LESSON 6:

B e ha v io r o f
Buying
In d iv id ua l a n d
a n iz a ti o na l)
Business (Org
Customer
What is Consumer
Buying Behavior?
 Consumer Buying Behavior refers
to the actions taken (both on and
offline) by consumers before buying a
product or service. This process may
include consulting search engines,
engaging with social media posts, or
a variety of other actions.
 It is valuable for businesses to
understand this process because it
helps businesses better tailor their
marketing initiatives to the
marketing efforts that have
successfully influenced consumers
to buy in the past (DJ Team 2020).
 We have all experienced the
moment when we walk into a store
and see something that we just
have to have. Retailers spend
billions of dollars every year trying
to generate that feeling in their
customers.
 Web campaigns, video and print ads,
social media campaigns, and branding
seem to converge as the consumer finally
feels a connection to a product and
makes a purchase. So, what drives that
behavior? And how do you capture and
then replicate that lightning-in-a-bottle
moment when a potential customer turns
into a buyer?
The major factors that influence
Consumer Buyer Behavior?
 A variety of factors go into the
consumer buyer behavior process, but
here we offer just a few. Taken
separately, they may not result in a
purchase. When put together in any
number of combinations, the likelihood
increases that someone will connect
with a brand and make a purchase.
Four factors influencing consumer
buying behavior are:
1. Cultural Factors
- Culture is not always defined by
a person's nationality. It can also be
defined by their associations, their
religious beliefs or even their location.
Four factors influencing consumer
buying behavior are:
2. Social Factors
- Elements in a person's
environment that impact the way
they see products.
Four factors influencing consumer
buying behavior are:
3. Personal Factors
- These may include someone's
age, marital status, budget,
personal beliefs, values, and
morals.
Four factors influencing consumer
buying behavior are:
4. Psychological Factors
- A person's state of mind when
they are approached with a product will
often determine how they feel not only
about the item itself but the brand as a
whole (DJ Team 2020).
What are the four (4)
Types of Buyers?
1. The Analytical Buyer
Motivated by logic and
information, this buyer will look at
all the data on competing brands
and products before making an
informed decision.
2. The Amiable Buyer
Warm and friendly, this buyer
just wants everyone to be happy.
That is why they are often
paralyzed by big decisions when
there is the perception of a
win/lose outcome.
3. The Driver Buyer
Drivers are most concerned
with how others view them and
whether they follow. The
trendsetters, Drivers are most
concerned with their appearance
rather than the relationships that
are formed during a transaction.
4. The Expressive Buyer
Relationships are key to the
Expressive Buyer. They cannot
stand feeling isolated or ignored
during a transaction. Instead, they
want to feel like your most
important asset.
5. It's hard to distill something as
complex as consumer buying
behavior into four neat and tidy
categories. Most people will
find they are a combination of
these types of consumer buying
behavior (DJ Team 2020).
Meaning of Organizational
Buyer Behavior
 The behavior of an organization
shown in buying goods or services is
called organizational buying
behavior. The organizations buy
goods or services for business use,
resale, produce other goods or
provide services.
 Business and industrial
organizations buy goods to use in
business or produce other goods.
Resellers buy goods for reselling them
at profitable price.
Source:https://
www.investopedia.com/terms/o/
organizational-behavior.aspu.
Consumer Buying Behavior Vs.
Business Buying Behavior
 Buying behavior varies greatly between
consumers and businesses. That's because
while consumers purchase goods and
services for personal use, businesses buy
these things either to manufacture other
goods or to resell them to other businesses
or consumers. The participants,
characteristics, influences and the buying
process are different for both groups.
The Number of
Participants
 Consumer buying is usually
limited to one or two participants,
including the final user of the
product. For example, one person is
usually involved in buying groceries
and basic home supplies.
 Business buying usually involves
multiple participants, such as the final
users of the product, influencers who
establish the need for certain products,
gatekeepers who screen potential
suppliers and purchasing managers
and senior management who approve
the funds for the purchases.
Differing Behavioral
Characteristics
 The consumer market consists of
thousands of customers located in
different geographies and with
different buying habits. However, their
needs are usually the same for a
particular product — for example,
everybody uses washing machines in
the same way.
 The business market usually
consists of a few large buyers who are
often concentrated in specific
geographic markets. Businesses
generally form close and long-term
relationships with their suppliers.
Different businesses might use the
same product differently.
 For example, a retail business
might install computers to track its
inventory, while a technology
company might use them for
product research.
Influencing Factors and
Motivations
 The influences on consumer buying
behavior include basic needs,
membership in groups, family
requirements, occupation, age,
economic situation and lifestyle
choices. The psychological influences
include perception of certain products
and brands, beliefs and attitudes.
 Influences on business buying behavior
include environmental and organizational
factors. Competitive pressures,
technological evolution and changing
macroeconomic conditions are some of the
environmental influences, while corporate
objectives, policies and procedures are
some of the organizational factors.
The Buying Process
 The consumer buying process
consists of five stages: need
recognition, information search,
evaluation of alternatives, purchase
decision and post-purchase outcomes.
Marketing stimuli can generate need,
which leads to a search for information
from different sources.
 Consumers evaluate alternative
products based on brand name,
features, quality and price. Possible
post-purchase outcomes include
delight, satisfaction and
dissatisfaction. Critical success factors
in the consumer market include
quality, value and customer service.
 The business buying process
also starts with need recognition,
followed by development of product
specifications. The company
prepares a request for proposal to
elicit expressions of interest or bids
from potential suppliers.
 It selects one or more suppliers;
issues purchase orders and monitors
the quality of the products supplied.
Critical success factors in the business
market include customization
capabilities, quality, performance,
ease of use and personal relationships
(Basu, C. 2018).
Prepared by:
Ma'am Charlene Ann B. Pera