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1University of Technical Education University of Sunderland HO CHI MINH CITY 200Cha!ter "2OUT#INE$% Custo&ers' (uyers' Clients or Consu&ers)2% Consu&er (uyin* (ehaviour +% Influences on (uyin* (ehaviour ,% Or*anisational (uyin* (ehaviour3$% Custo&ers' (uyers' Clients or Consu&ers)Customers:whotakesthedecision to buy (and usually pays)Consumers:whoconsumersthe goodsClient:whorelatestoarangeof professionalservicessuchas accounts, solicitor etc!Needs and -ants"#eedisdefinedasa$stateoffelt deprivation% we recognise that there is an absence of something&ants are those things which perceive as havingthosecharacteristicswhichwill fulfilaparticularneed,thatis,whichwe imaginewillsatisfyusinsomewaythat an alternative product may not'2% Consu&er (uyin* (ehaviourConsumer buying behaviour can be defined as, $the decision processes andactsofindividualsinvolvedin buyingandusingproductsor services%(The .asic ele&ents of a .uyer%.ehaviour &odel/ecision%&a0in* !rocessConsumer)s demographic profile*hysiological stimuliConsumer)s psychological profileConsumer)s social profile*erson making buying decision*roduct purchased or not purchased*roduct offerings+ther stimuli *urchase situation,The !rocess of Consu&er .uyin* .ehaviour1 #eed recognition2 -nformation search3 .valuation of alternatives! *urchase decision' *ost purchase evaluation/+% Influences on (uyin* (ehaviourCultural0ocial*ersonal*sychological1Cultural factorsCultural factors2eliefsCustoms3anguage4eligion.ducation15Social factorsSocial factors4eference groups6amily0ocial role and status111ersonal factors1ersonal factorsageoccupationeconomic circumstanceslifestyle121sycholo*ical factors7efinition of motivation8otivation has been defined as, $aninnerstatethatenergises,activates ormoves,thatdirectsor channelsbehaviourtowards goals% ("ssael)#e9t#e9t13-ntrinsic motivation can be defined as theurgetoengageintheactivityfor its own sake.9trinsicmotivationisderivedfrom incentives :r (111( : 2,() 1!2ctivity;hinkofaproductyouhave purchasedwithinthelastweekorso and identify the factors that influenced your decision to buy1'Marlo-3s hierachy of needs*hysiological needs0afety needs3ove < 0ocial needs.steem needs0elf=actualisation% fulfil&ent of !ersonal !otential% 4or inde!endence' reco*nition' status' res!ect for others% 4or relationshi!' affections' .elon*in*% 4or security' order' !redicta.ility' freedo& fro& threat% food' shelter.ssential to ma9imise personal development.ssential to psychological well being.ssential to survival1(5es!onse hierarchy &odels"-7" > a response hierarchy model of communications;he stages of the buying process#eed recognition < problem solving-nformation search.valuation of alternatives*urchase decision*ost=purchase stage?ain 2;;.#;-+# 0timulate I#;.4.0; Create /.0-4.?enerate 2C;-+#Create S";-06"C;-+#1,,% Or*anisational (uyin* (ehaviour+rganisational (or industrial) buying may be definedas@thedecision=makingprocessby whichformalorganisationsestablishthe needforpurchasedproductsandservices andidentify,evaluateandchooseamong alternative brands and suppliers)1/Or*anisational &ar0etsOr*anisational &ar0ets*roducer markets4eseller markets?overnment markets -nstitutional markets11The !rocess of or*anisational .uyin* .ehaviour4ecognise the problem 0earch for products and suppliers.valuate products relative to specifications.valuate the product and supplier performance 7evelop product specifications to solve the problem0elect and order the most appropriate product256uestions1 &hy is it important to study buying behaviourA2 &hat are the five stages in the buying processA3 -n what ways can a marketer ensure that a brand has a good chance of being chosen by the customerA! &hich four factors influence consumer buying behaviourA' &hy should marketers not try to change attitudesA( &hat four main forces influence the organisational buyerA21