Buying Behavior

Posted in Marketing and Strategy Terms, Total Reads: 6171

Definition: Buying Behavior

It is the sum total of the attitudes, preferences, beliefs and decisions regarding the consumers behavior when purchasing a product or service in a market. Broadly, there are four major factors that influence consumer buying behavior.

1. Cultural (Culture, Sub-Culture, Social Class)

2. Social (Reference group, Family, Roles and Status)

3. Personal (Age and Lifecycle stage, Lifestyle, Personality)

4. Psychological (Motivation, Perception, Learning, Beliefs & attitudes)

Buying behavior of a consumer goes through five stages:

1. Need Recognition: When a consumer is aware of a need which may arise from internal or external stimulus

2. Information Search: via Public, Personal, Commercial or Experiential process

3. Evaluation of alternatives: Consumers evaluate products and services by combining their brand beliefs and attitudes according to importance using the expectancy value model

4. Purchase decision: Influenced by brand, dealer, quantity, timing, attitude of others, unanticipated situational factors and perceived risks

5. Post-purchase behavior: Related to customer satisfaction, action, usage and disposal

Types of Consumer Buying behavior can be understood by four quadrants with Customer involvement and Brand differentiation as the two axes.


Hence, this concludes the definition of Buying Behavior along with its overview.

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