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    Factors Influencing Consumer Behaviour

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    jijuloveu
    Consumer buying behavior is influenced by cultural, social, personal and psychological factors. The consumer decision making process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Marketers aim to understand these influences and stages in order to most effectively promote their products to consumers.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Factors Influencing Consumer Behaviour

    Uploaded by

    jijuloveu
    196 views18 pages
    Consumer buying behavior is influenced by cultural, social, personal and psychological factors. The consumer decision making process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Marketers aim to understand these influences and stages in order to most effectively promote their products to consumers.

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    Factors influencing Consumer Behaviour

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    Consumer buying behavior is influenced by cultural, social, personal and psychological factors. The consumer decision making process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Marketers aim to understand these influences and stages in order to most effectively promote their products to consumers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    196 views18 pages

    Factors Influencing Consumer Behaviour

    Uploaded by

    jijuloveu
    Consumer buying behavior is influenced by cultural, social, personal and psychological factors. The consumer decision making process involves need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. Marketers aim to understand these influences and stages in order to most effectively promote their products to consumers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 18

    Consumer Buying Behavior

    Consumer Buying Behavior refers to the


    buying behavior of final consumers
    (individuals & households) who buy
    goods and services for personal
    consumption.
    Model of Consumer Behavior
    Marketing and
    Other Stimuli
    Buyers Black Box
    Buyers Response
    Product
    Price
    Place
    Promotion
    Economic
    Technological
    Political
    Cultural
    Characteristics
    Affecting
    Consumer
    Behavior
    Buyers
    Decision
    Process
    Product Choice
    Brand Choice
    Dealer Choice
    Purchase
    Timing
    Purchase
    Amount
    Characteristics Affecting
    Consumer Behavior
    Buyer
    Psychological
    Personal
    Social
    Culture
    Factors Affecting Consumer Behavior:
    Culture
    Most basic cause of a person's wants and
    behavior.
    Values
    Perceptions
    Social Class
    People within a social class
    tend to exhibit similar buying
    behavior.
    Occupation
    Income
    Education
    Wealth
    Subculture
    Groups of people with shared
    value systems based on
    common life experiences.
    Hispanic Consumers
    African American Consumers
    Asian American Consumers
    Mature Consumers
    Factors Affecting Consumer Behavior:
    Social
    Groups
    Membership
    Reference
    Family
    Husband, wife, kids
    Influencer, buyer, user
    Roles and Status
    Social Factors
    Factors Affecting Consumer Behavior:
    Personal
    Personal Influences
    Age and Family Life Cycle
    Stage
    Occupation
    Economic Situation
    Lifestyle Identification
    Activities Opinions
    Interests
    Personality & Self-Concept
    Factors Affecting Consumer Behavior:
    Psychological
    Psychological
    Factors
    Motivation
    Perception
    Learning
    Beliefs and
    Attitudes
    Maslows Hierarchy of Needs
    Esteem Needs
    (self-esteem, status)
    Social Needs
    (sense of belonging, love)
    Safety Needs
    (security, protection)
    Physiological Needs
    (hunger, thirst)
    Self
    Actualization
    (Self-development)
    Types of Buying Decisions
    Complex
    Buying
    Behavior
    Dissonance-
    Reducing Buying
    Behavior
    Variety-
    Seeking
    Behavior
    Habitual
    Buying
    Behavior
    High
    Involvement
    Significant
    differences
    between
    brands
    Few
    differences
    between
    brands
    Low
    Involvement
    The Buyer Decision Process
    Need Recognition
    Information Search
    Evaluation of Alternatives
    Purchase Decision
    Postpurchase Behavior
    The Buyer Decision Process
    Step 1. Need Recognition
    External Stimuli
    TV advertising
    Magazine ad
    Radio slogan
    Stimuli in the
    environment
    Internal Stimuli
    Hunger
    Thirst
    A persons normal
    needs
    Need Recognition
    Difference between an actual state and a desired state
    The Buyer Decision Process
    Step 2. Information Search
    Family, friends, neighbors
    Most influential source of
    information
    Advertising, salespeople
    Receives most information
    from these sources
    Mass Media
    Consumer-rating groups
    Handling the product
    Examining the product
    Using the product
    Personal Sources
    Commercial Sources
    Public Sources
    Experiential Sources
    The Buyer Decision Process
    Step 3. Evaluation of Alternatives
    Product Attributes
    Evaluation of Quality, Price, & Features
    Degree of Importance
    Which attributes matter most to me?
    Brand Beliefs
    What do I believe about each available brand?
    Total Product Satisfaction
    Based on what Im looking for, how satisfied
    would I be with each product?
    Evaluation Procedures
    Choosing a product (and brand) based on one
    or more attributes.
    The Buyer Decision Process
    Step 4. Purchase Decision
    Purchase Intention
    Desire to buy the most preferred brand
    Purchase Decision
    Attitudes
    of others
    Unexpected
    situational
    factors
    The Buyer Decision Process
    Step 5. Postpurchase Behavior
    Consumers Expectations of
    Products Performance
    Dissatisfied
    Customer
    Satisfied
    Customer!
    Products Perceived
    Performance
    Cognitive Dissonance
    Stages in the Adoption Process
    Awareness
    Interest
    Evaluation
    Trial
    Adoption
    Adoption of Innovations
    P
    e
    r
    c
    e
    n
    t
    a
    g
    e

    o
    f

    A
    d
    o
    p
    t
    e
    r
    s
    Time of Adoption
    Early Late
    I
    n
    n
    o
    v
    a
    t
    o
    r
    s
    Early
    Adopters
    Early Majority
    2.5%
    13.5%
    34% 34%
    16%
    Laggards
    Late Majority
    Influences on the Rate of Adoption
    of New Products
    Divisibility
    Can the innovation
    be used on a
    trial basis?
    Compatibility
    Does the innovation
    fit the values and
    experience of the
    target market?
    Complexity
    Is the innovation
    difficult to
    understand or use?
    Relative Advantage
    Is the innovation
    superior to existing
    products?
    Communicability
    Can results be easily
    observed or described
    to others?
    Product
    Characteristics

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