University of Technical Education

University of Sunderland

Chapter 5

HO CHI MINH CITY 2009

OUTLINE
1- Customers, Buyers, Clients
or Consumers?
2- Consumer Buying
Behaviour
3- Influences on Buying
Behaviour
4- Organisational Buying
Behaviour

1- Customers, Buyers, Clients or

Consumers?
Customers: who takes the decision
to buy (and usually pays)
Consumers: who consumers the
goods
Client: who relates to a range of
professional services such as
accounts, solicitor etc.
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Needs and wants

A Need is defined as a state of felt
deprivation we recognise that there is an
absence of something.
Wants are those things which perceive as
having those characteristics which will
fulfil a particular need, that is, which we
imagine will satisfy us in some way that
an alternative product may not.
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2- Consumer Buying
Behaviour
Consumer buying behaviour can be
defined as, the decision processes
and acts of individuals involved in
buying and using products or
services.
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The basic elements of a buyer-behaviour model

Product offerings

Consumers
demographic profile

Other stimuli

Physiological
stimuli

Purchase situation

Consumers
social profile

Consumers
psychological profile

Decision-making process

Person making buying

decision

Product purchased or not purchased

The process of Consumer

buying behaviour
1.
2.
3.
4.
5.

Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase evaluation
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3- Influences on Buying
Behaviour

Cultural
Social
Personal
Psychological

Cultural factors
Beliefs
Customs
Cultural factors

Language
Religion
Education
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Social factors

Reference groups
Social factors

Family
Social role and
status
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Personal factors
age
occupation
Personal factors

economic
circumstances
lifestyle
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Psychological factors
Definition of motivation
Motivation has been defined as, an
inner state that energises, activates
or
moves, that directs or
channels behaviour
towards
goals (Assael)
Next
Next

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 Intrinsic motivation can be defined as

the urge to engage in the activity for
its own sake.
Extrinsic motivation is derived from
incentives
Ur (1996 : 276)

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Activity

Think of a product you have

purchased within the last week or so
and identify the factors that influenced
your decision to buy.

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Marlows hierachy of needs

Essential to maximise
personal development
- fulfilment of personal potential
Selfactualisation

Essential to psychological
well being

Esteem needs

Love / Social needs

Essential to
survival

Safety needs

Physiological needs

- For independence, recognition,

status, respect for others

- For relationship, affections,

belonging
- For security, order,
predictability,
freedom from threat
- food, shelter

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Response hierarchy models

AIDA a response hierarchy
model of communications

The stages of the buying

process

Gain ATTENTION

Need recognition / problem solving

Stimulate INTEREST

Information search

Create DESIRE

Generate ACTION

Create SATISFACTION

Evaluation of alternatives
Purchase decision

Post-purchase stage
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4- Organisational Buying
Behaviour
Organisational (or industrial) buying may be
defined as 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.

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Producer markets

Reseller markets

Organisational
Organisationalmarkets
markets

Institutional markets

Government markets
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The process of organisational

buying behaviour
Recognise the problem
Develop product specifications to solve the problem
Search for products and suppliers
Evaluate products relative to specifications
Select and order the most appropriate product
Evaluate the product and supplier performance
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1.
2.
3.
4.
5.
6.

Questions
Why is it important to study buying
behaviour?
What are the five stages in the buying
process?
In what ways can a marketer ensure that a
brand has a good chance of being chosen by
the customer?
Which four factors influence consumer buying
behaviour?
Why should marketers not try to change
attitudes?
What four main forces influence the
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organisational buyer?

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