Marketing Management
Marketing Management
Marketing Management
4. To understand different
5. Understanding Consumer
behaviors of consumers and
Buying Behavior Model
organizational buyers, and
influences on buying decision
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2. Information Search: After recognizing the problem, the consumer starts
looking for information about possible solutions. They may ask friends or
family for recommendations, search online, read reviews, or visit stores to
gather information about different products or services that could meet their
needs.
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Customer Buying Decision (CBD)
2. Age: Different age groups have different needs and preferences. For
example, a teenager may be interested in trendy fashion, while an older
adult may prioritize comfort.
3. Gender: Men and women may have different preferences and buying
habits based on societal norms and personal preferences.
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7. Psychological Factors: These factors are related to an individual's
thoughts, emotions, and perceptions:
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14. Reference Groups: The influence of friends, colleagues, or social
groups on a person's purchasing decisions. People tend to align their choices
with those of their reference groups to fit in or gain approval.
16. Social Media: The widespread use of social platforms allows people to
be influenced by online communities, reviews, and recommendations when
making purchasing decisions.
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Business to Business (B2B)
Initiator: The person who recognizes the need for a decision or change and
starts the decision-making process. They identify the problem or
opportunity.
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Decision Maker: The person or group with the ultimate authority to make
the final decision. They consider the inputs from various members of the
DMU and choose the best course of action.
Buyer: The individual responsible for negotiating and finalizing the purchase
or agreement with suppliers or vendors.
User: People who will be directly using the product or service that is being
considered for purchase or implementation. Their feedback and needs are
important for decision-making.