Consumer Buying Behavior

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Consumer Buying Behavior : 

Consumer Buying Behavior

Learning Objectives : 

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 : 

Consumer Market Consists of all the individuals and households who buy or acquire goods and services for personal consumption.

Consumer Buying Decision Process : 

Consumer Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Evaluation

Types of Buying Behavior : 

Types of Buying Behavior Routine Response Limited Decision Extension Decision Impulse Buying

Factors Influencing Consumer Behavior : 

Factors Influencing Consumer Behavior Personal Psychological Social Cultural

Personal Factors : 

Personal Factors Age Life-Cycle Stage

Stages in Family Life-Cycle : 

Stages in Family Life-Cycle 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 : 

Personal Factors Age Life-Cycle Stage Occupation Economic Circumstances Life Style

Psychological Factors : 

Psychological Factors “Wants” Based on a want or desire to have something. Not a necessity.

Psychological Factors : 

Psychological Factors Motivation: Freud Id Ego Super Ego Maslow Hierarchy of Needs

Psychological Factors : 

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 : 

Psychological Factors Motivation Perception Learning Changes in an individual’s behavior arising form experience

Psychological Factors : 

Psychological Factors Motivation Perception Learning Beliefs Descriptive thoughts that a person holds about something

Psychological Factors : 

Psychological Factors Motivation Perception Learning Beliefs Attitudes Enduring favorable or unfavorable cognitive evaluations emotional feelings and action tendencies

Functional Factors : 

Functional Factors “Needs” Need over wants. Delivers to a real “need” to have something.

Social Class : 

Social Class Relatively homogenous, enduring divisions in a society, hierarchically ordered with members sharing similar values, interests, and behaviors.

American Social Classes : 

American Social Classes Upper Upper 1% Lower Upper 2% Upper Middle 12% Middle 32% Working 38% Upper Lower 9% Lower Lower 7%

Group Influences : 

Group Influences Strong Weak Strong Weak Brand Choice Product Choice

Family Influence on Buying Behavior : 

Family Influence on Buying Behavior Husband-Dominant Wife-Dominant Equal

Culture & Subcultures : 

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 : 

Adoption Process Awareness Interest Evaluation Trial Decision Confirmation

Examples of Buying Motives:Psychological or Functional? : 

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? : 

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? : 

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? : 

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? : 

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? : 

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? : 

Examples of Buying Motives:Psychological or Functional? A homeowner needs to mow their lawn. Their primary motive is…? Functional

Consumer Buying Behavior Competency : 

Consumer Buying Behavior Competency

Consumer Buying Behavior Competency : 

Consumer Buying Behavior Competency

Learning Objectives--Reviewed : 

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 Behavior THE END

Consumer Buying Decision Process : 

Consumer Buying Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchase Evaluation

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