BUYER

BEHAVIOUR
UNIT - 4

PRESENTED BY

K.BALASRI PRASAD
B.Sc(KU), M.B.A(OU), NET(UGC), (Ph.D)(MGU)
ASSISTANT PROFESSOR IN MANAGEMENT
 Unit – 4
Consumer Decision Making and Buyer Behaviour
Information search, evaluation of alternatives
steps between evaluation of alternatives and purchase decision, Post-purchase
behaviour.
Attitude and Consumer Behaviour: Meaning of Attitude, nature and
characteristics of attitude
Types of attitude, learning of attitude, sources of influence on attitude
formation.
 Consumer Decision Making
Consumer Decision Making:
 Consumer decision-making is the process through which individuals or groups choose, purchase, use, and
dispose of goods, services, ideas, or experiences.
 This process involves several stages and is influenced by various internal and external factors.
The key stages in consumer decision-making are:
1. Problem Recognition: The process begins when a consumer identifies a need or problem that can be
satisfied through a purchase.
 This recognition can be triggered by internal factors (such as a change in needs or preferences) or external
factors (such as advertising or external influences).
2. Information Search: Once the need is recognized, consumers seek information about potential solutions.
 They may gather information from various sources, including personal experiences, friends and family,
advertisements, reviews, and online sources.
3. Evaluation of Alternatives: Consumers evaluate the available options based on
criteria such as price, quality, brand reputation, and features. This stage involves
comparing alternatives to determine which one best meets their needs.
4. Purchase Decision: After evaluating alternatives, consumers make a purchase
decision. Factors influencing this decision include the perceived value of the
product or service, the brand reputation, and the overall experience associated with
the purchase.
5. Post-Purchase Evaluation: After making a purchase, consumers assess their
satisfaction with the product or service. This evaluation influences future buying
decisions and can lead to brand loyalty or dissatisfaction.
 Buyer Behavior
 Buyer behavior refers to the actions and decisions of consumers as they go through the process of making a
purchase.
 It is influenced by various internal and external factors, and understanding buyer behavior is crucial for
marketers in developing effective marketing strategies.
Key factors influencing buyer behavior include:
1. Cultural Factors: Culture, subculture, and social class influence buyer behavior. Cultural values, beliefs,
and customs shape consumer preferences and choices.
2. Social Factors: Social factors, including reference groups, family, and social status, play a significant role in
influencing buyer behavior. Individuals often make purchasing decisions based on the expectations and
opinions of those around them.
3. Personal Factors: Personal factors such as age, occupation, lifestyle, and personality impact buyer behavior.
Consumers with different demographics and psychographics may have distinct preferences and needs.
4. Psychological Factors: Psychological factors, including motivation, perception, learning, and attitudes, contribute to buyer

behavior. Understanding the psychological aspects helps marketers tailor messages that resonate with consumers.

5. Marketing Mix: The marketing mix, comprising product, price, place, and promotion, is a critical factor influencing buyer

behavior. Effective marketing strategies that address these elements can impact consumer perceptions and choices.

6. Situational Factors: Situational factors, such as the immediate environment and circumstances, also influence buyer behavior.

For example, the urgency of a need or external events can affect purchasing decisions.

7. Online and Digital Influence: With the rise of e-commerce and digital platforms, online factors, including reviews, social

media, and online advertising, significantly impact buyer behavior. Consumers often rely on digital sources for information and

recommendations.

8. Brand Loyalty and Reputation: The reputation of a brand and consumers' loyalty to a particular brand influence buyer

behavior. Positive past experiences and a strong brand image can lead to repeat purchases.

 Understanding consumer decision-making and buyer behavior is essential for marketers to create effective marketing

campaigns, build brand loyalty, and meet the evolving needs and expectations of consumers.
Meaning of Attitude
 Attitude refers to a settled way of thinking or feeling about someone or something, typically reflected in a person's behavior.

 It encompasses a combination of beliefs, values, emotions, and behavioral tendencies toward a particular object, person, group, or

situation.
 Attitudes can be positive, negative, or neutral, and they play a significant role in shaping an individual's reactions, responses, and

decision-making processes.
 Attitudes are often influenced by personal experiences, social and cultural factors, education, and various environmental stimuli.

 They can be enduring and resistant to change, but they are not fixed and can be modified over time.

 Attitudes can manifest in various forms, such as opinions, judgments, preferences, and inclinations, and they contribute to the overall

mindset and outlook of an individual.

 In psychology and sociology, the study of attitudes is a crucial aspect of understanding human behavior, as attitudes can influence

actions, perceptions, and interpersonal relationships.

 Researchers often categorize attitudes based on their components, including cognitive (thoughts and beliefs), affective (emotional

responses), and behavioral (actions or intentions) elements.

 Analyzing attitudes is fundamental in fields such as marketing, communication, and social sciences to comprehend and predict human
Nature and Characteristics of Attitude
Attitude refers to a complex and multifaceted psychological construct that encompasses a person's evaluations,
feelings, beliefs, and behavioral tendencies toward a particular object, person, group, or situation.
1. Cognitive Component:
Beliefs and Knowledge: Attitudes are grounded in cognitive elements, reflecting a person's beliefs and
knowledge about the target of the attitude.
Thought Processes: Cognitive components involve the individual's thoughts, perceptions, and evaluations
related to the attitude object.
2. Affective Component:
Emotional Response: Attitudes are associated with emotional responses, indicating whether the individual
experiences positive, negative, or neutral feelings toward the attitude object.
Intensity of Emotions: The strength and intensity of emotional reactions contribute to the affective aspect of
attitudes.
3. Behavioral Component:
 Behavioral Intentions: Attitudes often influence behavioral intentions or predispositions to act in a certain way
toward the attitude object.
 Actual Behavior: Attitudes may manifest in observable behaviors, as individuals may align their actions with their
attitudes.
4. Formation and Change:
 Social Learning: Attitudes can be acquired through social learning, influenced by factors such as family, peers, and
cultural influences.
 Attitude Change: Attitudes are dynamic and can change over time due to new information, experiences, or
persuasive communication.
5. Consistency and Coherence:
 Internal Consistency: Attitudes tend to be consistent within an individual, with related beliefs, emotions, and
behaviors aligning with each other.
 Cognitive Dissonance: Inconsistencies between attitudes and behaviors may create discomfort, prompting
individuals to adjust either their attitudes or behaviors for internal consistency.
6. Expressiveness and Communication:
 Verbal and Non-Verbal Expression: Attitudes can be expressed through verbal communication, such as expressing
opinions, as well as non-verbal cues like facial expressions and body language.
 Social Influence: Attitudes are often communicated in social contexts and can be influenced by others in interpersonal
relationships.
7. Endurance and Resistance:
 Stability: Attitudes can be relatively stable over time, persisting even in the face of contrary information.
 Resistance to Change: Some attitudes may resist change, especially if they are deeply rooted, tied to personal identity, or
have significant emotional investment.
8. Attitude Strength:
 Attitude Accessibility: The ease with which an attitude can be recalled and comes to mind influences its strength.
 Attitude Certainty: The level of confidence or certainty a person has in their attitude also contributes to its strength.

 Understanding these components and characteristics is crucial for researchers, marketers, psychologists, and others
interested in studying and influencing attitudes, as they play a pivotal role in shaping human behavior and decision-
Types of attitude
 Attitudes can be categorized into various types based on their components, functions, and expressions.
Here are several common types of attitudes:

1. Cognitive Attitude: Focuses on the cognitive component, involving beliefs, thoughts, and knowledge about a
particular object or issue.
Example: Believing that regular exercise is essential for maintaining good health.
2. Affective Attitude: Primarily involves emotional responses and feelings toward a specific object, person, or
situation.
Example: Feeling joyful when spending time with loved ones.
3. Behavioral Attitude: Centers on behavioral tendencies and intentions related to a particular attitude object.
Example: Intending to recycle regularly to contribute to environmental conservation.
4. Explicit Attitude: Conscious and openly expressed attitudes that individuals are aware of and can easily report.
Example: Stating a preference for a specific brand of smartphone.
5. Implicit Attitude: Unconscious or automatic attitudes that may be difficult to express verbally, often
assessed through indirect measures.
Example: Unconscious biases based on race or gender.

6. Positive Attitude: Involves favorable feelings, beliefs, and behaviors toward a particular object or
situation.
Example: Having a positive attitude toward learning new skills.

7. Negative Attitude: Involves unfavorable feelings, beliefs, and behaviors toward a particular object or
situation.
Example: Holding a negative attitude toward public speaking due to fear or anxiety.

8. Ambivalent Attitude: Involves mixed or conflicting feelings, beliefs, or behaviors toward a particular
attitude object.
Example: Feeling both love and frustration in a complicated relationship.

9. Attitude toward the Self: Involves an individual's feelings, beliefs, and behaviors toward themselves.
Example: Developing self-confidence and a positive self-image.
10. Attitude toward Others: Involves feelings, beliefs, and behaviors directed toward other individuals or groups.
Example: Having a friendly attitude toward coworkers.
11. Attitude toward Authority: Focuses on feelings, beliefs, and behaviors related to figures of authority or
hierarchical structures.
Example: Respecting and obeying the rules set by supervisors.
12. Attitude toward Change: Reflects an individual's openness or resistance to change in various aspects of life.
Example: Embracing new technologies or resisting changes in workplace procedures.
13. Attitude toward Risk: Relates to an individual's willingness or aversion to taking risks in decision-making.
Example: Preferring conservative investment strategies due to a low tolerance for financial risk.
14. Political Attitude: Involves beliefs, feelings, and behaviors related to political ideologies, parties, or issues.
Example: Identifying as a liberal or conservative.
15. Religious Attitude: Relates to beliefs, feelings, and behaviors associated with one's religious faith or spirituality.
Example: Having a devout attitude toward religious practices and rituals.
Attitudes can vary widely based on individual differences, cultural contexts, and specific situations.
Learning of Attitude
 The learning of attitudes involves the acquisition, development, and modification of beliefs, feelings, and behaviors towards

specific objects, individuals, or situations.

 Attitudes are shaped through various learning processes, and several theories explain how individuals form and change their

attitudes.

Here are key learning processes influencing attitude development:

1. Social Learning:

 Observational Learning: Individuals acquire attitudes by observing and imitating the attitudes and behaviors of others,

particularly significant figures like parents, peers, or role models.

 Modeling: People are more likely to adopt attitudes that they see being rewarded or positively reinforced in others.

2. Classical Conditioning:

 Association with Positive or Negative Stimuli: Attitudes can be learned through the association of a neutral stimulus with

positive or negative emotions.

 Pavlovian Conditioning: An initially neutral object or situation becomes associated with positive or negative feelings, leading
3. Operant Conditioning:
 Reward and Punishment: Attitudes can be reinforced or discouraged through rewards or punishments associated with expressing those

attitudes.
 Consequences of Behavior: Positive or negative outcomes of behavior contribute to the reinforcement or modification of attitudes.

4. Cognitive Dissonance Theory:

 Inconsistency Resolution: Individuals are motivated to reduce cognitive dissonance, the discomfort arising from inconsistencies between

attitudes and behaviors. This may lead to attitude change.

 Rationalization: People may alter their attitudes to align with their behavior to maintain internal consistency.

5. Direct Experience:
 Personal Experience: Attitudes can be shaped through direct experiences and interactions with the attitude object.

 Trial and Error: Positive or negative experiences may influence attitude formation or modification.

6. Media Influence:
 Mass Media: Exposure to media content, including advertisements, news, and entertainment, can significantly impact the formation and

reinforcement of attitudes.
 Persuasive Communication: Media messages can persuade and shape attitudes through various communication strategies.
7. Cultural and Social Norms:
 Cultural Influences: Cultural norms and values play a crucial role in shaping attitudes within a society or
community.
 Social Norms: Individuals may adopt attitudes that conform to prevailing social norms to gain social approval or
avoid social sanctions.
8. Education and Information:
 Formal Education: Attitudes can be influenced by formal education, where individuals learn and internalize
societal values and norms.
 Information Processing: Access to information and knowledge can contribute to attitude formation and change.
9. Selective Exposure and Perception:
 Confirmation Bias: Individuals tend to expose themselves to information that confirms their existing attitudes.
 Selective Perception: People may interpret information in a way that aligns with their pre-existing attitudes.
10. Biological Factors:
 Genetic Predispositions: Some researchers suggest a genetic component in predisposing individuals to certain
attitudes, although genetic influences interact with environmental factors.
Sources of influence on attitude formation
Attitude formation is influenced by a variety of sources, ranging from personal experiences to social interactions
and cultural factors. Here are some key sources of influence on attitude formation:
1. Direct Experience: Personal experiences and interactions with the attitude object play a significant role in
shaping attitudes. Positive or negative encounters, outcomes, and observations can influence attitudes toward
people, products, issues, or situations.
2. Socialization and Social Learning: Attitudes are often acquired through socialization processes, including
family, peer groups, educational institutions, and media. Individuals learn attitudes by observing and imitating
the behaviors, beliefs, and opinions of significant others, such as parents, siblings, friends, and role models.
3. Cultural Norms and Values: Cultural norms, traditions, and values shape attitudes by providing a framework
for understanding the world and guiding behavior. Attitudes may reflect cultural values such as individualism,
collectivism, hierarchy, or egalitarianism, as well as cultural norms regarding gender roles, social etiquette, and
moral principles.
4. Social Influence and Reference Groups: Attitudes are influenced by reference groups, which are social groups that
individuals identify with or aspire to belong to. Peer pressure, conformity, and social comparison processes contribute
to the adoption of attitudes, opinions, and behaviors that align with those of reference groups.
5. Media and Information Exposure: Media sources, including television, radio, newspapers, magazines, social
media, and online platforms, shape attitudes by disseminating information, images, and narratives that influence
perceptions, beliefs, and opinions. Exposure to media content can reinforce existing attitudes or introduce new
perspectives and viewpoints.
6. Personal Values and Beliefs: Attitudes are influenced by individuals' personal values, beliefs, and principles, which
serve as guiding principles for behavior and decision-making. Attitudes may reflect core values such as honesty,
integrity, fairness, freedom, or social justice, as well as beliefs about morality, religion, politics, and ethics.
7. Psychological Factors: Cognitive processes, emotions, and personality traits influence attitude formation. Cognitive
factors such as perception, memory, reasoning, and judgment shape how individuals interpret and evaluate information,
while emotional responses affect the intensity and valence of attitudes. Personality traits such as openness,
conscientiousness, extraversion, agreeableness, and neuroticism also influence attitudes.
8. Direct Persuasion and Communication: Attitudes can be influenced through direct
persuasion, communication, and persuasive appeals. Marketing messages, advertising campaigns,
propaganda, political speeches, and interpersonal communication efforts seek to change or
reinforce attitudes by presenting arguments, appeals to emotions, and persuasive techniques.
9. Biological and Genetic Factors: Some researchers suggest that biological and genetic factors
may influence attitude formation and disposition. Genetic predispositions, neurological
processes, and physiological responses may contribute to individual differences in attitude
formation and expression.
10. Environmental Influences: Environmental factors such as socioeconomic status, geographic
location, educational opportunities, and life experiences shape attitudes. Socioeconomic factors,
for example, can influence access to resources, exposure to diverse perspectives, and
opportunities for social mobility, all of which impact attitude formation.