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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 Information Evaluation of


Recognition Search Alternatives

Purchase Post-Purchase
Decision 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
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 1%
Lower Upper 2%
Upper Middle 12%
Middle 32%
Working 38%
Upper Lower 9%
Lower Lower 7%
Group Influences
Brand Choice
Strong Weak
Product Choice

Public Luxuries Private Luxuries


Strong Golf Clubs TV Video Games
Snow Skis Ice Makers
Sail Boat Trash Compactors
Public Necessities Private
Weak Wrist Watch Necessities
Automobiles Mattresses
Dress Clothes Floor Lamps
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. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. 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 MotivePsychological
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 behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process
Consumer Buying
Behavior