied. 
The intensity of want will indicate the 
speed with which a person will move to fulfill the 
unsatisfied want. Other less pressing wants may 
have to be postponed as the buyer cannot have 
unlimited purchasing power.
marketing management should offer 
appropriate cues in the communications which 
can promote the sale of products. 
Communication-mix not only triggers 
true needs and desires of customers but also 
offers attractive cues or selling point in the 
buying process.
2. Information search :- 
Aroused needs can be satisfied promptly 
when the desired product is not only known but 
also easily available, e.g., water to satisfy our 
thirst. But when it is not clear what type or brand 
of the product can offer best satisfaction and 
where and now it can be secured, the person 
will have to search for relevant information 
about the brand, location and the manner of 
obtaining the product.
Consumer can tap many sources of 
information e.g. family, friends, neighbors, 
opinion leaders and acquaintances. Marketers 
also provide relevant information through 
salesmen, advertising, dealers, packaging, sales 
promotion and window display. 
we have also mass-media like newspapers, 
radio, television. Package label can provide 
information. Consumer
organizations also can offer necessary 
information and guidance. 
marketers are expected to provide reliable, 
up-to-date and adequate information regarding 
their products or services. 
This is the pressing demand of 
consumerism. Average consumers are always in 
need of reliable guidance and information. Seller 
is expected to provide these services.
3. Evaluation of alternatives :- 
available information can be employed to 
evaluate the alternatives (products or brands). 
This is the critical stage in the process of buying 
particularly costly durable goods. 
There are several important elements in 
the process of evaluation :
1. A product is viewed as a bundle of attributes. 
These attributes or features are used for 
evaluating alternative brands. 
• for example, a product like tea has certain 
common attributes such as taste, flavour, 
strength, aroma, colour, number of cups per 
packet and price. Consumers will have 
different preferences for these attributes.
2. Information cues or hints about a set of 
characteristics of the product or brand such as 
quality, price, distinctiveness, availability, etc. 
are provided by marketers. These can be 
compared and evaluated in the buying process. 
3. Brand images and brand concepts can help in 
the evaluation of alternative.
4. In order to reduce the number of alternatives, 
some consumers may consider only more critical 
attributes and mention the level for these 
attributes. 
in saree purchases, women first specify 
price range to eliminate many alternatives then 
specify colours to further reduce alternatives and 
finally compare the remaining alternatives like 
quality, price, texture, length etc.
5. Occasionally, consumers, may use an 
evaluation process permitting trade offs among 
different alternatives. 
marketers should grasp thoroughly the 
process and utility function for designing and 
promoting a product that will be readily 
acceptable in the market.
4. Purchase decision :- 
while the consumer is evaluating the 
alternatives, she/he will develop some likes and 
dislikes about the alternative brands. This 
attitude towards brands influences her/his 
intention to buy. Other factors which may 
influence the intention to purchase are
1. Social factors e.g. attitude of reference group 
members on whom she/he relies for final 
selection she/he may have to need their 
advice. 
2. Situational factors like availability, dealer terms, 
falling prices due to recession, loss of job or 
employment, etc.
3. Perceived risk may influence the decision to 
purchase. Higher priced products involve higher 
degree of risk. Sophisticated products involve 
performance risk. Consumers may not have 
confidence in foreign products involving higher 
cost and they would prefer national brands to 
reduce risks and problems of service after sale.
5. post-purchase experience 
and behaviour 
The brand purchase and the product use 
provides feedback of information regarding 
attitudes. If the level of satisfaction derived is as 
per expectations. It will create brand preference 
influencing future purchase. But if the purchased 
brand does not yield desired satisfaction. 
Negative feelings will occur and this will create 
anxiety and doubts. This phenomenon is called 
cognitive dissonance (post-purchase anxiety).
There will be lack of harmony between the 
buyer’s beliefs and his/her purchase decision 
(behaviour). The consumer will wonder (after 
buying a godrej refrigerator) whether he/she 
would have been better off by buying a 
kelvinator refrigerator. The greater the 
importance of your purchase decision and more 
the attractiveness of your rejected alternative 
(kelvinator), the higher will be the degree of 
dissatisfaction or dissonance.
A dejected buyer may try to reduce his 
dissonance by returning goderj refrigerator, if 
possible and buy kelvinator. He may reduce the 
dissonance cognition by changing his beliefs and 
develop liking for godrej. Marketer may try to 
create dissonance by attracting users of other 
brands to his brand. Advertising and sales 
promotion can help marketer in this job of brand 
switching. onida TV. ads achieved this.
Conclusion 
• For marketing management the most 
important behaviour on the part of a 
prospective buyer or consumer is the 
process of deciding whether to buy or not to 
buy.
• The purchaser passes through five distinct 
stages in taking a decision for 
purchasing a particular commodity. These 
stages are need arousal, information 
search, evaluation behaviour, purchase 
decision, post-purchase feelings.
Review of the presentation 
• Introduction 
• Defination 
• Factors of buying behaviour 
• Buying behaviour process 
• Conclusion
Bibliography 
• marketing management 
- S. A. Sherlekar 
Himalaya publishing house 
• principle and practice of marketing in India. 
-Dr. C. B. Mamoria 
-R. L. Joshi 
-Dr. N. I. Mulla 
Kitab mahal
• Marketing a managerial introduction 
- J. C. Gandhi 
Tata MC Graw –Hill Publishing company 
limited 
• Modern marketing 
- PILLAI R. H. N. 
Himalaya publishing house
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Important determinants of buying behaviour process

  • 1. Important determinants Of buying behaviour process BY SMART LEARNING WAY
  • 2. Flow of presentation • Introduction • Defination • Factors of buying behaviour • Buying behaviour process • Conclusion • Review of the presentation • Bibliography
  • 3. Introduction • Buyer behaviour is the attempt to understand and predict human actions in the buying role. It has assumed growing importance under market–oriented or customer- oriented marketing planning and management . • Buyers market for many product and the growth of consumerism and consumer legislation since 1960.Buyer behaviour is one of the most important keys to successful marketing.
  • 4. Defination • Edward W. Cundiff and Richard R. Still defined “ Process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services.”
  • 5. Webster defined as “ all psychological, social and physical behaviour of potential customer as they become aware of, evaluate, purchase, consume, and tell others about products and services.”
  • 6. each element of this definition is important :- 1. Buyer behaviour involves both individual processes and group processes. 2. Buyer behaviour is reflected from awareness right through post-purchase evaluation indicating satisfaction or non-satisfaction from purchases.
  • 7. 3. Buyer behaviour includes communication, purchasing and consumption behaviour. 4. Consumer behaviour is basically social in nature. Hence, social environment plays an important role in shaping buyer behaviour. 5. Buyer behaviour includes both consumer and business buyer behaviour.
  • 8. Factor of buying behaviour Factor cultural social personal psychological culture Sub-culture Social class reference groups family Roles & status Age-life occupation Economic circumstances Lifestyle personality motivation perception learning Beliefs & attitudes
  • 9. 1. Cultural factors:- Cultural factors have deep related influence on consumer behaviour. These factors include culture, sub-culture and social class.
  • 10. 2. Social factors:- The social factors which include reference groups, family and social roles and status also influence the consumer behaviour. Designing a marketing strategy, the marketer must carefully consider the nature and extent of social influences on the potential customers.
  • 11. 3. Personal factors:- A consumer behaviour is also influenced by personal factors like age and life cycle, occupation, economic circumstances, life style and personality.
  • 12. 4. Psychological factors:- psychological factors like motivation, perception, learning and beliefs and attitudes influence the consumer behaviour considerably.
  • 13. Buying behaviour process 1. Perceived want or desire 2. Information search 3. Evaluation of alternatives 4. Purchase decision 5. post-purchase experience and behaviour
  • 14. 1. Perceived want or desire:- Buying process begins when a person begins to feel that a certain need or desire has arisen and it has to be satisfied. The intensity of want will indicate the speed with which a person will move to fulfill the unsatisfied want. Other less pressing wants may have to be postponed as the buyer cannot have unlimited purchasing power.
  • 15. marketing management should offer appropriate cues in the communications which can promote the sale of products. Communication-mix not only triggers true needs and desires of customers but also offers attractive cues or selling point in the buying process.
  • 16. 2. Information search :- Aroused needs can be satisfied promptly when the desired product is not only known but also easily available, e.g., water to satisfy our thirst. But when it is not clear what type or brand of the product can offer best satisfaction and where and now it can be secured, the person will have to search for relevant information about the brand, location and the manner of obtaining the product.
  • 17. Consumer can tap many sources of information e.g. family, friends, neighbors, opinion leaders and acquaintances. Marketers also provide relevant information through salesmen, advertising, dealers, packaging, sales promotion and window display. we have also mass-media like newspapers, radio, television. Package label can provide information. Consumer
  • 18. organizations also can offer necessary information and guidance. marketers are expected to provide reliable, up-to-date and adequate information regarding their products or services. This is the pressing demand of consumerism. Average consumers are always in need of reliable guidance and information. Seller is expected to provide these services.
  • 19. 3. Evaluation of alternatives :- available information can be employed to evaluate the alternatives (products or brands). This is the critical stage in the process of buying particularly costly durable goods. There are several important elements in the process of evaluation :
  • 20. 1. A product is viewed as a bundle of attributes. These attributes or features are used for evaluating alternative brands. • for example, a product like tea has certain common attributes such as taste, flavour, strength, aroma, colour, number of cups per packet and price. Consumers will have different preferences for these attributes.
  • 21. 2. Information cues or hints about a set of characteristics of the product or brand such as quality, price, distinctiveness, availability, etc. are provided by marketers. These can be compared and evaluated in the buying process. 3. Brand images and brand concepts can help in the evaluation of alternative.
  • 22. 4. In order to reduce the number of alternatives, some consumers may consider only more critical attributes and mention the level for these attributes. in saree purchases, women first specify price range to eliminate many alternatives then specify colours to further reduce alternatives and finally compare the remaining alternatives like quality, price, texture, length etc.
  • 23. 5. Occasionally, consumers, may use an evaluation process permitting trade offs among different alternatives. marketers should grasp thoroughly the process and utility function for designing and promoting a product that will be readily acceptable in the market.
  • 24. 4. Purchase decision :- while the consumer is evaluating the alternatives, she/he will develop some likes and dislikes about the alternative brands. This attitude towards brands influences her/his intention to buy. Other factors which may influence the intention to purchase are
  • 25. 1. Social factors e.g. attitude of reference group members on whom she/he relies for final selection she/he may have to need their advice. 2. Situational factors like availability, dealer terms, falling prices due to recession, loss of job or employment, etc.
  • 26. 3. Perceived risk may influence the decision to purchase. Higher priced products involve higher degree of risk. Sophisticated products involve performance risk. Consumers may not have confidence in foreign products involving higher cost and they would prefer national brands to reduce risks and problems of service after sale.
  • 27. 5. post-purchase experience and behaviour The brand purchase and the product use provides feedback of information regarding attitudes. If the level of satisfaction derived is as per expectations. It will create brand preference influencing future purchase. But if the purchased brand does not yield desired satisfaction. Negative feelings will occur and this will create anxiety and doubts. This phenomenon is called cognitive dissonance (post-purchase anxiety).
  • 28. There will be lack of harmony between the buyer’s beliefs and his/her purchase decision (behaviour). The consumer will wonder (after buying a godrej refrigerator) whether he/she would have been better off by buying a kelvinator refrigerator. The greater the importance of your purchase decision and more the attractiveness of your rejected alternative (kelvinator), the higher will be the degree of dissatisfaction or dissonance.
  • 29. A dejected buyer may try to reduce his dissonance by returning goderj refrigerator, if possible and buy kelvinator. He may reduce the dissonance cognition by changing his beliefs and develop liking for godrej. Marketer may try to create dissonance by attracting users of other brands to his brand. Advertising and sales promotion can help marketer in this job of brand switching. onida TV. ads achieved this.
  • 30. Conclusion • For marketing management the most important behaviour on the part of a prospective buyer or consumer is the process of deciding whether to buy or not to buy.
  • 31. • The purchaser passes through five distinct stages in taking a decision for purchasing a particular commodity. These stages are need arousal, information search, evaluation behaviour, purchase decision, post-purchase feelings.
  • 32. Review of the presentation • Introduction • Defination • Factors of buying behaviour • Buying behaviour process • Conclusion
  • 33. Bibliography • marketing management - S. A. Sherlekar Himalaya publishing house • principle and practice of marketing in India. -Dr. C. B. Mamoria -R. L. Joshi -Dr. N. I. Mulla Kitab mahal
  • 34. • Marketing a managerial introduction - J. C. Gandhi Tata MC Graw –Hill Publishing company limited • Modern marketing - PILLAI R. H. N. Himalaya publishing house