1. Buyer Behaviour

2. Buyer Behaviour

3. Marketing Stimuli

4. Other Stimuli

5. Buyer characteristics • Cultural • Social • Personal • Psychological

6. Buyer’s Decision Process • Problem Recognition • Information Search • Evaluation of Alternatives • Purchase Decision • Consumption • Postpurchase behaviour

7. Buyer’s Decision • Product Choice (What?) • Brand Choice (Which?) • Dealer Choice (Where?) • Purchase Timing (When?) • Purchase Amount (How much?)

8. Cultural factors • Culture • Sub - culture • Social Class

9. Social factors • Reference Groups • Family • Roles and Status

10. Personal Factors • Family Life Cycle • Occupation and Economic circumstances • Lifestyle • Personality and self - concept

11. Psychological Factors • Motivation • Perception • Learning • Beliefs and Attitudes

12. Buying Roles • Initiator • Influencer • Decider • Buyer • User

13. Buying Behaviour • Complex • Dissonance - Reducing • Habitual • Variety seeking

14. Buying Process • Problem Recognition • Information Search • Evaluation Alternatives • Purchase Decision

15. Post - Purchase Behaviour • Satisfaction • Actions • Use and Disposal