Buying roles

 Roles that a person plays in buying or using a

product.
 Initiator
 Influencer
 Decider
 Buyer
 User
 Maintainer
 Disposer
 Types of Buying-Decision
Behavior

Difference Involvement Level

between brands High Low

Significant
Complex Variety-seeking
Differences buying behavior buying behavior

Dissonance-
Few reducing buying
Habitual buying
Differences behavior behavior
 How buying behavior is understood
by the Marketers?
 Introspective Method: How buyers will
themselves act?
 Retrospective Method: Ask purchasers to recall
the purchase event
 Prospective Method: How is a consumer
planning to buy a particular product?
 Prescriptive Method: Consumers describe an
ideal way to purchase the product
The Buyer Decision Process
Five Stages:
Need/Problem recognition

Information search

Evaluation of Alternatives

Purchase Decision

Post-Purchase Behavior
 Need/Problem Recognition:

 Needs can be triggered by:

 Internal stimuli

 Normal needs become strong enough

to drive behavior
 External stimuli

 Advertisements

 Friends
 Information Search:
 Sources of information:
 Personal – Family friends etc.

 Commercial – Ads., sales persons

 Public – Articles in newspapers, internet,

Rankings
 Experiential – using the product, free trials
 Sets involved in Consumer Decision
Making:
 Total Set

 Awareness Set

 Consideration Set

 Choice Set
Evaluation of Alternatives:

 Evaluation procedure depends on the

consumer and the buying situation.
 Most buyers evaluate multiple
attributes, each of which is weighted
differently.
 At the end of the evaluation stage,
purchase intentions are formed.
Purchase Decision:
 Two factors intercede between purchase
intentions and the actual decision:
 Attitudes of others

 Unexpected situational factors

Brand Decision
Vendor Decision
Quantity Decision
Timing Decision
Payment Method Decision
 Post Purchase Behavior:
 Satisfaction is a function of the closeness between
buyer’s expectation and the product’s perceived
performance
 Performance = Expectation, then Customer is
Satisfied.
 Performance > Expectation, then Customer is
Delighted.
 Performance < Expectation, then Customer is
Dissatisfied.
 Cognitive dissonance is common