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    BBA CH - 4 Buyers Behaviour

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    Suman Samal Magar
    This document provides an overview of buyer behavior and consumer protection. It defines key concepts like buyer, consumer behavior, and the consumer decision making process. It outlines the 5 stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses factors that influence consumer behavior like demographics, economics, psychology, and culture. Finally, it briefly discusses the global consumer movement and identifies some basic consumer rights.

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    BBA CH - 4 Buyers Behaviour

    Uploaded by

    Suman Samal Magar
    28 views29 pages
    This document provides an overview of buyer behavior and consumer protection. It defines key concepts like buyer, consumer behavior, and the consumer decision making process. It outlines the 5 stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses factors that influence consumer behavior like demographics, economics, psychology, and culture. Finally, it briefly discusses the global consumer movement and identifies some basic consumer rights.

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    Beh aviour of buying

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    1674732730410_BBA CH -4 Buyers Behaviour

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    This document provides an overview of buyer behavior and consumer protection. It defines key concepts like buyer, consumer behavior, and the consumer decision making process. It outlines the 5 stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses factors that influence consumer behavior like demographics, economics, psychology, and culture. Finally, it briefly discusses the global consumer movement and identifies some basic consumer rights.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    28 views29 pages

    BBA CH - 4 Buyers Behaviour

    Uploaded by

    Suman Samal Magar
    This document provides an overview of buyer behavior and consumer protection. It defines key concepts like buyer, consumer behavior, and the consumer decision making process. It outlines the 5 stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. It also discusses factors that influence consumer behavior like demographics, economics, psychology, and culture. Finally, it briefly discusses the global consumer movement and identifies some basic consumer rights.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 29

    Welcome

    Fundamentals of Marketing for BBA


    Forth Semester
    By
    RAJU MANANDHAR
    CHAPTER-IV

    BUYER BEHAVIOUR
    Concept of Buyer Behavior
    • Buyer is a anyone who might buy a given
    product.
    • Buyer includes both individual and an
    organization, who is potentially willing and
    able to buy product offered by the marketer.
    • Buyer may be individual person or
    organization that have an interest in the product
    and ability to acquire them.
    • Anyone who purchase for personal
    consumption or household use are ultimate
    buyer or consumer.
    • Anyone who purchase for resell or
    reproduction or institutional use are
    institutional or organizational buyer.
    • Behavior refers to the activities such as actions,
    reactions or responses.
    • Consumer behavior is activities of consumers.
    • Consumer behavior is actions, reactions and
    responses of people when they are selecting,
    purchasing consuming and disposing.
    • Buyer behavior refers to activities of buyer
    involved in selecting, buying, using and
    disposing of product.
    • Consumer behavior is the study of customers
    that what, when, why and how they select, buy,
    use, and dispose products.
    • Buyer behavior is the study of individuals,
    groups, or organizations activities associated
    with the purchase, use and disposal of goods
    and services
    • Consumer buyer behavior and organizational
    buyer behavior
    IMPORTANT OF BUYER BEHAVIOUR

    • Planning, implementation and control


    • Policies and strategies formulation
    • Decision making
    • Increase sales volume and profit earning
    • Customers satisfaction
    • Goals achievement
    Consumer Buying Decision Process
    1.Need recognition:
    • Need recognition means awareness of needs or
    problem.
    • Without the fulfillment of which the consumer
    becomes dissatisfied and normally builds up tension.
    2.Information search:
    • Task of information collection
    • Information research can focus on availability of
    brand, product features, seller character, warranties,
    prices etc.
    3. Evaluation of alternatives:
    • Study and analyzes to understand which
    product would be appropriate.
    • The consumer evaluates the searched
    alternatives on the basis of cost and benefits.
    4. Trail:
    • Act of using product before purchase.
    • Understand whether product is accordingly or
    not
    5. Purchase decision:
    • Task of taking action to purchase.
    • After evaluation of all the options, buy needy
    product.
    6.Post Purchase Evaluation:
    • Act of evaluating after consumption.
    • After buying the product consumer will either
    be satisfied or dissatisfied.
    Influencing factors of consumer behavior

    1. Demography factors:
    It about the age of the people, gender, family
    size, occupation, education, martial status etc.
    2. Economic factors:
    • It includes level of personal income, future
    income, family income, availability of
    liquidity assets, viability of credit and
    purchasing power etc.
    3. Socio-cultural factors:
    • It consists family, social class, reference
    group, and sub-culture.
    4. Psychological factors:
    • Psychology is state of one’s mind which
    cannot be studied with the help of general
    information and analysis.
    • It includes motivation, perception, learning,
    beliefs, attitude and personality etc.
    • Personality: Personality is the sum total of
    characteristics.
    • It is made of three components as Id, Super ego
    and ego.
    • Motivation: act of encouraging someone to do
    better. Need is the basic force.
    • Attitude : Attitude is personal judgment on
    object, people or event.
    • Perception: act of organizing, analyzing,
    interpreting of information and giving
    meaning of object. Selective attention,
    selective distortion and selective retention.
    • Learning: process of obtaining knowledge and
    changing behavior.
    • Beliefs:
    Organizational Buying Decision
    • Organization buyer are those who to buy
    products for resale, further production or
    organizational operation.
    • Organizational buying decision process refers
    to buying behavior of organization that buy
    products for business use , resell or to make
    other products.
    Organizational Buying Decision Process

    Step 1: Need recognition: Someone in the company


    recognizes a need or problem.
    Step 2: Need description and specification:
    • describes the general characteristics and quantity of
    the needed items.
    • decides on the product and specifies the best
    technical product characteristics for needed time.
    • Prepares by technical experts.
    Step 3: Supplier search:
    • Identifying potential suppliers who can supply
    goods and services according to requirement
    mentioned on product specification.
    Step 4: Solicitation of proposal:
    • In this step the buyers invite qualified
    suppliers to submit proposals.
    Step 5: Evaluation and Supplier Selection:
    • In this step, the organizational buyers evaluate
    the proposal on the basis of quality, price,
    terms and conditions.
    • Selects the most reliable capable and supplier
    who can supply product to the organization
    according to the requirement.
    Step 6: Purchase decision:
    • Negotiation and agreement
    • Ordering products
    Step 7: Performance evaluation:
    • reviews the supplier’s performance
    • rates their satisfaction with suppliers
    whether to continue or drop them.
    Factors influencing Organizational buying behavior

    1. Environmental Factors:
    a)Economic factors includes economic level of demand
    such as capacity and desire of buying goods and
    economic health (prosperity, recession and recovery). 
    b) Technological factors: Technological factors includes
    level of technology, pace of technology, technological
    transfer and RnD.
    • IT has directly affected organization buying decision. 
    c) Political and legal environment:
    -Political environment includes political system,
    situation, and government policies.
    -Legal environment includes constitution, laws,
    rules and regulations
    d) Social responsibility:
    -Business organization should consider social
    responsibility such as social interest social well
    being, consequences.
     
    2. Organizational factors:
    a) Objectives:
    b) Policies : Organization can adopt any one or more
    system centralized system, decentralized system
    d) Procedure: Goods and services can be purchased
    directly through agreement or tender.
    e) Organizational structure: Organization structure
    defines authority and relations.
    • Organization can buy products through purchase
    individual, committee and purchase department.
    3. Interpersonal Factor: The interpersonal factors
    includes following elements:
    a) Authority: The personnel whom the organizational
    structure gives authority to order for purchase. No
    goods can be purchased without his/her order.
    Buying decision of such authority plays an important
    role in buying.
    b) Status: If the status of the buyer is high, his buying
    decision becomes rational and quick.
    c) Interest: As their interest becomes different, buying
    process may be complicated.
    4. Personal Factors: The personal factors include
    following elements:
    a) Age: Younger persons make buying decision
    and supplier selection quicker than older aged
    persons.
    b)  Education: Education makes person able to
    analyze good from bad.
    -Educated person takes buying decision
    rationally whereas uneducated person makes
    decision at hit and miss.
    c) Job Position: Job position also shows a person’s
    status.
    d) Personality: Personality affects selection of quality,
    brand, price, etc.
    e) Risk bearing: Risk bearing capacity of person
    becomes different.
    -Some can bear more risk and others like to take less
    rate.
    -Similarly, some like to avoid risk and others like to
    face it.
    Global consumer movement and consumer protection

    Global consumer movement:


    • The global consumer movement was born after
    the five of the 17 organizations present signed
    papers to create the International Organization
    of Consumers Unions (IOCU).
    • The first international conference of leaders
    from consumer organizations took place in the
    Hague on March 1960. In 2054 BS consumer
    Protection in Nepal was created.
    Identification of Consumer Right’s:
    • Right to be protected from the sale and supply of
    consumer goods and services.
    • Right to be informed about the price, quality,
    quantity and other related to products.
    • Right to consumer education.
    • Right to be assured that an appropriate agency
    will hear matters concerning the protection of the
    rights and interests of consumer.
    • In order to monitor, evaluate and protect
    consumer interest against the malpractices, a
    Consumer Protection Council was also created
    under the chairmanship Minister of State for
    Supplies.
    THANK YOU

    THANK YOU EVERYONE

    THANK YOU EVERYBODY

    THANK YOU ALL

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