Understanding Buyer Behavior
Learn Techniques to Analyze Buyer Behavior for Better Sales
What you'll learn
- Understand buyer behavior and purchase decisions
- Learn the factors that influence buyer behavior
- Understand how culture affects purchase decisions
- Analyze the role of social class, family and friends
- Understand the effect of personal factors
- Analyze wants, motives and psychological factors
- Understand how situations affect marketing
- Learn the stages of the purchase decision
- Connect consumer behavior to marketing strategies
About this course
This course shows you how to understand buyer behavior and purchase decisions so you can market and sell better. It starts with an introduction to buyer behavior and purchase decisions, then the factors that influence buyer behavior, in two parts. Next you learn how culture affects purchase decisions with real examples, the role of social class, the role of family and friends, and the effect of personal factors. Then you move to wants and motives, psychological factors and how they shape the buyer's thinking and actions, and the effect of situations on marketing. Finally you learn why the purchase decision process matters, the kinds of influences that affect the decision to buy, and the stages of the purchase decision. It suits people working in sales and marketing, business owners and anyone who wants to understand customers better, and no previous experience is needed. The explanation relies on real examples that show how the purchase decision changes from one person to another. By the end, you will be able to analyze consumer behavior and connect what you learned to marketing and sales strategies.
Expected outcomes
- Better understanding of consumer behaviors and how to analyze them.
- Develop effective marketing strategies based on buyer behavior insights.
- Improve your ability to accurately target customers.
- Enhance your skills in market research and data analysis.
Learner reviews
Course content
1Understanding Buyer Behavior
14 lectures
- Introduction to Buyer Behavior and Purchase DecisionsIntroduces buyer behavior with real examples such as buying food, clothes during sales, medicine, a car, a phone and services, showing how economic status, technology and culture shape purchase decisions.17:34
- Factors Influencing Buyer Behavior (Part One)Defines buyer behavior and explains why understanding it matters for meeting needs, improving marketing and building loyalty, then starts with cultural factors: culture, subcultures and social class.8:54
- Factors Influencing Buyer Behavior (Part Two)Explains social factors such as reference groups and influencers, psychological factors such as motivation, perception, learning from experience and beliefs, and personal factors such as age, job, income and values.14:50
- Ways Culture Affects Purchase DecisionsExplains the ways culture influences purchase decisions: values, beliefs and customs, product and color preferences, shopping patterns, preference for local or global brands, economic values, and gender roles.14:31
- Real-Life Examples of Cultural InfluenceCloses with the influence of media and ads aimed at a specific group's culture, using a truck advertisement example, the effect of culture on food preferences, and how understanding culture helps marketing strategies.4:15
- The Role of Social Class in Shaping Buying Behavior and DecisionsExplains how social class shapes product preferences and spending, and how reference groups influence purchases through direct recommendations, imitation and social pressure.11:43
- The Role of Family and Friends on Buyer BehaviorShows how family, including parents, children and shared budgets, and friends, through peer pressure, influence buyer behavior and purchase decisions.13:39
- How Personal Factors Affect Purchase Decisions?Explains the personal factors affecting buying, namely age, gender, education, income and lifestyle, and how each changes needs, preferences and purchasing power.15:35
- How Desires and Motivations Affect Buyer Behavior?Distinguishes between needs, wants and motives, and shows how they interact to shape buyer behavior and how people prioritize when resources are limited.12:51
- Psychological Factors and Their Impact on Buyer Thinking and BehaviorExplains the psychological factors affecting buyers, namely perception, selective attention, learning from experience and association, and how they shape thinking and behavior when buying.9:32
- The Impact of Situations on MarketingDefines attitudes and their effect on purchase decisions and brand loyalty, how companies build or change them, and how they relate to perception and learning.8:13
- The Importance of the Purchasing Decision-Making ProcessExplains the stages of the purchase decision process: need recognition, information search, evaluation of alternatives and the purchase decision, with information sources, evaluation criteria and perceived risks.9:29
- Types of Influences on the Purchase DecisionCovers post-purchase evaluation and its outcomes of satisfaction, loyalty or regret, recaps the stages, and begins the influences that can change a purchase decision, social and psychological.8:19
- Stages of the Purchasing Decision-Making ProcessExplains external influences that change a purchase decision, such as promotions, economic conditions and technological innovation, plus personal budget and financial, functional and social risks.9:13
Instructor
Sami Aziz
This course is part of the diploma
