Consumer Buying Behavior 1224306263086720 9
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Consumer Buying Behavior
Learning Objectives Understand the major factors influencing consumer behavior Know and recognize the types of buying decision behavior Understand 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
Purchase Decision
Information Search
Evaluation of Alternatives
Post-Purchase Evaluation
Types of Buying Behavior Routine Response Limited Decision Extension Decision Impulse Buying
Factors Influencing Consumer Behavior Personal Psychological Social Cultural
Personal Factors Age Life-Cycle Stage
Stages in Family Life-Cycle 1. 2. 3. 4. 5. 6. 7. 8. 9.
Single Newly Married Couples Full Nest I Full Nest II Full Nest III Empty Nest I Empty Nest II Solitary Survivor Solitary Survivor, Retired
Personal Factors Age Life-Cycle Stage Occupation Economic Circumstances Life Style
Psychological Factors “Wants”
Based on a want or desire to have something. Not a necessity.
Psychological Factors Motivation: Freud Id Ego Super Ego
Maslow Hierarchy of Needs
Psychological Factors Motivation Perception
The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world. Selective Exposure Selective Distortion Selective Retention
Psychological Factors Motivation Perception Learning
Changes in an individual’s behavior arising form experience
Psychological Factors Motivation Perception Learning Beliefs
Descriptive thoughts that a person holds about something
Psychological Factors Motivation Perception Learning Beliefs Attitudes
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 Lower Upper Upper Middle Middle Working Upper Lower Lower Lower
1% 2% 12% 32% 38% 9% 7%
Group Influences Brand Choice Strong
Product Choice
Public Luxuries Strong Golf Clubs
Weak
Weak Private Luxuries TV Video Games
Snow Skis
Ice Makers
Sail Boat
Trash Compactors
Automobiles
Mattresses
Dress Clothes
Floor Lamps
Public Necessities Private Necessities Wrist Watch
Family Influence on Buying Behavior Husband-Dominant Wife-Dominant Equal
Culture & Subcultures Cultures The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment
Subcultures Groups of individuals who have similar value and behavior patterns within the group but differ from those in other groups.
Adoption Process 1. 2. 3. 4. 5. 6.
Awareness Interest Evaluation Trial Decision 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 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.
Functional MotivePsychological Motive
Learning Objectives-Reviewed Understand the major factors influencing consumer behavior Know and recognize the types of buying decision behavior Understand the stages in the buying decision process
Consumer Buying Behavior
Consumer Buying Decision Process Problem Recognition
Purchase Decision
Information Search
Evaluation of Alternatives
Post-Purchase Evaluation
Learning Objectives Understand the major factors influencing consumer behavior Know and recognize the types of buying decision behavior Understand 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
Purchase Decision
Information Search
Evaluation of Alternatives
Post-Purchase Evaluation
Types of Buying Behavior Routine Response Limited Decision Extension Decision Impulse Buying
Factors Influencing Consumer Behavior Personal Psychological Social Cultural
Personal Factors Age Life-Cycle Stage
Stages in Family Life-Cycle 1. 2. 3. 4. 5. 6. 7. 8. 9.
Single Newly Married Couples Full Nest I Full Nest II Full Nest III Empty Nest I Empty Nest II Solitary Survivor Solitary Survivor, Retired
Personal Factors Age Life-Cycle Stage Occupation Economic Circumstances Life Style
Psychological Factors “Wants”
Based on a want or desire to have something. Not a necessity.
Psychological Factors Motivation: Freud Id Ego Super Ego
Maslow Hierarchy of Needs
Psychological Factors Motivation Perception
The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world. Selective Exposure Selective Distortion Selective Retention
Psychological Factors Motivation Perception Learning
Changes in an individual’s behavior arising form experience
Psychological Factors Motivation Perception Learning Beliefs
Descriptive thoughts that a person holds about something
Psychological Factors Motivation Perception Learning Beliefs Attitudes
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 Lower Upper Upper Middle Middle Working Upper Lower Lower Lower
1% 2% 12% 32% 38% 9% 7%
Group Influences Brand Choice Strong
Product Choice
Public Luxuries Strong Golf Clubs
Weak
Weak Private Luxuries TV Video Games
Snow Skis
Ice Makers
Sail Boat
Trash Compactors
Automobiles
Mattresses
Dress Clothes
Floor Lamps
Public Necessities Private Necessities Wrist Watch
Family Influence on Buying Behavior Husband-Dominant Wife-Dominant Equal
Culture & Subcultures Cultures The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment
Subcultures Groups of individuals who have similar value and behavior patterns within the group but differ from those in other groups.
Adoption Process 1. 2. 3. 4. 5. 6.
Awareness Interest Evaluation Trial Decision 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 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.
Functional MotivePsychological Motive
Learning Objectives-Reviewed Understand the major factors influencing consumer behavior Know and recognize the types of buying decision behavior Understand the stages in the buying decision process
Consumer Buying Behavior
Consumer Buying Decision Process Problem Recognition
Purchase Decision
Information Search
Evaluation of Alternatives
Post-Purchase Evaluation
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