Buyer behavior refers to the

systematic analysis of human behaviour relevant to marketing, together with the strategic implications of this analysis.

Brand choice is not random but systematic

Buying behavior is rational and within the buyers bounded rationality

Attempt to build a positive theory and not a normative theory

If brand choice is assumed as systematic, then it can be observed in certain standard ways

If brand choice is systematic, it is caused by some event a stimulus either in the buyer or in the buyers environment

 Essentially an attempt to explain brand choice

behavior over time. Focusing on repeat buying, the model relies on four major components:

STIMULUS INPUT VARIABLES

Commercial
Symbolic

Social

significative

Sensitivity to information

Perceptual constructs

Perceptual bias

Search for information Specific

Hypothetical constructs

Motives Non-specific Brand potential of the evoked set

Learning constructs

Decision mediators

Predisposition toward brands

Inhibitors

Satisfaction with the purchase of the brand

Response variables- Outputs

Attention

Comprehension

Attitude toward a brand

Intention to buy

Purchase behavior

EXOGENOUS VARIABLES

Several important notions underlie the concept of predisposition toward a brand and its related variables. Most consumers use the following five-step problemsolving process in selecting particular products

Becoming aware of or interested in the problem

Recalling or gathering information about possible solutions

Evaluating alternative solutions perhaps trying some out

Deciding on the appropriate solution

Evaluating the decision

Low involvement Routinized response behavior Limited problem solving Extensive problem solving

High involvement

inexpensive Little information needed

expensive

much information needed The reason problem-solving becomes simpler with time is that people learn from experience both positive and negative things. As consumer approach the problem-solving process, they bring attitudes formed by previous experience and social training. Each new problem-solving process may then contribute to or modify this attitude set.

 The concept of evoked set provides a means of reducing the

noise in many analyses of buying behavior The product class concept offers a new dimension for incorporating many of the complexities of innovation, and especially for integrating systematically the idea of innovation in the framework of psychological constructs The habit-perception cycle in which perception and habit respond inversely offers new hope for explaining, to a great extent, the phenomenon which ahs long baffled both critics and defenders of advertising: large advertising expenditures in a stable market, where, on the surface, it would seem that buyers are already seated with information