CHAPTER FIVE: Consumer and Business Buyer Behavior

Consumer Buying Behavior

Refers to the buying behavior of people who buy goods and services for personal use These people make up the consumer market The central question for marketers is: - how do consumers respond to various marketing efforts the company efforts the company might use?

Model of Buying Behavior

Marketing factors and other stimuli are inputs into the buyers black box Here, stimuli are evaluated in light of the buyer decision process and the buyers characteristics. Buyer responses influence choice of the product, brand, vendor, as well as the timing and amount of purchase.
PEST: Political Economical Societal technological

What are the characteristics that influence the consumer behavior?

1. Culture
Culture is the most basic cause of a persons wants and behavior
Culture is learned from family, church, school, peers, colleagues Culture reflects basic values, perceptions, wants and behaviors Cultural shifts create opportunities for new products or may otherwise influence consumer behavior

2. Consumer Buying Behavior

Factors influencing consumer behavior:
Cultural factors:
Culture, subculture (comme les syriens, sirilankaisau Liban), social class
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Social factors
Reference groups, family, roles and status Age/life-cycle, occupation, economic situation, lifestyle, personality and self-concept Motivation, perception, learning, beliefs and attitudes

Personal factors:

Psychological factors:

 Social class:
Societys relatively permanent and ordered divisions whose members share similar values, interests, and behaviors Measured by a combination of: Occupation, income, education, wealth, and other variables.
Upper Upper class 1% Lower Upper class 2%

Upper class Middle class Working class 38% Lower class

Upper Middle class 12% Lower middle class 32%

Upper Lower class 9%

Lower Lower class 7%

 Social Factors
Groups:
Membership, Reference (Opinion Leaders), Aspirational Most important consumer buying organization Role = Expected activities Status = Esteem given to role by society

Family:

Roles and Status:

 Personal Factors
Age and Life-Cycle Stage
-

People change the goods they buy over their lifetimes

Occupation influences the purchase of clothing and other goods Some goods and services are especially income-sensitive

Occupation Economic situation Lifestyle:

- Pattern of living as expressed in psychographics
Activities Interests Opinions

 Personality & Self-Concept

Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Generally defined in terms of traits. Self-concept suggests that peoples possessions contribute to and reflect their identities.

 Motivation and needs

A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction Maslows hierarchy of needs explains why people are driven by needs at particular times

Maslows hierarchy of needs implies that lower level needs must be satisfied prior to higher level needs.
Physiological needs Safety Needs Social Needs Esteem Needs Self-Actualization