Consumer

Buying Behavior
Learning Objectives
• Understand the major factors
influencing consumer behavior
• Know and recognize the types of
buying decision behavior
• Understand the stages in the buying
decision process
Consumer Market
Consists of all the
individuals and households
who buy or acquire goods
and services for personal
consumption.
Consumer Buying Decision
Process
Problem Information Evaluation of
Recognition Search Alternatives

Purchase Post-Purchase
Decision Evaluation
Factors Influencing
Consumer Behavior
•Personal
•Psychological
•Social
•Cultural
Personal Factors
•Age
•Life-Cycle Stage
Stages in Family Life-Cycle
1. Single
2. Newly Married Couples
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Empty Nest I
7. Empty Nest II
8. Solitary Survivor/retired
Personal Factors

•Age
•Life-Cycle Stage
•Occupation
•Economic Circumstances
•Life Style
Psychological Factors

•“Wants”
– Based on a want or desire to
have something. Not a
necessity.
Psychological Factors
Motivation:
– Freud
•Id
•Ego
•Super Ego
– Maslow
•Hierarchy of Needs
Psychological Factors
• Motivation
• Perception
– The process by which an individual
selects, organizes, and interprets inputs
to create a meaningful picture of the
world.
• Selective Exposure
• Selective Distortion
• Selective Retention
Psychological Factors
•Motivation
•Perception
•Learning
– Changes in an individual’s behavior
arising from experience
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs
– Descriptive thoughts that a person holds
about something
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs
• Attitudes
– Enduring favorable or unfavorable
cognitive evaluations emotional feelings
and action tendencies
Functional Factors

•“Needs”
– Need over wants. Delivers to a
real “need” to have something.
Social Class

Relatively homogenous, enduring

divisions in a society,
hierarchically ordered with
members sharing similar values,
interests, and behaviors.
INDIAN social Classes

• Upper Upper 1%
• Lower Upper 2%
• Upper Middle 12%
• Middle 32%
• Working 38%
• Upper Lower 9%
• Lower Lower 7%
Family Influence on Buying
Behavior

•Husband-Dominant
•Wife-Dominant
•Equal
Culture & Subcultures
• Cultures
– The accumulation of values, knowledge,
beliefs, customs, objects, and concepts that a
society uses to cope with its environment
• Subcultures
– Groups of individuals who have similar value
and behavior patterns within the group but
differ from those in other groups.
Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation
Examples of Buying Motives:
Psychological or Functional?
• A senior wants to impress his
date.
• his primary motive is …?

Psychological
Examples of Buying Motives:
Psychological or Functional?
• A girl wants to remember her
grandmother on her birthday.
Her primary motive is…?

Psychological
Examples of Buying Motives:
Psychological or Functional?
• A homemaker needs a new washing
machine.

Her primary motive is …?

Functional
Examples of Buying Motives:
Psychological or Functional?
• A teacher wants to buy a practical
car to be used for family
transportation.
Her/His primary motive is …?

Functional
Examples of Buying Motives:
Psychological or Functional?
• A career woman always buys Liz
Claiborne clothes.
Her primary motive is…?

Psychological
Examples of Buying Motives:
Psychological or Functional?
• An overweight 40 year old man
wants to loose weight so that he can
reduce his blood pressure.
His primary motive is…?

Functional
Examples of Buying Motives:
Psychological or Functional?
• A homeowner needs to mow their
lawn.
Their primary motive is…?

Functional
 Consumer Buying Behavior
Competency
Functional Psychological
Motive Motive

The price is 40
cents off the
regular price.
It never needs
ironing.

Diamonds are
forever.
Serving you since
1971.

Ninety-day
warranty.
Consumer Buying Behavior
Competency
Functional Psychological
Motive Motive
Running shoe with
ipod.
It’s all the rage—
colored action
wear and style.
Wheaties—the
breakfast of
champions!
Steel-belted radial
tires warranted for
40,000 miles

A watch—a gift
she will treasure
always.
Learning Objectives--
Reviewed
• Understand the major factors
influencing consumer behavior
• Know and recognize the types of
buying decision behavior
• Understand the stages in the buying
decision process
 Consumer
Buying Behavior