Chapter 2 consumer buying behavior
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Transcript of Chapter 2 consumer buying behavior
Chapter 2
Consumer Buying Behavior
Prepared by:Nor Izzuddin Bin Norrahman
Lecturer of Management, Banking & Islamic FinanceAstin College
Content…
• Consumer Buying Behavior (CBB)
• Characteristics Affecting Consumer Behavior
– Cultural
– Social
– Personal
– Psychological
Definition of CBB…
• Refers to the BUYING BEHAVIOR of finalconsumers or market
• Consumer market consists of all theindividuals and households who buy oracquire goods and services for personalconsumption.
Model of consumer behavior
Marketing & Other Stimuli
Product
Price
Place
Promotion
Buyer’s Black Box
Buyer Characteristics
Buying decision process
Buyer Response
Characteristics Affecting CBB…
• Cultural Factors
– Exert the broadest and deepest influence on consumer behavior.
– Marketer needs to understand the role played by the buyer’s culture, subculture, and social class.
Cultural factors
Culture SubcultureSocial Class
• Culture– The most basic cause of a person’s wants and
behavior.
– Growing up in society, a child learns basic values, perceptions, wants, and behaviors from family and other important institutions.
– Cultural values are widely held beliefs that state what is desirable and have some influence on behavior.
– It also influence our consumption.
• Subculture– Each culture contains smaller subcultures, or
group of people with shared value system based on common life experiences and situations.
– Includes nationalities, religions, racial groups, and geographic regions.
– Many subcultures make up important market segments.
– Marketer usually design their products and services according to the subcultures needs.
• Social Class– Almost all society has some form of social class
structure.
– Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.
– It is not determined by a single factor (Exm: Income)
– It is measured by a combination of occupation, income, education, wealth and other variables.
Characteristics Affecting CBB…
• Social factors
– Consumer’s behavior also influenced by social factors, such as the consumer’s small groups, family, social roles and status.
Social factors
Small groups
FamilyRoles & status
• Groups– Groups have direct influence and to which person
belongs are called membership groups.
– In contrast, reference groups serve as direct (Face-to-face) or indirect points of comparison or reference in forming person’s attitudes.
– People often are influenced by reference groups to which they do not belong.
– Example: Teenager who played soccer hopes to play for the national team.
• Family– Family members can strongly influence buyer
behavior.
– There is roles and influence of the husband, wife, and children on the purchase of different products and services.
– Husband-wife involvement varies widely by product category and by stage in the buying process.
– Buying roles change with evolving consumer lifestyles.
• Roles and status– A person belongs to many groups – family, clubs,
organizations.
– The person’s position in each group can be defined in terms of both roles and status.
– A role consists of the activities people are expected to perform according to the persons around them.
– Each role carries a status reflecting the general esteem given to it by society.
Characteristics Affecting CBB…
• Personal Factors– A buyer’s decisions also are influenced by
personal characteristics such as the buyer’s:• Age
• Occupation
• Economic
• Situation
• Lifestyle
• Personality
• Self-Concept
• Age and life-cycle stage
– People change the goods and services they buy over their lifetimes.
– Buying is also shaped by the stage of the family life cycles, the stages through which families might pass as they mature over time.
– However, today marketers prefer to focus on alternative, non-traditional stages. (Exp: unmarried
couples, single parents, childless parents)
• Occupation– Occupation affects buying behavior. (white vs blue
collar)
• Economic Situation– Recess in economic will resulting consumers tent to
save money rather than spending
• Lifestyle– Involving Activities, Interest and Opinion (AIO)
• Personality and self-concept– Unique psychological characteristics.– Self-confidence, dominance, sociability
Characteristics Affecting CBB…
• Psychological Factors
– A person’s buying choices are further influenced by four major psychological factors.
Psychological Factors
Motivation Perception LearningBeliefs & Attitudes
• Motivation
– Can be viewed as an internal force that directs people to act in a particular way to satisfy a particular need.
– Arising from the need.
– Needs become motive when it is aroused to a sufficient level of intensity.
– Motive will direct person to seek satisfaction.
• Perception
– Is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
– A motivated person is READY to act.
– HOW the person acts is influenced by his/her perception of the situation.
– All people receive info from 5 senses,
– But interpret the info in individual way
• Learning– Describes changes in an individual’s behavior
arising from experience.
– Learning occurs interplay of:• Stimulus
– Environment that capable of eliciting a response
• Drive– Is a motivating force that directs behavior
• Response– Reaction to the stimulus and drive
• Reinforcement– Reward or punishment receive as a result of your response
• Beliefs & Attitudes
– Belief : a descriptive thought that a person has about something.
– Example?
– Attitude: person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
– Example?