The buying process Psychological Factors Social Factors Demographic factors Behavioural Factors/Purchase situation Awareness of needs and wants Information search Setting criterion and evaluating alternative solutions Purchase decision Purchase Post purchase evaluation Postpone decision Routinised response The buying process is a ‘problem solving’ process.

How are problems (needs) recognised? The ‘means-end chain’ (Gutman, Peter, et al) Weight management programme Exercises for Weight loss Body toning Better diet Can wear trendy clothes Look good Feel energetic Have a good social life Feel confident Feel positive

Post purchase evaluation Post purchase evaluation can lead to a feeling of satisfaction or Dissatisfaction. Feelings of dissatisfaction in the period immediately after Purchase are often the result of a phenomenon called ‘cognitive Dissonance’.

Reference groups – Contnd. 2. Information: Providing information on product/brand benefits and Criterion for evaluation (experts) 3. Aspirations: Sometimes buyers are influenced by a group to which They do not belong but aspire to belong to. (filmstars, sports persons) Buyers may simultaneously belong to several reference groups and Marketers have to find out which one yields more influence for their Product. Marketers also want to know the type of influence exerted by the Reference group and profile of the person/s (opinion leaders) Exerting this influence. Opinion leaders are early adopters of the Product who have a lower risk perception of product purchase and Usage.

Culture Culture is a set of values, artifacts, symbols and norms that help Individuals communicate with each other and interpret and evaluate Each other’s behaviour. Influences: Race, religion, region, nation Culture Abstract elements: Values, Norms, Rituals, symbols Material elements: Artifacts, materials, technology Cultural factors influence every stage of the buying process.