THE CONSUMER MARKET AND
CONSUMER BUYER BEHAVIOR
CONSUMER BUYING BEHAVIOR
Consumer buying behavior refers to the buying
behavior of final consumers---individuals and
households---who buy goods and services for
personal consumption.
These final consumers make up the consumer
market.
The central question for marketers is:
-“How do consumers respond to various marketing
efforts the company might use?”
KOTLER’S MODEL OF
CONSUMER BEHAVIOR
Amodel of consumer behavior
helps managers answer
questions about what
consumers buy, where they buy,
how and how much they buy,
when they buy and why they
buy.
Marketing Other Buyer
Stimuli Stimuli Responses
Buyer’s Black Box
Product Economic Buyer Buyer Product
character Decision choice
Price Technolo istic Process
gical Brand
Place choice
Cultural
Promotio Purchase
n Political timing
Purchase
amount
CULTURAL FACTORS
Wield the broadest and deepest
influence on consumer behavior.
The marketer needs to
understand the role played by
the buyers culture, subculture
and social class.
Culture is the most basic basis of a person’s
wants and behaviors.
1. Human behavior is largely learned.
2. A Filipino child learns to the following
values early in his or her life:
-Achievement and success
-Activity and involvement
-Efficiency and practicality
-Progress
-Material comfort
-Individualism
-Freedom
-Humanitarianism
-Youthfulness
-Fitness and Health
3. Marketers are always trying to spot
cultural shifts in order to imagine new
products that might be wanted.
SUBCULTURE
It
is a group of people with shared value
systems based on common life
experiences and situation.
It
might be nationality groups, religious
groups, racial groups or geographic area
groups.
Thereare other subcultural groups which
include:
ASIAN AMERICAN AFRICAN AMERICAN
CONSUMERS CONSUMERS
HISPANIC MATURE
CONSUMERS CONSUMERS
SOCIAL CLASS
Society’s relatively permanent and
ordered divisions in a society whose
members share similar values, interest
and behaviors.
Measured by a Combination of:
-Occupation,
-Income,
-Education,
-Wealth and
-Other Variables.
• Membership, reference or aspirational
Groups
• Most important consumer buying
organization
Family
• Person’s position in each group
Roles and
Status
SOCIAL FACTORS
A consumers behavior is influenced by
social factors. These include small groups,
family and social roles and status.
A group is two or more people who
interact to accomplish individual or
mutual goals. There are several
specialized group formations within the
larger configuration:
Membership Reference groups
groups have a have a direct or
direct influence on indirect influence on
a person’s behavior. the person’s
These are groups to behavior. People are
which a person often influenced by
belongs. these groups to
which they do not
belong.
FAMILY
Family members can strongly influence buyer
behavior. The family is the most important consumer
buying organization in society. As such, extensive
researches have been done about the Filipino family
as consumer. Marketers are interested in the roles
and influence of the husband, wife and children on
the purchase of different products.
ROLES AND STATUS
A role consists of the activities a person is expected to
perform according to the people around him or her.
Status is the general esteem given to a role by society.
Personal Influences
Age and Personality
Economic
Life Cycle Occupation and Self-
Situation
Stage Concept
Lifestyle Identification
Activities Interests Opinions
PERSONAL FACTORS
A buyer’s decisions are also influenced by personal
characteristics such the buyer’s age and life-cycle stage,
occupation, economic situation, lifestyle, personality and
self-concept.
The family life-cycle is composed of stages throughout
which families might pass as they mature over time.
A person’s occupation affects the goods and services that
he buys.
The economic level of the buyer is very important in
purchase consideration.
A lifestyle is a person’s pattern of living as
expressed in his or her psychographics.
Factors affecting one’s lifestyle include:
-Activities (work, hobbies, shopping, etc.)
-Interests (food, fashion, etc.)
-Opinions (about others, social issues, etc.)
Personality is defined as a person’s unique
psychological characteristics that lead to relatively
consistent and lasting responses to his or her
environment.
The self-concept describes the self-image.
Motivation
Psychological
Beliefs Factors
and Affecting Perception
Attitudes Buyer
Choices
Learning
PSYCHOLOGICAL FACTORS
A buyer’s choices are influenced by four major
psychological factors:
1. A motive (drive) is a need that is sufficiently
pressing to direct the person to seek satisfaction of
the need. A person has many needs at any given
time and they can be biological or psychological.
Several theories od motivation include:
-Freud’s theory assumed that people are largely
unconscious about the real psychological forces
shaping their behavior. Following this theory, a
person does not fully understand his or her
motivation.
-Maslow’s theory of motivation seeks to explain
why people are driven by particular needs at particular
times. Subscribing to this idea, a person would try to
satisfy the most important needs first.
Perception is the process by which people
select, organize and interpret information to form
a meaningful picture in the world. Differences in
perceptions can be accounted for three perceptual
processes:
- Selective attention is the tendency of people to
screen out most of the information to which they
are exposed.
- Selective distortion is the tendency of people to
interpret information in a way that will support
what they already believe.
- Selective relation is the tendency of people to
retain only part of information to which they are
exposed to.
Learning is described as changes in an individual’s
behavior arising from experience. Learning occurs
through the interplay of:
- A drive is a strong internal stimulus that calls for action.
- A drive becomes a motive when it is directed toward a
particular stimulus object.
- Cues are minor stimuli that determine when, where and
how the person responds.
- Cues can influence a buyer’s response to an impulse.
- If the experience is rewarding, then the response is
reinforced.
BELIEFS
It refers to the descriptive thought that a person has about
something.
It may be based on real knowledge, opinion, or faith.
Because beliefs make up product and brand images, they are
important to marketers. People tend to act on their beliefs.
ATTITUDE
It is a person’s consistently favorable or unfavorable evaluations,
feelings, and tendencies toward an object or idea.
A company should try to fit its product into its existing attitudes
rather than try to change them.
