Marketing: Consumer Markets &
Consumer Buying Behaviour
Consumer Buying BehaviourConsumer behaviour refers to the mental and emotional process and the observable behaviourof consumers during searching, purchasingand post consumption of a product or service.
Study Consumer Behaviour To Answer What Consumers Buy? How do they buy? When do they buy? Where do they buy? Why do they buy?
Consumer Behaviour Model
Characteristics that affectConsumer Behaviour• Psychological• Personal • Social• Cultural
Psychological Factors • Motivation - Maslow’s theory • Perception - Selective Attention (Notebook vs Desktop) - Selective Distortion (Diet Coke vs Diet Pepsi) - Selective Retention • Learning • Beliefs & Attitudes
Maslow’s Hierarchy of Needs
Personal Factors• Age & Life-Cycle Stage - Tastes in food, clothes, furniture, etc• Occupation - Blue Collar vs White Collar• Economic Situation - Affected by income/wealth• Life Style - AIO (Activity. Interest. Opinion Dimensions) - VALS (Values, Attitudes & Life-Style) Framework
VALS Framework
• Personality and Self-Concept - Sincerity - Friendliness - Ambitiousness - Dogmatism - Introversion - Extroversion - Sophistication - Competitiveness - Ruggedness
Social Factors• Groups - Membership Groups - Reference Groups - Opinion Leaders - Aspirational Group - Dissociative Group
• Family - Most Important ‘Buying’ Organization
• Roles & Status
Cultural FactorsCulture influences on buying behaviour verygreatly.
Sub-culture- Smaller groups of people within culture with
shared value system- Nationalities, religions, Social Groups
Social Class- Class is defined by a combination of occupation,
income, education, wealth and other variables.
The Buying Decision Process• Buying Roles - Initiator - Influencer - Decider - Buyer - User
• Buying Behaviour
Four Types of Buying Behaviour
Stages of The Buying Decision Process
• Need Recognition - Internal Stimuli - External Stimuli
• Information Search - Personal Sources - Commercial Sources - Public Sources - Experiential Sources
Successive Sets Involved in
Customer Decision Making
Evaluation of Alternatives
Purchase Decision
Post Purchase Behaviour
The Buying Decision Processfor
New Products
Influences on the Rate of Adoption of New Products
Impulse Buying
Thank You :)
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