INFLUENCE OF SOCIAL SCIENCES ON BUYER BEHAVIOR

Jun 30th, 2015
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Salisbury University
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All major social sciences like economics, psychology, sociology and anthropology have influenced buyer behavior studies. It is essential to have an idea of the nature of this influence.

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INFLUENCE OF SOCIAL SCIENCES ON BUYER BEHAVIORAll major social sciences like economics, psychology, sociology and anthropology have influenced buyer behavior studies. It is essential to have an idea of the nature of this influence.Influence of EconomicsEconomists describe man as a rational buyer and view the market as a collection of homogeneous buyers. Under a given set of conditions, all buyers behave in a similar fashion and every buying decision is a logical process with the ultimate intention of obtaining optimum value for the money spent. Price is regarded as the strongest motivation for the economic man. The economic mans behavior, in short, is rational. Though the model of economic man may help us understand certain aspects of buyer behavior, it certainly cannot answer all the puzzles of buyer behavior. The main problem with the concept of economic man is the assumption that buyers are absolutely rational in their purchases and that markets are homogeneous. Markets are actually a collection of heterogeneous buyers, differing from each other in several characteristics. The marketing process is intended to match these heterogeneous segments of demand with heterogeneous segments of supply.Influence of PsychologyThe next major influence on buyer behavior came from psychology. According to psychologists, any human activity is directed towards meeting certain needs. These needs have been categorized in different ways by different psychologi

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