ACTIVITIES

1. From your own consumption experience, what

are the steps you go through when buying your
schools supplies?
2. In purchasing chocolate and candies products
what most do you considered in buying?
3. Based on the video presentation what did you
observed in regards their wants and needs after
their shopping galore?
Learning Objectives :
1. Identify and describe the factors that are
influencing consumer behavior.
2. Identify and describe the buying roles.
3. Differentiate the buying behavior and
decision-making of individuals/household
customer versus the business
(organizational) customer.
4. Formulate a decision from several
alternatives.
What is Consumer Behavior?
is defined as the study of consumers
and the processes they use to
choose, use, or consume, and
dispose product and services.
 What are the factors
Influencing Consumer
Behavior?
 a. Culture
- Merian-Webster defines culture as
the totality of the inherited ideas, beliefs,
values, and knowledge, which constitute
the shared bases of social action.
b. Social
- social factors, such as group, family,
role, and status would influence consumer
behavior.
c. Personal
- personal factors like age, life stage,
occupation, economic situation, lifestyle,
personality, and self-concept will influence
behavior.
d. Psychological
- psychological factors like motivation,
perception, learning, beliefs and attitudes
will influence behavior.
 What is consumer Buying Roles?

Buying role is defined as the function of a

person of a product.
1. Initiator
- person who initially suggest buying a
particular product or services.

2. Influencer
- person who tries to convince others of the
need for the product/service and influence the
purchase decision.
3. Decider
- the person who makes the final decision to
purchase or makes the final decision on any
product/service components such as what to buy,
how to buy, where to buy, etc.
4. Buyer
- the person who makes the actual purchase.
5. User
- the person who actually uses the
product/service whether or not he/she involved in the
buying decision.
3. Gatekeeper
- the person who has control on the flow of
information, they facilitate the decision-making
process.
Assignment