Mensur Boydaş, Vahdi Boydaş

1. Marketing
Consumer/Business buying behavior

2. Consumer buyer behavior
• The study of the buying behavior of final
consumers (Individuals and households
who buy for personal consumption)
• Consumer market: All the individuals and
households who buy for personal
consumption.

3. Model of consumer behavior
• Stimuli
buyer
• How it works?
response
– A buyer processes stimuli (characteristics
affecting behavior) evoking a response (usually
choice/decision).

4. Model of Consumer Behavior

5. Model of Consumer Behavior

6. Model of Consumer Behavior (B2C)
• Stimuli
buyer
response
Cultural
social
Personal
YOU
Needs
fulfillment
via wants

7. The Buyer Decision Making
Process
• It corresponds to the psychological buying factors. Thus, it
is person-specific
• (Need) recognition----Motivation
• Information search/evaluation of alternatives--Perception
• Purchase decision---learning(want fulfillment)
• Post-purchase behavior---belief and attitude (assessment
and consequently satisfaction opinion)

8. B2B buying behavior

9. Model of B2B Buying Behavior
• Stimuli
buyer
response
Environmental
Organizational
Interpersonal
Individual
Them
Needs
fulfillment
via wants

10. Business buying behavior
• Business buyer decision making process corresponds to
their business environment. Thus, it is business specific.
• Hence, it differs from a consumer buying behavior in:
– Aiming at obtaining goods and services for resale/use
(not final consumption)
– Fewer but larger buyers
– Derived demand: based on final customer(e.g. Intel or
banks/builders—mortgages)
– Purchasing committee not a person
– More Complex and formal purchasing