Module 4 Consumer and Business Buyer Behaviour This module provides an overview of the factors that influence both consumer and business buyer behaviour. By understanding these factors, marketers are able to strategically engage customers and influence their thoughts and actions to purchase market offerings. You will learn about the stages in the buyer decision making process that starts with need recognition and ends with post-purchase evaluations. Furthermore, you will learn about how new products are adopted and how consumers vary in their readiness to adopt new products. By the end of the module, you will explore how online, mobile, and social media has changed the fabric of Business-to-Business (B2B) marketing to engage customers and create superior customer value. Content Learning Outcomes By the end of this module, you should be able to: ⦁ Identify the factors that influence consumer and business buyer behaviour, ⦁ Describe the stages in the buyer (consumer) decision making process, ⦁ Describe the consumer adoption and diffusion process for new products, and ⦁ Discuss the impact of online, mobile, and social media on business-to-business (B2B) marketing.