Understanding Buyer Behavior

  1. 8.5 Discuss the various influences that shape customer buying decisions

Although every customer is unique, salespeople need an understanding of the important social and psychological influences that tend to shape customers’ buying decisions. We will review concepts that come from the fields of psychology, sociology, and anthropology. Figure 8.5 illustrates the many forces that influence buying decisions.

An illustration shows the three main forces involved in buyer behavior model.

Figure 8.5 The Buyer Behavior Model

This model illustrates the many complex psychological and sociological forces that influence buyer behavior.

Basic Needs That Affect Buyer Behavior ...

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