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Week 4: Buyers Behaviour (Buying Roles (Initiator, Influencer, Decider,…

- - - - Buyer recognising a need
      - Internal stimuli
      - External stimuli
  - - - Commercial sources (Marketing-Driven)
      - Personal sources
      - Public sources
      - Experiential sources
  - - - Processing information to make purchase decision
      - Depends on
        
        Individual consumer
        
        Buyer situation
  - - - Decision and action
        
        Product category; brand, alternative, retailer, timing quantity
      - Influenced by
        
        Attitudes
        
        Situational factors
  - - - Experience will influence future behaviour
      - Congnitive dissonance
        
        Post-purchase conflict
      - Word of mouth
- - - - Unique psychological characteristics
      - Psychological characteristics
        
        Extroversion
        
        Neuroticism
        
        Conscientiousness
        
        Agreeableness
        
        Openness
    - - Infuenced by customer value
        
        Self actualisation needs
        
        Esteem needs
        
        Social needs
        
        Safety needs
        
        Physiological needs
    - - Change in behaviour caused by information or experience
    - - Lasting evaluation of a person, an object, or an issue
    - - Exposure
      - Attention
      - Interpretation
    - - Customers needs change over time
    - - Activities, interests, opinions
  - - - Values and accepted behviours
    - - Smaller groups of people with shared values
    - - Ordered status divisions within society
        
        Education
        
        Occupation
        
        Income
    - - Group membership
        
        Reference groups
        
        Points of comparison
      - Opinion leaders
        
        Based on perception of expertise
  - - - Effects our behaviour
        
        Music, smells, weather
    - - Perception of time available
      - Time it will take
- - - - More people involved (Roles)