Week 4: Buyer Behaviour

Week 4: Buyer Behaviour

1. Buying Roles:

   • Payer
   • User
   • Buyer
   • Decider
   • Influencer
   • Initiator

2. Decision-making Process

   • Problem Recognition
     • Information Search
       • Evaluation of Alternatives
         • Purchase
           • Post-purchase evaluation

3. Involvement

   • Dependent on perception of risk
     • Linked to cost/sacrifice value
     • • High involvement
       • Low involvement

4. Influences of Buyer Behaviour

   • Internal
     • Perception
     • Motivation
     • Learning and Attitudes
     • Internal Influences
     • Personality
     • Lifestyle
   • Social
     • Culture
     • Sub-culture
     • Social Class
     • Group Membership
   • Situational
     • Physical Environment
     • Time

5. Business Buyer Behaviour

   • Difference between consumer markets and business markets
     • Buyers/Buying Centre
     • Market Structure
     • Types of Decisions and Decision making process
     • Demand is derived
   • Types of Business buyers
     • Producers
     • Resellers
     • Organisations
   • Business buying situations
   • Business Buying Process

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