Post on 16-May-2015
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.
Psychological Factors
Motivation:Freud
IdEgoSuper Ego
MaslowHierarchy of Needs
Psychological Factors
MotivationPerceptionPerception
The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world.
Selective ExposureSelective DistortionSelective Retention
Psychological Factors
MotivationPerception
LearningLearningChanges in an individual’s behavior arising form experience
Psychological Factors
MotivationPerception Learning
BeliefsBeliefsDescriptive thoughts that a person holds about something
Psychological Factors
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
Examples of Buying Motives:Psychological or Functional?
A girl wants to remember her grandmother on her birthday.Her primary motive is…?
Psychological
Examples of Buying Motives:Psychological or Functional?
A homemaker needs a new washing machine and has had good experiences with Sears.Her primary motive is …?
Functional
Examples of Buying Motives:Psychological or Functional?
A teacher wants to buy a practical car to be used for family transportation.Her/His primary motive is …?
Functional
Examples of Buying Motives:Psychological or Functional?
A career woman always buys Liz Claiborne clothes.Her primary motive is…?
Psychological
Examples of Buying Motives:Psychological or Functional?
An overweight 40 year old man wants to loose weight so that he can reduce his blood pressure.His primary motive is…?
Functional
Examples of Buying Motives:Psychological or 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