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Consumer buying behavior
Consumer market
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MODEL OF CONSUMER BEHAVIOR
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CHARACTERISTICS AFFECTING
CONSUMER BEHAVIOR
Cultural Social Personal Psychological
factors factors factors factors
Age & Life-
Cycle stage
Motivation
Groups
Culture Occupation
Perception
Family
Subculture Economic
Learning
Situation
Roles and
Social Class
Status Beliefs &
Lifestyle
Attitudes
Personality
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The Major Social Classes
Upper class
Upper-Uppers
Income Lower-Uppers
Middle class
Occupation Upper-Middles
Middle Class
Education
Working class
Significant Variety-Seeking
Complex Buying
differences Buying
Behavior
between brands Behavior
Dissonance-
Few differences Reducing Habitual Buying
between brands Buying Behavior
Behavior
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THE BUYER DECISION PROCESS
(5 stages)
Stage 1
Need The consumer recognizes a problem or
recognition need.
Stage 2
Information The consumer is aroused to search for
search more information.
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Sources to obtain information
Advertising, salespeople,
Commercial sources
packaging, Web sites, displays
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Stage 3
Stage 4
Purchase
The consumer actually buys the product.
decision
The factors that come between the
purchase intension and the purchase
decision –
• Attitudes of others
• Unexpected situational factors
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Stage 5
Post The consumer takes further action after
purchase purchase based on their satisfaction or
behavior dissatisfaction.
Dissatisfaction:
Satisfaction:
Delight:
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Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
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