1.

Describe the process involved in a

recent purchase that required a lot of
deliberation.

2. What led you to consider

purchasing the product?
3. Who were involved in the decision-
making and how?

4. Did you shop around? If so, how

many shops did you go to?

5. What factors led you to select the

product that you bought?
Consumer Market
Consumer Market – individuals or
socially related groups who
purchase products for personal
consumption

The demand for consumer product

is known as direct demand – the
quantity of a product or service
needed to meet the needs of the
consumer
Motivation
The set of positive or negative factors
that direct individual behavior,
influences all of our actions.

Types of Buying Motives

Emotional motives
Rational motives
Patronage motives
Buying Roles

Initiator – the person who suggests the

idea of buying a particular product or
service

Influencers – these people’s views or

advice can influence the eventual selection
of what to buy
Buying Roles

Decider – the person(s) who ultimately has

the final say on what to buy

Buyer – the person who makes the actual

purchase
User – the person(s) who end up actually
using the product
 The Consumer Decision-Making
Process

Post-purchase
Purchase
evaluation
Problem
recognition

Information Alternative
search evaluation
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Consumer buying behavior
refers to the buying behavior of final
consumers – individuals and
households that buy goods and
services for personal consumption
 Understanding Consumer
Behavior
consumers make
purchase decisions

Consumer
behavior = HOW

consumers use and

dispose of product
Help government
make public
12
decisions
Final consumers
Those who buy products or services for
personal use

Business consumers
Those who buy goods and services to
produce and market other goods and
services or for resale
 Factors Influencing Behavior

Cultural Social Personal Psychological

Age and lifecycle

Culture Reference stage Motivation
groups
Occupation Perception Buyer
Economic
Subculture Family circumstances
Learning
Beliefs and
Lifestyle attitudes
Social Roles and
status
Personality and
Class self-concept
 Three Factors Affecting Consumer Behavior

1. Psychological Factors

Perception of a need or situation

Person’s ability to learn or understand

information

An individual’s attitude
Three Factors Affecting Consumer Behavior

2. Personal Factors

Are characteristics that are specific to a

person and may not relate to other people
within the same group
Three Factors Affecting Consumer Behavior

2. Personal Factors

This may include how a person make

decisions, their unique habits and
interests, and opinions
Three Factors Affecting Consumer Behavior

3. Social Factors

Social influencers are quite diverse and

can include a person’s family, social
interaction, work or school communities,
or any group of people a person affiliates
with.
Types of Buying Behavior

1. Complex buying behavior

2. Dissonance-reducing buying behavior
3. Variety-seeking behavior

4. Habitual buying behavior

Types of Buying Behavior

1. Complex buying behavior

Consumer buying behavior in
situations characterized by high
consumer involvement in a
purchase and significant perceived
differences among brands
Types of Buying Behavior

2. dissonance-reducing buying behavior

Consumer buying behavior in
situations characterized by high
consumer involvement but few
perceived differences among
brands
Types of Buying Behavior

3. variety-seeking buying behavior

Consumer buying behavior in
situations characterized by low
consumer involvement but
significant perceived brand
differences
Types of Buying Behavior

4. habitual buying behavior

Consumer buying behavior in
situations characterized by low
consumer involvement and few
significant perceived differences
among brands
 high involvement low involvement

Significant Complex
Variety-seeking
buying
Differences behavior
behavior
Between brands

Few differences Dissonance-

Between brands reducing Habitual buying
buying behavior
behavior

Types of buying behavior

Three Factors Affecting Consumer Behavior

1. Psychological Factors
2. Personal Factors
3. Social Factors