1. Buyer Behaviour

2. Buyer Behaviour

3. Marketing Stimuli

4. Other Stimuli

5. Buyer characteristics
Cultural
Social
Personal
Psychological

6. Buyer’s Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Consumption
Postpurchase behaviour

7. Buyer’s Decision Product Choice (What?) Brand Choice (Which?)
Dealer Choice (Where?)
Purchase Timing (When?)
Purchase Amount (How much?)

8. Cultural factors
Culture
Sub - culture
Social Class

9. Social factors
Reference Groups
Family
Roles and Status

10. Personal Factors Family Life Cycle
Occupation and Economic circumstances
Lifestyle
Personality and self - concept

11. Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes

12. Buying Roles
Initiator
Influencer
Decider
Buyer
User

13. Buying Behaviour Complex Dissonance - Reducing Habitual
Variety seeking

14. Buying Process Problem Recognition Information Search
Evaluation Alternatives
Purchase Decision

15. Post - Purchase Behaviour
Satisfaction
Actions
Use and Disposal