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Understanding Consumer Buyer Behavior

This document discusses the key factors that influence consumer buyer behavior: cultural, social, personal, and psychological. It provides examples of each factor and how marketers use this information. Cultural factors include shared customs and values that shape behavior. Social factors involve interactions with others and observing trends. Personal characteristics like age, income level, and lifestyle affect purchasing decisions. Psychological factors relate to motivation, perceptions, learning, and attitudes. The document then analyzes social and personal factors specifically for Apple iPhones. It also explains how marketers apply understanding of these four forces to target consumers and influence buying behavior.

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107 views19 pages

Understanding Consumer Buyer Behavior

This document discusses the key factors that influence consumer buyer behavior: cultural, social, personal, and psychological. It provides examples of each factor and how marketers use this information. Cultural factors include shared customs and values that shape behavior. Social factors involve interactions with others and observing trends. Personal characteristics like age, income level, and lifestyle affect purchasing decisions. Psychological factors relate to motivation, perceptions, learning, and attitudes. The document then analyzes social and personal factors specifically for Apple iPhones. It also explains how marketers apply understanding of these four forces to target consumers and influence buying behavior.

Uploaded by

Positive thinking
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
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Chapter 5: Consumer

Markets and Consumer


Buyer Behavior
Kira Higgins
Jackie Reyes
Roberto Ornelas
Paul Lara
What is Consumer Buyer
Behavior?

Consumer Buyer Behavior refers to the buying


behavior of final consumers-individuals and
households that buy goods and services for
personal consumption.
Model of Consumer Buyer
Behavior
Forces that Influence Buyer
Behavior
Cultural
Social
Personal
Psychological
Cultural
-Cultural factors include the ideas, customs,
and values shared between consumers that
influence their buying behavior.

● Culture
● Subcultures
● Social Class
Social
-Social factors influence buyers through
interaction with others and the trends
observed.

● Small groups
● Family
● Social roles and status
Personal
-Personal factors include the characteristic
and interests pertaining to an individual
buyer.

● Age and life cycle stage


● Occupation
● Economic Situation
● Lifestyle
● Personality and self-concept
Psychological
-Psychological factors influence the mental
and emotional aspects of a buyer’s decision to
enter the market.

● Motivation
● Perception
● Learning
● Beliefs and attitudes
Model of Factors that Influence
Buyer Behavior
Apple iPhones

● Social Factors

● Personal Factors
Social Factors for Apple iPhones
Membership groups: small groups of people that a person
may belong to and is directly influenced by.
● Friends
● Co-workers
● Teammates
● Church groups Membership groups can
influence one’s purchase of
an iPhone.
Social Factors for iPhone
Reference groups: groups of people that an individual does
not belong to but serves as an indirect point of comparison
in forming an attitude or behavior.

-40% of teenagers own an


iPhone
-Perhaps, because they
are following their
opinion leader
Personal Factors for Apple iPhones
Life-Style: A person’s pattern of living as expressed in his
or her activities, interests, and opinions.

Apple Includes products


like the fitbit to appeal to
consumers activities and
interests for exercise and
healthy living.
Personal Factors for Apple iPhones
Motivation/Motive: A need that is sufficiently pressing to
direct the person to seek satisfaction of the need.
This Motive is one of the
driving forces to convince Apple releases new
consumers what they are iPhones yearly because
buying is something they of consumers’ motive to
must have. own the latest
technology.
Marketers use of the 4 Forces
Marketers use of Social Force
Marketers learn about consumers through
social networks to influence their buying
behavior.

Recently more companies use sites


like Instagram and Facebook to
market their products to specific
social groups as trends.
Marketers use of Personal Force
Marketers analyze characteristics
and buying behaviors of individuals

-Age and way of life


-Purchasing power/revenue
-Lifestyle
-Self-concept
-Personality
When you’re buying a product...
...Have you thought of why it appeals to you?
...What made you choose that brand?
...Have forces influenced you to purchase?

The major Forces that affect buyer behavior


● Cultural
● Social
● Personal
● Psychological
References
Arthur, C. (2011, October 6). Why do some people really hate Apple? The Guardian.
Retrieved from http://www.theguardian.com/technology/2011/oct/06/why-do-
people-hate-apple

Handley, M. (2012, October 12). Generation Spoiled? 40 Percent of Teens Have iPhones. U.S.
News. Retrieved from http://www.usnews.com/news/articles/2012/10/12/generation-spoiled-
4
0-percent-of-teens-have-iphones

Kotler, P., & Armstrong, G. (2014). Consumer Martets and Consumer Buyer Behavior. In
Principles of marketing (5th ed.). Upper Saddle River, N.J.: Person Education.

The Consumer FactorConsumer Insights, Market Research, Consumer Behavior &


Neuromarketing. (n.d.). Retrieved September 19, 2014, from http://theconsumerfactor.com/
en/4-factors-influencing-consumer-behavior/

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