Buyer Behavior

Buyer Behavior

1. Cultural Factors

   • Culture
     • The set of basic values, perceptions, wants, and behaviors learned by a member of society frpm family and other important institutions
   • Subculture
     • A group of people with shared value systems based on common life experiences and situations
   • Social Class
     • Almost every society has some form of social class structure. Social classes are society´s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors

2. Social

   • Reference groups
     • A person´s behavior is influenced by small groups
   • Familymembers can strongly influence buyer behavior
   • Roles and status
     • A person belongs to many groups

3. Personal

   • Age and lifecycle
     • People change the goods and services they buy over their lifetimes
   • Occupation
     • A persons´s occupation affects the goods and services goods
   • Economic Situation
     • The economic situation depends on the products and services that consumers buys
   • Lifestyle
     • People coming from he same subculture, social class,and occupation may have quite different lifestyles, Lifestyle is a person´s pattern of living as expressed in his or her psycographics

4. Psychological

   • Motivation
     • If a consumer has a motivation, the decisions he makes when it comes to buying, will affect
   • Learning
     • Changes in an individual´s behavior arising from experience
   • Beliefs and attitudes
     • People through their lifes acquire beliefs and attitudes that affects the buying behavior

5. The Buyer Decision Process

   • Need recognition
     • The buying process starts with this one. The buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of theperson´s normal needs rises to a level high enough to become a drive
   • Information Search
     • An interested costumer may or may not search for more information. If the consumer´s drive is strong and a satisfying product is near at hand, the consumer is likely to buy it then.
   • Evaluation of alternatives
     • The marketer needs to know about alternative evaluation, that is how the consumer processes information to arrive at brand choices.
   • Purchase decision
     • In the evaluation stage, the consumer ranks brands and forms purchase intentions. Generally, the consumer´s purchase decision will be to buy the most preferred brand
   • Postpurchase behavior
     • After purchasing the product, the consumer will be satisfied or disastified and will engage in postpurchase behavior of interest to the marketer

6. Marketers are always trying to spot cultural shifts in order to discover new productsthat might be wanted

7. Anew task can also influate a person´s buyer behavior, because when they have a new task they will not purchase the same things from the old task

Bilder und Dateien der Mindmap