Buyer Behaviour

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Buyer Behaviour
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Buyer Behaviour
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Marketing Stimuli
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Other Stimuli
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Buyer characteristics

• Cultural
• Social
• Personal
• Psychological

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Buyers Decision Process

• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Consumption
• Postpurchase behaviour

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Buyers Decision

• Product Choice (What?)
• Brand Choice (Which?)
• Dealer Choice (Where?)
• Purchase Timing (When?)
• Purchase Amount (How much?)

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Cultural factors

• Culture
• Sub - culture
• Social Class

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Social factors

• Reference Groups
• Family
• Roles and Status

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Personal Factors

• Family Life Cycle
• Occupation and Economic circumstances
• Lifestyle
• Personality and self - concept

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Psychological Factors

• Motivation
• Perception
• Learning
• Beliefs and Attitudes

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Buying Roles

• Initiator
• Influencer
• Decider
• Buyer
• User

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Buying Behaviour

• Complex
• Dissonance - Reducing
• Habitual
• Variety seeking

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Buying Process

• Problem Recognition
• Information Search
• Evaluation Alternatives
• Purchase Decision

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Post - Purchase Behaviour

• Satisfaction
• Actions
• Use and Disposal