Professional Documents
Culture Documents
Consumer Buyer
Behavior
Learning Goals
1. Define the consumer market and construct a
model of consumer buyer behavior
2. Name the four factors that influence buyer
behavior
3. List and understand the types of buying
decision behavior and stages in the process
4. Describe the adoption and diffusion process
for new products
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Definitions
Consumer buyer behavior refers to the
buying behavior of final consumers –
individuals and households who buy
goods and services for personal
consumption
All of these final consumers combine
to make up the consumer market
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Model of Buyer Behavior
Characteristics Affecting
Consumer Behavior
Culture
Key Factors Forms a person’s wants and
behavior
Subculture
Cultural Groups with shared value
systems
Social
Social Class
Personal Society’s divisions who
share values, interests and
Psychological behaviors
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Characteristics Affecting
Consumer Behavior
Groups
Key Factors
Membership
Reference
Aspirational
Cultural Opinion leaders
Buzz marketing
Social
Family
Personal Many influencers
Psychological Roles and status
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Characteristics Affecting
Consumer Behavior
Age and life cycle
Key Factors Occupation
Economic situation
Cultural Lifestyle
Activities, interests and
Social opinions
Personal Lifestyle segmentation
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Personal Factors
Family Life Cycle stages throughout which
families pass as they mature over time
Stages in family life cycle:
1.bachelor stage
2.newly married couples, no children
3.full nest 1; youngest child under 6
4.full nest 2; youngest child 6 or over
5. full nest 3; older married couples with dependent children
6.empty nest 1; older married couples no children with them
7. empty nest 1; older married couples no children at home;retired
8.solitary survivor, working
9.solitary survivor, retired
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Personal Factors
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Personal Factors
Lifestyle a person’s pattern of living as
expressed in his activities, interests and
opinions
Psychographics technique of measuring lifestyles
and developing lifestyle classifications
Major dimensions measured are:
Activities (work, hobbies, social events, entertainment,
shopping, sports,vacation)
Interests (family, home, job, recreation, fashion, food,
media, achievements)
Opinions (themselves, social issues, politics, business,
economics, products, future)
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Brand Personality Dimensions
Sincerity Excitement
Ruggedness Competence
Sophistication
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Characteristics Affecting Consumer
Behavior
Motivation
Key Factors
Perception
Learning
Cultural
Beliefs and attitudes
Social
Personal
Psychological
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Psychological Factors
Motivation
A motive is a need that is sufficiently
pressing to direct the person to seek
satisfaction
Motivation research Looks for hidden
and subconscious motivation
Maslow ordered needs based on how
pressing they are to the consumer
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Maslow’s Hierarchy of Needs
Psychological Factors
Perception
Perception is the process by which people
select, organize, and interpret information.
Perception Includes:
Selective attention
Consumers screen out information
Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
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Psychological Factors
Learning
Learning describes changes in an individual’s
behavior arising from experience
Learning occurs through
Drives
Internal stimulus that calls for action
Stimuli
Objects that move drive to motive
Cues
Minor stimuli that affect response
Reinforcement
Feedback on action
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Psychological Factors Beliefs
and Attitudes
Belief
a descriptive thought about a brand or service
may be based on real knowledge, opinion, or
faith
Attitude
describes a person’s evaluations, feelings and
tendencies toward an object or idea
They are difficult to change
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Types of Buying
Decision Behavior
The Buying Roles
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The Buyer Decision Process
The Buyer Decision
Process
Needs can be triggered
Process Stages by:
Internal stimuli
Need recognition
Normal needs
Information search become strong
Evaluation of enough to drive
alternatives behavior
Purchase decision External stimuli
Postpurchase behavior Advertisements
Friends of friends
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The Buyer Decision
Process
Consumers exhibit
Process Stages heightened attention or
actively search for
information
Need recognition
Sources of information:
Information search
Personal
Evaluation of
alternatives Commercial
Purchase decision Public
Postpurchase behavior Experiential
Word-of-mouth
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Information Search
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Evaluation of Alternatives
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The Buyer Decision
Process
Satisfaction is important:
Process Stages Delighted consumers
engage in positive word-
Need recognition of-mouth.
Information search Unhappy customers tell
Evaluation of on average 11 other
alternatives people.
Purchase decision Cognitive dissonance is
common
Postpurchase behavior
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Buyer Decision Process for
New Products
New Products
Good, service or idea that is perceived by
customers as new.
Stages in the Adoption Process
Marketers should help consumers move
through these stages.
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Stages in the Adoption Process
Awareness: Consumer is aware of
product, but lacks information.
Interest: Consumer seeks
Information about new product.
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