This document outlines key concepts related to consumer buyer behavior and the consumer decision-making process. It discusses how cultural, social, and personal characteristics influence consumer behavior. It also describes the consumer buying process and different types of buying decisions. The central concept is a model of consumer behavior that shows how marketing and other stimuli interact with a consumer's characteristics and decision process to influence their responses.
2. LEARNING OBJECTIVES
After reading this chapter, students should:
Know how consumer characteristics influence buying
behavior
Know what major psychological processes influence
consumer responses to the marketing program
Know how consumers make purchasing decisions
Know how marketers analyze consumer decision making
3. Consumer Buyer Behavior
&
Consumer Market
Consumer Buyer Behavior
The buying behavior of final consumers—individuals and
households who buy goods and services for personal
consumption.
Consumer Market
All the individuals and households who buy goods and services for
personal consumption.
4. Model of Consumer Behavior
Marketing and other stimuli
Marketing Other
Product Economic
Price Technological
Place Political
Promotion Cultural
Buyer’s Black Box
Buyer Buyer
Characteristics decision
process
Buyer Responses
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
5. What do we need to study to understand
the black box?
Characteristics affecting Buyer Behavior
Types of Buying Behavior
Buyer Decision process
9. Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior
10. Buyer decision process for new
products
New products:
A good , service , or idea that is perceived by
some potential customers as new:
Adoption process:
The mental process through which an individual
passes from first hearing about an innovation to
final adoption
12. Consumer
Behavior
Cultural Social
•Age &
Lifecycle
•Occupation
•Economic
•situation
•Lifestyle
•Personality
self concept
•Motivation
•Maslow’s
Hierarchy of
Needs
•Perception
•Learning
•Beliefs &
•Attitudes
Culture
Subculture
Social
Class
Nationalities
Religions
Racial groups
Geographic
regions
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
Reference
groups
•Membership
groups
•Primary
groups
•Secondary
groups
•Aspiration
groups
•Dissociative
groups
Family
•Family of
Orientation
•Family of
Procreation
Roles and
Status
Personal
Psychologic
al
Types of Buying
Decision
Behaviors
•Complex Buying
behavior.
•Dissonance –
Reducing Buying
Behavior
•Habitual Buying
Behavior.
•Variety-seeking Buying
Behavior.
•Problem
Recognition
•Information
Search
•Personal
•Public
•Experiential
•Commercial
•Evaluation
•Purchase
Decision
•Post purchase
Behavior
Consumer
Buying
Process
Notes de l'éditeur
Consumer make a lot of purchasing on daily basis and it is the main focus of the marketrs efforts, in means it is the main hub of the marketers efforts, most of the companies perform research on consumer buying behavior to find out What they buy Where they buyHow they buyWhen they buy Why they buyMarketers do study actual buying behavior to have the ans of what they buy where they buy how they buy and when they buy but one of the most important question still there why they buy, finding the ans of this question is not so easy because it prevail in the mind of he customer.
Consumer Buyer Behavior: The process by which individualssearch for, select, purchase, use, and dispose of goods and services, in satisfaction of their needs and wants. See also consumer decision making.
Consumer black box: a model used in the study of the buying behavior of consumers; the model assumes that what takes place in the consumer's "black box" of the consumer's mind can be inferred from a study of observed stimuli and responses. Most of the time consumer don’t know actualy what does affect on their purchases , what factors does influence , one of the marketing expert says that mind is like a computer with storage comoponets where brand logos and product information is being stored and can be accessed cleverly through ads and promotional materialThe centeral question for the marketer is that how does customers of consumers responed to the certain marketing activities they
Culture : the set of basis values perceptions wants and behaviors learned by a member through society and the marketers should also focus on the cultural shifts if they are unable to do it successfully so results will be quite different from their expectations (for example: the recent cultural shift is towards health conscionusness , and fitness which ehnace the demand of excriseing equipment and less fat food as well as casual colthing .. Another example off culutural shift is the cosmetic use of males , for looking more fair and attractive this cultural trend is being analysis by the emni fair men ganinrnivea for men.Subculture: a group of people who shared smilliar values wants and buying behaviors .. It can be on religious like hindu , muslimchirstan and marketers developed their product according to their regional need and other example of the sub culture is the region provide interesting basis such as punjab in pakistan it belongs more than 60 percent of pakistanspoplution from punjab , they are more religious, sufi , extro word wants to enjoy their lives and this fact represents in their life style clothing and celebraltions like basant, marriages and bangra dances.Social classes are relatively perment division of the socity not only one basis like income also on the other factors like education, lifestyle and wealth.Reference group = aspirational groups ( to whom we belong is the membership group)Youngstars like to be like wasimakram and shahidafridiOpionion leader from p And G Vocal point strategy :Family : brookee bond red label india
1. Complex buying behavior: high involvement purchase high price but no clear difference about the product example : computers2. Dissonance reducing buying behavior: high involvement decision with little difference between the products.. Example : furniture items3. Variety seeking buying behavior: low involvement decision but significance product difference in such case switching is high example: biscuit purchase4.Habitual buying behavior : when decision making become habit like purchasing of salt.