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A Composite Model of Buyer Behaviour

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Abstract:

Traditionally, buyer behaviour has been studied from two quite distinct perspectives - mass consumer markets (consumer behaviour) and industrial markets (organisational buyer behaviour). Developments in both fields have led to a convergence of thinking in terms of networks and relationships which suggest that there are more similarities than differences between the schools of thought. To reflect this convergence a 'composite' model of buyer behaviour is proposed that is perceived to be equally applicable to all kinds of buying decisions The overriding objective is to propose a parsimonious model that encapsulates both the critical factors and the underlying process involved in buying decisions. The model comprises eight factors or variables each of which is defined and described in some detail, as is the underlying process model that links them together. While the model is believed to capture the essence of buyer behaviour, as with most aspects of marketing, its application is seen to be 'situation specific' and so calls for the input of judgement and experience by persons wishing to operationalise it.

Keywords: BUYER BEHAVIOUR; CONSUMER MARKETS; HIERARCHY OF EFFECTS; ORGANISATIONAL MARKETS; PERCEPTION AND SELECTIVITY; PROCESS MODELS

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539202323071290

Publication date: January 1, 2002

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