Kotler on Marketing

The most important thing is

to forecast where customers
are moving, and be in front of
them.

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Dr. HG

BUYER BEHAVIOUR

What motivates the buyer ?

What induces him to buy ?

Why does he buy a specific brand from a

particular shop?

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Why does he shift his preferences from one shop to

another or from one brand to another ?

How does he react to a new product introduced in the

market or a piece of information addressed to him ?

What are the stages he travels through before he

makes the decision to buy ?

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Dr. HG

Factors influencing buyer behaviour

Cultural Factors --- It is a fundamental determinant
of a persons wants and behaviour A growing child
acquires a set of values, perceptions, preferences and
behaviour through his or her family and other key
institutions.
Social Class --- Social classes reflect not only
income, but other indicators such as occupation,
education and area of residence.
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Social Factors (Reference Group) --- All groups have

direct or indirect influence on the persons attitudes or

behaviour.
eg : family, friends, neighbours and co- workers.

Family --- Important and influential primary reference.

Roles & Statuses -- Role is activity a person is

expected to perform. A role carries status.

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Dr. HG

 Personal Factors
Age and Stage in the Life Cycle --- People buy
different goods and services over their lifetime
eg : clothes, furniture, recreation etc.
Occupation and Economic Circumstances --- It
influences consumption patterns. Companies plan
products for certain occupational groups.
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Personality Psychological characteristics that

lead

responses to

to relatively consistent and enduring

environment.

Eg : Self confidence, dominance, autonomy,

sociability, etc.,

Self Concept (Self Image)

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 Life Style and Values ---Is a persons pattern of

living in the world as expressed in activities,
interests and opinions.
Marketers search for relationship between products
and life style groups.

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PSYCHOLOGICAL FACTORS
Motivation --- A motive is a need that is sufficiently

pressing to drive the person to act.

Perception --- Is a process by which an individual selects,

organizes and interprets information inputs to create a

meaningful picture of the world.

Learning --- Involves changes in an individuals behaviour

arising from experience.

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Dr. HG

BELIEFS & ATTITUDES

Belief Is a descriptive thought that a person holds

about something. They may be based on knowledge,

faith or opinion.

Attitudes A persons enduring favourable or

unfavourable evaluations, emotional feelings and action

tendencies toward some object or idea.
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The Buyer Decision Process

Five - Stage Model

1) Problem Recognition
2) Information Search
3) Evaluation of Alternatives
4) Purchase Decisions
5) Post purchase Behaviour
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PROJECT GUIDELINES
Marketing Management
Select a product category /company / brand.
Study the industry.
Give a brief profile of company, its various divisions.
Discuss segmentation, positioning of the brand.
Study the brand in detail with respect to 4 Ps.
Study the nearest competitors.
Analyze the brand you are studying vis-a-vis competition
draw inferences and make recommendations.
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Apply the relevant models for analysis

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Dr. HG