This presentation examines the influence of buyer behaviour on marketing activities of companies. It begins with an explanation and justification of the the distinction between, consumer, customer and buyer.
The presentation presents a model of the rational buying process. It recognises that different buyers would exhibit different behaviours during a buying effort.
It also identifies major influences on buyer behaviour, and examines how those influences are mediated by different buying situations. [PowerPoint file format is available on demand free of charge]