It is known that the buyers behavior plays an important role in the process of purchase. According to the numerous researches, any buyer takes part in the decision-making process which consists of several parts, or stages. These parts create a model of buyer behavior.(Buyer Behavior, 2010, para.2)
Fig.1 Model of Buyer Behavior
It is clear that the buyers pass through all the stages mentioned above. However, if the purchase is a routine one, the buyer can easily skip some stages. For example, I need to make a purchase – a product/service. I have chosen the sphere of ethics training and courses as a service. Global Ethics University is a provider of such services. I will take the course Understanding Conflict of Interest. First of all, I should recognize the need of this product/service: I want to learn how to deal with different conflicts of interest in the workplace. It will help me in my future work. Then, I will search and evaluate information concerning this course. I will find the site of Global Ethics University where I will be able to learn more about this course (including the price and length of this course). I evaluate this information: $49 price and 2 hours length suit me fine. The stage of purchase denoted that I have made my decision. In the stage of post-purchase evaluation, I realize that my decision was right. This course offered by a well-known Global Ethics University will help me to perform my duties better and to behave in a proper way.
Psychological factor is one of the factors that influence buyer’s behavior. It include perception, memory, motivation, learning and personality. In the above mentioned case, I used all these psychological variables in order to make purchase.
Buyer Behavior.(2010) MMC Learning. Retrieved from:<http://www.multimediamarketing.com/mkc/buyerbehaviour/>
Global Ethics University. Official Site. Retrieved from:<http://www.globalethicsuniversity.com/online-courses.php>
Fig.1 Model of Buyer Behavior. Tutor 2U. Retrieved from:<http://tutor2u.net/business/marketing/buying_decision_process.asp>