Consumer buyer behavior

- The buying behavior of final consumers-individuals and households that buy

goods and services for personal consumption.

Consumer Market
- All the individuals and households who buy or acquire goods and services for personal
consumption.

I .MODEL of Consumer Behavior

The Buyer’s Black

environment Box

Marketing Other Buyer’s

stimuli Characteristics

Product Economic Buyer’s decision

Price Technological process
Place Social
Promotion Cultural Buyer responses

Buying attitudes and

preferences.

Purchase behavior; what the

buyer buys, when, where, and
how much
Brand and company
relationship behavior

CULTURAL Social Personal Psychological

Culture Reference Age and life Motivation

groups cycle stage Buyer
Subculture Perception
Family Occupation
Social Class Learning
Roles and Economic
 Status situation Beliefs and
attitudes
Lifestyle

Personality
and self
concept

II. Personal Characteristics Affecting Consumer Behavior

1.) Cultural Factors
a.) Culture. The most basic determinant of a person’s wants and behavior. It
compromises he basic values, perceptions, wants, and behaviors that a person
learns continuously in a society.
b.) Subculture. Each culture contains smaller subcultures, groups of people with
shared value systems based on common experiences and situations.
c.) Social Class. These are relatively permanent and ordered divisions in a society
whose members share similar values, interests, and behaviors. Social class in
newer nations such as the United States, Canada, Australia, and New Zealand is
not indicated by a single factor such as income, but is measured as a combination
of occupation, source of income, but is measured as a combination of occupation,
source of income, education, wealth and other variables.
2.) Social Factors
a.) Reference groups. These groups serve as direct (face to face) or direct point of
comparison or reference the forming of a person’s attitude and behavior.
b.) Family. Family members have a strong influence on buyer behavior. The family
remains the most important consumer-buying organization in American society.
c.) Role and status. A role consists of the activities that a person is expected to
perform according to the persons around him or her. Each role carries a status
reflecting the general esteem given to it by society. People often choose products
that show their status in society.

Group
Two or more people who interact to accomplish individual or mutual goals.

Opinion leader
- Person within a reference group who, because of special skills, knowledge,
personality, or other characteristics, exerts social influence on others.
Online Social networks
- Online social communities-blogs, social networking Websites or even virtual worlds-
where people socialize or exchange information and opinions.
3.) personal factors
a.) Age and life cycle stage. The types of goods people buy change during their
lifetimes. As people grow older and mature, the products they desire change. The
makeup of the family also affects purchasing behavior. For example, families
with young children dine out at fact-food restaurants.
b.) Occupation. A person’s occupation affects the goods and services bought.
c.) Economic situation. A person’s economic situation greatly affects product choice
and he decision to purchase a particular product.
d.) Lifestyles. Lifestyles profile a person’s whole pattern of acting and interacting in
the world. When used carefully, the lifestyle concept can help the marketer
understand changing consumer values and how they affect buying behavior.
e.) Personality and self-concept. Each person’s personality influences his or her
buying behavior. By personality we mean distinguishing psychological
characteristics that disclose a person’s relatively individualized, consistent and
enduring responses to the environment. Many marketers use a concept related to
personality a person’s self-concept (also called self-image). Each of us has a
complex mental self-picture and our behavior tends to be consistent with that self-
image.

4.) Psychological factors.

a.) Motivation. A need becomes a motive when it is aroused to sufficient level of
intensity. Creating a tension state causes a person to ac to release the tension.
b.) Perception. Perception is the process by which a person selects organizes and
interprets information to create a meaningful picture of the world.
c.) Learning. Learning describes changes in a persons’ behavior arising from
experience.
d.) Beliefs and attitudes. A belief is a descriptive thought that a persons holds about
something. An attitude describes a persons relatively consistent evaluations,
feelings, and tendencies toward an object of an idea,.

Types of buying decision behavior

a.) Complex buying behavior.

- Consumer buying behavior in situations characterized by high consumer
involvement in a purchase and significant perceived differences among brands.

b.) Dissonance-reducing buying behavior.

- Consumer buying behavior in situations characterized by high involvement but few
perceived differences among brands.

c.) Habitual buying behavior

 - Consumer buying behavior in situations characterized by low –consumer
involvement and few significantly perceived brand differences.

d.) Variety-seeking buying behavior

- Consumer buying behavior in situations characterized by low consumer
involvement but significant perceived brand differences.

The Buyer Decision Process

Need Information Evaluation of Purchase Post purchase

recognition search alternatives decision behavior

New product
- A good, service or idea that is perceived by some potential customers as new.

Adoption process
- The mental process through which an individual passes from first hearing about
an innovation o final adoption.

Stages in the adoption process

- Awareness: the consumer becomes aware of the new product, but lacks
information about it.
- Interest: the consumer seeks information about the new product.
- Evaluation: the consumer considers whether trying the new product makes sense.
- Trial: the consumer tries the new product on a small scale to improve his or her
estimate of its value.
- Adoption: the consumer decides to make full and regular use of the new product.
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