consumer buying behavior

Consumer Buying Behavior

Learning Objectives

Understand the major factors influencing consumer behaviorKnow and recognize the types of buying decision behaviorUnderstand the stages in the buying decision process

Consumer Market

Consists of all the individuals and households who buy or acquire goods and services for personal consumption.

Consumer Buying Decision Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-PurchaseEvaluation

Types of Buying Behavior

Routine ResponseLimited Decision Extension DecisionImpulse Buying

Factors Influencing Consumer Behavior

PersonalPsychologicalSocialCultural

Personal Factors

AgeLife-Cycle Stage

Stages in Family Life-Cycle

1. Single2. Newly Married Couples3. Full Nest I4. Full Nest II5. Full Nest III6. Empty Nest I7. Empty Nest II8. Solitary Survivor9. Solitary Survivor, Retired

Personal Factors

AgeLife-Cycle StageOccupationEconomic CircumstancesLife Style

Psychological Factors

“Wants”Based on a want or desire to have something. Not a necessity.


Motivation:Freud

IdEgoSuper Ego

MaslowHierarchy of Needs


MotivationPerceptionPerception

The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world.

Selective ExposureSelective DistortionSelective Retention


MotivationPerception

LearningLearningChanges in an individual’s behavior arising form experience


MotivationPerception Learning

BeliefsBeliefsDescriptive thoughts that a person holds about something


MotivationPerceptionLearningBeliefsAttitudesAttitudes

Enduring favorable or unfavorable cognitive evaluations emotional feelings and action tendencies

Functional Factors

“Needs”Need over wants. Delivers to a real “need” to have something.

Social Class

Relatively homogenous, enduring divisions in a society,

hierarchically ordered with members sharing similar

values, interests, and behaviors.

American Social Classes

Upper Upper 1%Lower Upper 2%Upper Middle 12%Middle 32%Working 38%Upper Lower 9%Lower Lower 7%

Group Influences

Public LuxuriesGolf ClubsSnow SkisSail Boat

Private LuxuriesTV Video GamesIce MakersTrash Compactors

Public NecessitiesWrist Watch AutomobilesDress Clothes

Private NecessitiesMattressesFloor LampsRefrigerators

Strong Weak

Strong

Weak

Brand Choice

Prod

uct C

hoice

Family Influence on Buying Behavior

Husband-DominantWife-DominantEqual

Culture & Subcultures

CulturesThe accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment

SubculturesGroups of individuals who have similar value and behavior patterns within the group but differ from those in other groups.

Adoption Process

1. Awareness2. Interest3. Evaluation4. Trial5. Decision6. Confirmation

Examples of Buying Motives:Psychological or Functional?

A senior wants to impress his date at the prom .His primary motive is …?

Psychological


A girl wants to remember her grandmother on her birthday.Her primary motive is…?

Psychological


A homemaker needs a new washing machine and has had good experiences with Sears.Her primary motive is …?

Functional


A teacher wants to buy a practical car to be used for family transportation.Her/His primary motive is …?

Functional


A career woman always buys Liz Claiborne clothes.Her primary motive is…?

Psychological


An overweight 40 year old man wants to loose weight so that he can reduce his blood pressure.His primary motive is…?

Functional


A homeowner needs to mow their lawn. Their primary motive is…?

Functional

Consumer Buying Behavior Competency

Functional Motive

Psychological Motive

The price is 40 cents off the regular price.

It never needs ironing.

Diamonds are forever.

Serving you since 1971.

Ninety-day warranty.

Consumer Buying Behavior Competency

Functional Motive

Psychological Motive

Running shoe with built-in arch.

It’s all the rage—colored action wear and style.

Wheaties—the breakfast of champions!

Steel-belted radial tires warranted for 40,000 miles

A watch—a gift she will treasure always.

Learning Objectives--Reviewed

Understand the major factors influencing consumer behaviorKnow and recognize the types of buying decision behaviorUnderstand the stages in the buying decision process

Consumer Buying Behavior

Consumer Buying Decision Process

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Post-PurchaseEvaluation

consumer buying behavior

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