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Customer Buying Behavior (ROLES (Intiator, 2.Influencer, 3.Decider, 4…
Customer Buying Behavior
ROLES
Intiator
2.
Influencer
3.
Decider
4.
Buyer
5.
User
STAGES
stage 1
Need Recognation
External stimul
Internal stimul
Stage 2
Information search
Commercial sourses
Personal
Public
Experimantal
Stage 3
Evaluation of alternatives
Stage 4
Purchase Decision
Stage 5
Post purchase decision
Satisfied
Unsatisfied
Delight
Individuals differences in innovation
Innovators
Easily get new innovations
Early adopters
Adopt easily but with cautiously
Early majority
Easily adopt but after average
Late majoriry
Skeptical but adopt the product after majority
Leg guards
adopt after it become tradition
Consumer adoption process
1. Awereness
2. Interest
3. Evaluation
4. Trial
5.Adoption
Rate of adoption
Compatibility
value of expectation with reality different
Relative advantage
innovation can be better than existing product
Complexity
hard to understand how to use
Divisibility
May be tried on limited basis
TYPES OF BUYING BEHAVIOUR
Complex buying behavior
Big difference
High involvement
Variety seeking bying behavior
big difference of brands
Low involment
Habitual buying behavior
low involment
few difference
Dissonance reducing buying behaviour
High involment
Few difference brands