Consumer Behavior

Consumer Buyer Relationship

Factors Influencing Consumer Behavior
The Buying Decision Process
Other Theories of Consumer Decision Making

Is the study of how individuals, groups, and

organizations select, buy, use, and dispose
of goods, services, ideas, or experience to
satisfy their needs and wants.

 Cultural Factors
Social Factors
Personal Factors
Psychological Factors

CULTURE fundamental determinants of

a persons wants and behavior.
SUBCULTURE provides more specific
identification and socialization for their
members. (e.g. Nationalities, religions,
racial groups, geographic regions)

 Reference Groups groups that have a

direct (face-to-face) or indirect influence

on their attitudes.
Examples:
a. Membership groups
b. Primary groups
c. Secondary groups
d. Aspirational Groups
e. Dissociative Groups

Family most important consumer buying

organization in society, and family
members constitute most influential
primary reference group.
FAMILY OF ORIENTATION consist of
parents and siblings.
FAMILY OF PROCREATION a more
direct influence on everyday buying
behavior. (e.g. Persons spouse and
children.)

ROLES AND STATUS

Role consists of the activities a persons is
expected to perform.
Each role
connotes a status.

 Personal characteristics that influence a

buyers decision include age and stage

of life cycle, occupation and economic
circumstances, personality and selfconcept, and lifestyle and values.

Age taste in food, clothes, furniture and

recreation.
Stage in the Life Cycle marriage,
childbirth, illness, relocation, divorce, first
job, career change, retirement and death.
Occupation Marketers try to identify the
occupational groups that have aboveaverage interest in their products and
services.

 Economic Circumstances recession =

redesign, reposition, and reprice their

products.
Personality
and
Self-Concept

consumer often choose brands with a

brand personality consistent with their
actual self-concept, although the match
may be based on consumers ideal selfconcept or even on others self-concept.

Sincerity down to earth, honest,

wholesome, and cheerful
Excitement daring, spirited, imaginative,
and up-to-date
Competence reliable, intelligent, and
successful
Sophistication upper-class and charming
Ruggedness outdoorsy and tough

 Lifestyle a persons pattern of living in

the world as expressed in activities,

interests, and opinions.
Money
Constrained
or
Time
Constrained.
Values the belief systems that underlie
attitudes and behavior.

 Motivation
Perception
Learning
Memory

Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Decision

Low-Involvement

Consumer

Making
Variety-Seeking Buying Behavior

Decision

Decision Heuristics
Framing
Mental Accounting

Organizational Buying decision-making

process by which formal organizations
establish the need for purchased products
and services and identify, evaluate, and
choose among alternative brands and
supplier.

Business Market consists of all the

organizations that acquire goods and
services that are sold, rented, or supplied to
others.
Similarities of Business Markets to
Consumer Markets
Understanding deep customer needs in
new way
Identifying new opportunities for organic
business growth

Improving value management techniques

and tools
Calculating better marketing performance

and accountability metrics

Competing and growing in global markets,

particularly in China

Countering the threat of product and

service commoditization
Gain support for marketing concept

Fewer, Larger Buyer

Close supplier-customer relationship
Professional purchasing
Multiple buying influences
Multiple sales call

Derived demand
Inelastic demand
Fluctuating demand
Geographically concentrated buyers
Direct Purchasing

Straight rebuy
Modified rebuy
New task

Initiators
Users
Influencers
Deciders
Approvers
Buyers
Gatekeepers

Problem recognition
General

need

description

specification
Supplier Search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review

and

product

Availability of alternatives
Importance of supply
Complexity of supply
Supply market dynanism