THEORIES OF SELLING

PRESENTED TO PROF. M R RANA PRESENTED BY:- ANISHA GUPTA (05-MBA-08) ANKUSH KALGOTRA (06-MBA-08)

THEORIES OF SELLING
Selling

is considered as an art by some and a science by others.

This

has produced two contrasting approaches to the theory of selling.

Four Theories of Selling

AIDAS Right

set of circumstances Formula

Buying

Behavioral

Equation

AIDAS and Right Set Of Circumstances are seller oriented theories. Buying Formula theory of selling is Buyer oriented. The Behavioral Equation theory emphasizes the buyers decision process but also takes the salespersons influence process into account.

AIDAS theory of selling

A-Securing attention. I-Gaining Interest. D-Kindling desire.

A-Inducing Action.
S-Building Satisfaction.

Right Set of Circumstances

Theory can be summarized as Every thing was right. This theory is also known as Situation-response theory. A sales person needs to be well skilled to handle the set of circumstances.

BYUING FOMULA THEORY OF SELLING

The name buying formula has been given by the late E.K. Strong.
It is a step-by-step explanation of the buyers needs. Reduced to its simplest form, the mental processes involved in a purchase are

need solution purchase

After adding the fourth element, it becomes

Need(or problem)

solution

purchase

satisfaction

After modification in the solution and satisfaction, the buying formula becomes
product and/or service and trade name purchase satisfaction/dissatisfaction
need

After adding adequacy and pleasant feelings, it becomes

adequacy
feelings

pleasant

product and/or service and trade name purchase satisfaction/dissatisfaction

need

Behavioral Equation Theory

Using a stimulus response model and incorporating findings from behavioral research, J.A. Howard explains buying behavior in terms of the purchasing decision process, viewed as phases of the learning process. Four essential elements of the learning process included in the stimulusresponse model are: 1. DRIVES: a) INNATE DRIVES
b) LEARNED DRIVES

2. CUES:
a) PRODUCT CUES b) INFORMATIONAL CUES

3. RESPONSE 4. REINFORCEMENT

Howard incorporates these four elements into an equation

B =P * D * k * V
Where

B= response or internal response tendency P= predisposition or the inward response tendency K= incentive potential V= intensity of all the cues

THANK YOU