Name: Quach Hang Ngan

Class: Q416DH41ISB-5
Facilitator: Mai Trang Nguyen

Model of Consumer Behavior

We can measure
what, wheres,
and whens of
consumer buying
behavior. But its

Characteristics Affecting Consumer Behavior

Factors Influencing Consumer Behavior

Cultural Factors
1. Culture: - grow up in the society learns basic value
Ex: A child in US follows the values: achievement, success,
individualism.
- Marketers try to spot cultural shift.
Ex: healthy, fitness culture services, equipment,
organic foods.
2. Subculture: - a groups of people with share values based on common life.
- have 3 important subculture groups:
Hispanic American Consumers: Deeply family oriented.
Make shopping a family affair.
African American Consumers: Blacks.
Brands are important.
Ex:

Asian American Consumers:

Cross-cultural Marketing:

Its CoverGirl Queen

Collection is specially
Chineseformulated
Americans,to
Filipinos, Asian
Indians,celebrate
Vietnamese,
the Korean
beauty A
of&

Japan A.
They can be fiercely brand loyal.
appeals to consumer similarities
across subcultures rather than
differences

3. Social class:- the seven American social classes

- measured the combination of occupation, income, education, wealth, etc.

Social Factors
1. Groups and Social Network:- Word-of-mouth influent

opinion leaders ( the

influential or leading adopters)
Ex: The personal words and

recommendations of trusted friends.

- Buzz marketing: involves opinion
leaders to serve as
brand ambassadors.

have built a compre2. Family:

3. Roles and Status:

- Online
social network: Most
brands
Ex: Online
shoe-of-the-month
club
ShoeDazzle
has no shortage of big names to tout the
company, including
its media
cofounder
and chief
hensive social
presence.
fashion
stylist,
reality
star
Kim
Kardashian.
But
- husband, wife, children
the company
has learned
thatandits best
- usually choose
products appropriate
to their roles
Ex: Consider the various roles a working
mother plays. In her company, she may play
the role of a brand manager; in her family,
she plays the role of wife and mother; at her
favorite sporting events, she plays the role of
avid fan. As a brand manager, she will buy

Personal Factors
1. Age and Life-Cycle Stage:- People change the goods and services over their lifetime
- Shaped by the stage of the family life cycle.
2. Occupation:

- A company can even specialize in making products needed

by a given occupational group.

3. Economic Situation:

- Marketers watch trends in personal income, savings, and

interest rates.
4. Lifestyle:
- AIO dimensions activities, interest, opinions.
- Consumers dont buy products, they buy the values and life
style those products represent.
5. Personality and Self-Concept:- Unique psychological characteristics
- A brand personality:

Sincerity
Excitement
Competence
Sophistication
Ruggedness

- A self-concept ( self-image ): we are what we consume

Psychological Factors
1. Motivation: - Psychologists have developed theories of human motivation.
Sigmund Freud : assumed that people are largely unconscious
affected byforces
subconscious
about the real psychological
shapingmotives
their behavior
Ex: Thus, an aging baby boomer who buys
a sporty BMW convertible might explain
that he simply likes the feel of the wind in
his thinning hair. At a deeper level, he may
be trying to impress others with his

Abraham Maslow: needs spend time and energy on personal safety

; gaining the esteem of others.
they tries to satisfy the most important need first
when that need is satisfied(it will stop being a
motivator)
satisfy the next most important need
For example, starving people (physiological
need) will not take an interest in the latest
happenings in the art world (self-actualization
needs) nor in how they are seen or esteemed by
others (social or esteem needs) nor even in
whether they are breathing clean air (safety

2. Perception:

Selective attention: screen out most of the information

Selective distortion: interpret information in a way that will support
what they already believe.
Selective retention: consumers are likely to remember good points
made about a brand they favor and forget good
points made about competing brands.

: - Act Learn
Drives, stimuli, cues, responses, and reinforcement
4. Beliefs and Attitudes:
3. Learning

- Marketers are interested in the beliefs that people formulate

about specific products and services because these beliefs make
up product and brand images that affect buying behavior.

Types of Buying Decision Behavior

Complex Buying Behavior

Complex buying behavior when they are highly involved in a purchase and perceive significant
differences among brands. Consumers may be highly involved when the product is expensive,
risky, purchased infrequently, and highly self- expressive.

Dissonance-Reducing Buying Behavior

Dissonance-reducing buying behavior occurs when consumers are highly involved with an
expensive, infrequent, or risky purchase but see little difference among brands.

Habitual Buying Behavior

Habitual buying behavior occurs under conditions of low-consumer involvement and little
significant brand difference.

Variety-Seeking Buying Behavior

Consumers undertake variety-seeking buying behavior in situations characterized by low
consumer involvement but significant perceived brand differences. In such cases, consumers
often do a lot of brand switching.

THE BUYER DECISION PROCESS

The Buyer Decision Process for New Products

Awaren
ess

Intere
st

Evaluati
on

Trial

Adoptio
n