Buyer behavior and influences

Buyer behavior and influences

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Services Marketing (MKT 254)

Unit 4: Buyer Behaviour and Relationship Marketing

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of buyer behavior and influences.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Understanding buyer behavior
• Factors influencing buyer behavior

Detailed Microsyllabus

1. Buyer behavior

   1. Describe the service purchase and evaluation process.
   2. Explain information search and perceived risk.
   3. Distinguish initial purchase from continuing use.

2. Influences

   1. Assess cultural, social, personal and psychological factors.
   2. Consider service characteristics and situational influences.
   3. Relate prior experience and trusted information to decisions.

3. Application

   1. Analyze a customer's decision for a defined service.
   2. Identify evidence for influential factors.
   3. Avoid generalizing one customer case to all buyers.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 109–111.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.