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Consumer Buying Behaviour

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Consumer Buying Behaviou

Consumer Buying Behavior refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption. Study consumer behavior to answer: How do consumers respond to marketing efforts the company might use?

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Model of Consumer Behavior

Product
Price Place Promotion

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Marketing and Other Stimuli

Economic
Technological Political Cultural

Buyers Decision Process

Buyers Black Box

Characteristics Affecting Consumer Behavior

Product Choice
Brand Choice Dealer Choice

Buyers Response

Purchase Timing Purchase Volume Purchase Amount

Characteristics Affecting Consumer Behavior

Culture

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Social
Personal Psychological Situational

Buyer

Factors Affecting Consumer Behavior: Culture:

Most basic cause of a person's Wants & Behavior A set of basic Values, Perceptions, wants & behaviour learned by a member of a society from family & other important institutions.

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Subculture
Groups of people with shared value systems based on common life experiences. Hispanic Consumers African American Consumers Asian American Consumers Mature Consumers South Indian Sindhi

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Social Class
People within a social class tend to exhibit similar buying behavior. Occupation Income Education Wealth

Factors Affecting Consumer Behavior: Social

Groups Membership Reference

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Family Husband, wife, kids Influencer, buyer, user

Social Factors

Roles and Status

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A consumer's behaviour is influenced by social factors, such as the

(i) Groups (ii) Family (iii) Roles and status

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Groups
Two or more people who interact to accomplish individual or mutual goals. A person's behavious is influenced by many small groups. Groups that have a direct influence and to which a person belongs are called membership groups. Some are primary groups includes family, friends, neighbours and co-workers. Some are secondary groups, which are more formal and have less regular interaction. These includes organizations like religious groups, professional association and trade unions.

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Family:Family members can strongly influence buyer behaviour. The family is the most important consumer buying organization society and it has been researched extensively. Marketers are interested in the roles, and influence of the husband, wife and children on the purchase of different products and services.

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Roles and Status :A person belongs to many groups, family, clubs, organizations. The person's position in each group can be defined in terms of both role and status.

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For example. M & "X" plays the role of father, in his family he plays the role of husband, in his company, he plays the role of manager, etc. A Role consists of the activities people are expected to perform according to the persons around them.

Factors Affecting Consumer Behavior:

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Personal
Personal Influences
Age and Family Life Cycle Stage Economic Situation Occupation

Personality & Self-Concept

Lifestyle Identification
Activities Opinions

Interests

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Age and Family Life Cycle Stage

People changes the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle.

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Occupation
A person's occupation affects the goods and services bought. Blue collar workers tend to buy more rugged work clothes, whereas white-collar workers buy more business suits

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Economic Situation
A person's economic situation will affect product choice

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Personality & SelfConcept

oEach person's distinct personality influence his or her buying behaviour. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one's own environment.

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Life Style Identifications

Life Style is a person's Pattern of living, understanding these forces involves measuring consumer's major AIO dimensions i.e. Activities (Work, hobbies, shopping, support etc) Interest (Food, fashion, family recreation) and Opinions (about themselves, Business, Products)

Factors Affecting Consumer Behavior:

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Psychological
Motivation

Beliefs and Attitudes

Psychological Factors

Perception

Learning

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Motivation : Motive (drive) a need that is sufficiently pressing to direct the person to seek satisfaction of the need

Perception : The process by which people select, Organize, and interpret information to form a meaningful picture of the world.

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Learning: Changes in an individuals behaviour arising from experience.

Beliefs & attitudes : Belief is a descriptive thought that a person holds about something Attitude, a Person's consistently favourable or unfavourable evaluations, feelings, and tendencies towards an object or idea

Maslows Hierarchy of Needs

Self Actualization
(Self-development)

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Esteem Needs
(self-esteem, status) Social Needs
(sense of belonging, love)

Safety Needs
(security, protection)

Physiological Needs
(hunger, thirst)

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Situational
Time Dimension Terms of Purchase Objectives Purchase States & Moods

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Bachon..

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