Customer Behaviour

Basic Framework Motivation Perception Search Evaluation Choice Learning

Influences on Buyer

Cultural Factors Culture Subculture Social Class Buyer

Psychological Factors Motivation Perception Beliefs & Attitudes Learning

Influences on Consumer Behavior Personal Influences Influences on Consumer Behavior Age and Family Life Cycle Stage Lifestyle Occupation & Economic Circumstances Personality & Self-Concept

Social Factors Reference Groups Family Roles & Statuses

Four Types of Buying Behavior Complex Buying Behavior Variety- Seeking Behavior Low Involvement High Involvement Significant differences between brands Few Dissonance- Reducing Buying Behavior Habitual Buying Behavior

Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989

Industrial vs. consumer markets Aspect Industrial market Consumer market