Scribd Logo
Upload

Welcome to Scribd!

  • 21 views

    Consumer Markets and Buyer Behavior

    Uploaded by

    Aditya Kumar
    The document discusses consumer behavior and buyer psychology. It covers how cultural, social, personal, and psychological factors influence purchasing decisions. Cultural factors include values and subcultures while social factors involve reference groups and family life cycles. Personal factors comprise attributes like age, occupation, and lifestyle. Psychological drivers of buying include motivation, perception, learning, beliefs, and attitudes. The document also outlines different buying roles, decision types, and methods marketers use to understand consumer behavior.

    Copyright:

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

    Consumer Markets and Buyer Behavior

    Uploaded by

    Aditya Kumar
    21 views19 pages
    The document discusses consumer behavior and buyer psychology. It covers how cultural, social, personal, and psychological factors influence purchasing decisions. Cultural factors include values and subcultures while social factors involve reference groups and family life cycles. Personal factors comprise attributes like age, occupation, and lifestyle. Psychological drivers of buying include motivation, perception, learning, beliefs, and attitudes. The document also outlines different buying roles, decision types, and methods marketers use to understand consumer behavior.

    Original Title

    Consumer Behavior

    Copyright

    © © All Rights Reserved

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document discusses consumer behavior and buyer psychology. It covers how cultural, social, personal, and psychological factors influence purchasing decisions. Cultural factors include values and subcultures while social factors involve reference groups and family life cycles. Personal factors comprise attributes like age, occupation, and lifestyle. Psychological drivers of buying include motivation, perception, learning, beliefs, and attitudes. The document also outlines different buying roles, decision types, and methods marketers use to understand consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    21 views19 pages

    Consumer Markets and Buyer Behavior

    Uploaded by

    Aditya Kumar
    The document discusses consumer behavior and buyer psychology. It covers how cultural, social, personal, and psychological factors influence purchasing decisions. Cultural factors include values and subcultures while social factors involve reference groups and family life cycles. Personal factors comprise attributes like age, occupation, and lifestyle. Psychological drivers of buying include motivation, perception, learning, beliefs, and attitudes. The document also outlines different buying roles, decision types, and methods marketers use to understand consumer behavior.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 19

    Consumer Markets and

    Buyer Behavior

     The field of Consumer Behavior:


    “studies how individuals, groups, and
    organizations select, buy, use, and
    dispose of goods, services, ideas, or
    experiences to satisfy their needs and
    desires.”

    1
    How and Why
    Consumers Buy

     Buying behavior is influenced by:


     Cultural factors
     Social factors
     Personal factors
     Psychological factors

    2
    Cultural factors:

     Values, perceptions, preferences etc.


     Determines person’s want and
    behavior
     Subculture
     Caste based social classes - Relatively
    homogeneous, hierarchically ordered, share
    similar value interests and behavior.

    3
    Social Factors:
     Reference groups – have direct or indirect
    influence on person’s attitude or behavior.
     Types of Reference Group:
     Membership
     Aspirational
     Disclaimant
     Avoidance
     Family – Each stage of Life-cycle creates
    demand for different product.
    4
    Personal Factors:
     Age
     Stage in life cycle
     Occupation
     Economic circumstances
     Lifestyle – way of leading life
     Personality – Distinguishing psychological characteristics
    that lead to consistent responses to environment.
     Self-concept

    5
    Psychological Factors:

     Motivation – Need that is sufficiently pressing to drive the person


    to act.
     Perception – Process by which an individual selects,
    organizes and interprets information inputs to create
    meaningful picture of the world.
     Learning – Involves changing in an individuals’
    behavior arising from experience.
     Beliefs – Descriptive thought that a person holds
    about something.
     Attitudes – Set of feelings that make a person react
    to a given idea. 6
    Buying roles

     Roles that a person plays in buying or using a


    product.
     Initiator

     Influencer

     Decider

     Buyer

     User

     Maintainer

     Disposer
    7
    Types of Buying-Decision
    Behavior

    Difference Involvement Level


    between brands High Low

    Significant
    Complex Variety-seeking
    Differences buying behavior buying behavior

    Dissonance-
    Few reducing buying
    Habitual buying
    Differences behavior behavior
    8
    How buying behavior is
    understood by the Marketers?
     Introspective Method: How buyers will
    themselves act?
     Retrospective Method: Ask purchasers to
    recall the purchase event
     Prospective Method: How is a consumer
    planning to buy a particular product?
     Prescriptive Method: Consumers describe
    an ideal way to purchase the product
    9
    10
    11
    12
    13
    14
    15
    16
    17
    18
    19

    You might also like