Page 144 - E1 Integrated Workbook STUDENT 2018
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Chapter 10
Consumer behaviour
4.1 Introduction
Organisations need to know their customers before marketing plans can be
developed.
4.2 Factors affecting buying decisions
Three key factors affect buying decisions:
Socio/ cultural influences – for example, role models,
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reference groups, family.
2 Personal influences – for example, age, family status,
occupation.
3 Psychological influences – for example, motivation, beliefs and
attitudes.
Social interaction theory states that an individual’s behaviour (and
hence buying habits) may depend on what he or she perceives
others in society to be doing.
4.3 Stages in the buying process
Stage 1 = Need recognition
Stage 2 = Information search
Stage 3 = Evaluation of alternatives
Stage 4 = Decision to purchase
May involve a large number of people known as the decision making unit, i.e.
an initiator, gatekeeper, influencer, decider, approver, user and buyer.
Stage 5 = post-purchase evaluation
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