by The Behavioural Equation Theory of Selling, developed by Wroe Alderson, explains that buying is influenced by both the product and the customer’s attitude. According to this theory, a sale occurs when the customer perceives that the product satisfies their needs and when their attitude towards the product and salesperson is positive.
It can be expressed as a formula: B = f(P, A)
Where:
B is buying behaviour
P is product utility
A is the customer’s attitude
In India, customer attitude is shaped by trust, personal interaction, reputation, and social influence. The salesperson’s role is to improve attitude through communication, relationship building, and service. The theory emphasizes that both product value and customer perception are essential for successful selling.
Principles of Behavioural Equation Theory:
1. Buying Behaviour Depends on Product Utility
The first principle of the Behavioural Equation Theory states that a customer’s buying behaviour is influenced by the usefulness and benefits of the product. In India, customers evaluate whether a product meets their needs, solves a problem, or adds value. Quality, features, durability, and performance are important factors. If the product lacks utility, no amount of persuasion will result in a sale. Salespersons must clearly explain how the product fulfills the customer’s requirements. Demonstrations, comparisons, and practical examples help communicate utility. Product value is a core element in shaping positive buying behaviour according to this theory.
2. Buying Behaviour Depends on Customer Attitude
The second principle emphasizes that customer attitude significantly affects buying decisions. Attitude includes feelings, beliefs, trust, and perception of the salesperson and the product. In India, social influence, reputation, and prior experiences shape attitude. A positive attitude increases willingness to purchase, while a negative attitude creates resistance. Salespersons must build rapport, show honesty, and provide reassurance. Personal selling techniques, communication, and customer relationship management help improve attitude. Even if the product is useful, a negative attitude can prevent purchase. Hence, managing and enhancing customer attitude is essential for successful selling.
3. Sale Occurs When Product Utility and Attitude Align
A key principle of the Behavioural Equation Theory is that a sale happens only when product utility and customer attitude align positively. The customer must see value in the product and feel positively towards it and the salesperson. In India, customers often weigh both rational benefits and personal trust before deciding. If utility is high but attitude is negative, the sale may fail. Similarly, a positive attitude cannot compensate for low product value. Salespersons must focus on both elements, demonstrating product benefits while fostering a favourable attitude. Alignment of these factors maximizes chances of successful selling.
4. Salesperson’s Role is Influencing Attitude and Demonstrating Utility
The Behavioural Equation Theory emphasizes that the salesperson plays a crucial role in shaping buying behaviour. They must demonstrate product utility clearly and influence the customer’s attitude positively. In India, trust, respectful communication, and personal attention are highly valued. Salespersons can use demonstrations, testimonials, after-sales service, and relationship building to improve perception. By managing both rational evaluation and emotional response, the salesperson creates favourable conditions for purchase. Effective selling under this theory requires a balance of product knowledge and interpersonal skills. The salesperson’s ability to influence attitude and showcase utility directly impacts the likelihood of a sale.
5. Buying is a Function of Rational and Emotional Factors
Another principle of the Behavioural Equation Theory is that buying behaviour is shaped by both rational evaluation and emotional perception. Customers consider product benefits, quality, and price (rational) as well as trust, confidence, and social influence (emotional). In India, family, peer opinion, and reputation often influence decisions. Salespersons must address both aspects during selling. Rational factors help justify the purchase, while emotional factors encourage action and loyalty. Ignoring either element can reduce sales effectiveness. Successful selling occurs when both rational utility and positive emotional attitude combine, fulfilling the core principle of this theory.
Components of Behavioural Equation Theory:
1. Product Utility
Product utility refers to the value or benefit the customer derives from the product. It includes features, quality, performance, durability, and ability to satisfy a specific need. In India, customers carefully evaluate whether a product solves their problem or adds convenience and status. A product with high utility increases the likelihood of purchase. Salespersons must clearly communicate these benefits through demonstrations, explanations, or comparisons. Product utility is the rational aspect of buying behaviour in this theory. Without sufficient utility, even a positive attitude cannot result in a sale, making it a critical component of the behavioural equation.
2. Customer Attitude
Customer attitude is the perception, feelings, and disposition of the buyer towards the product and salesperson. It reflects trust, confidence, and willingness to purchase. In India, attitude is shaped by social influence, past experiences, reputation, and personal interaction. A positive attitude encourages acceptance and eases the sales process, while a negative attitude creates resistance. Salespersons play a vital role in influencing attitude through respectful communication, relationship building, and reassurance. Customer attitude is the emotional component in the Behavioural Equation Theory. Both attitude and product utility must align for a successful sale, making attitude a fundamental element in this theory.
3. Rational Evaluation
Rational evaluation refers to the logical assessment of the product’s benefits, price, and value by the customer. In India, buyers often compare features, quality, durability, and cost before making a decision. This component ensures that the purchase is justified based on practical reasoning rather than impulse. Salespersons must present factual information, highlight advantages, and provide evidence to support the product’s value. Rational evaluation is closely linked to product utility in the behavioural equation. Without convincing rational arguments, customers may hesitate to buy. Therefore, clear and logical presentation of the product is essential for influencing buying behaviour successfully.
4. Emotional Perception
Emotional perception involves the buyer’s feelings, trust, and personal connection with the product and salesperson. It includes confidence, satisfaction, social influence, and perception of credibility. In Indian markets, emotional factors such as family opinion, peer recommendations, and salesperson behaviour strongly affect buying decisions. A positive emotional perception motivates action, even when rational evaluation alone may be insufficient. Salespersons can enhance emotional perception through politeness, empathy, attentive service, and relationship building. Emotional perception works together with rational evaluation in the Behavioural Equation Theory. Both components must be addressed to ensure a successful sale, making it a critical part of the model.
5. Salesperson Influence
Salesperson influence is the role played by the salesperson in shaping both rational and emotional aspects of buying behaviour. In India, personal selling is highly effective because customers value guidance, explanation, and trust. The salesperson demonstrates product utility, clarifies doubts, and builds a positive attitude. They also influence perception, create confidence, and reduce resistance. Effective selling relies on communication skills, knowledge, and interpersonal abilities. Salesperson influence is the linking factor that combines product utility and customer attitude. Without skilled salesperson intervention, the behavioural equation may not result in a sale, highlighting the importance of this component.
