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Buyer Behavior

Buyer Behavior. Perception. Selective Factors. Selective Exposure Selective Attention Selective Perception Selective Retention Selective Recollection Selective Application. Five External Senses. Visual Sense The perception of light. The operation of the eye. Auditory Sense

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Buyer Behavior

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  1. Buyer Behavior Perception

  2. Selective Factors • Selective Exposure • Selective Attention • Selective Perception • Selective Retention • Selective Recollection • Selective Application

  3. Five External Senses • Visual Sense • The perception of light. • The operation of the eye. • Auditory Sense • The perception of sound. • The operation of the ear. • Tactile Sense • The perception of touch. • The operation of the skin.

  4. Five External Senses • Gustatory Sense • The perception of flavor. • The operation of the pallet. • Olfactory Sense • The perception of scent. • The operation of the nose.

  5. Sensory Input Factors - Sight • Intensity • Color • Shade • Movement • Variation • Distinction • Duration • Intermittence

  6. Sensory Input Factors - Sound • Intensity • Pitch • Harmony • Variation • Proximity • Ambiance • Noise • Intermittence

  7. Sensory Input Factors - Touch • Pressure • Temperature • Pain • Surface • Pliability • Medium • Variation • Intermittence

  8. Sensory Input Factors - Taste • Intensity • Flavor • Temperature • Consistency • Variety • Viscosity • Lubricity • Persistence

  9. Sensory Input Factors - Smell • Intensity • Aroma • Persistence • Anesthetic • Combination • Variation

  10. Selection • Contrast • Colors • Shapes • Expectations • Experience • Familiarity • Motives • Relevance • Urgency

  11. Organization • Figure and Field • Foreground and Background • Clutter • Grouping • Proximity • Shape • Closure • Graphic • Verbal

  12. Interpretation • Physical Appearance • Stereotypes • Irrelevant Cues • First Impressions • Jumping to Conclusions • Halo Effects

  13. Five Forms of Purchase Risk • Monetary Risk • The chance the product or service will not perform its function or serve its purpose. • Functional Risk • The chance the product or service will not perform its function or serve its purpose. • Physical Risk • The chance the product or service will injure or damage person or property. • Social Risk • The chance the goods will embarrass or humiliate consumers or cause rejection. • Psychological Risk • The chance the purchase will lead to feelings of weakness, stupidity, or self-indulgence.

  14. Determinants of Response to Risk • Risk Capital • What the buyer can afford to loose without experiencing serious harm or catastrophic consequences. • Consumers’ Vulnerability • The availability or lack of a particular type of risk capital possessed by the consumer. • Risk Inherent in Product • The attributes or characteristics of the product that intensify a particular type of consumer risk. • Alleviation Methods • The means by which the marketer and/or the consumer can reduce or manage the perceived risk.

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