consumer market and buying behaivour

8/8/2019 Consumer Market and Buying Behaivour

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Consumer market and buying

behaivour

Lesson 03


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What influences consumer behaivour?

Cultural factors

Culture is a fundamental determinant of a

persons wants and behaviour. Culture - value, perception, preference

Sub culture- nationality, religions, racial groups,

geographical group

Social classess lower, upper class, working class,

middle class , upper class


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Social factors

Reference group

Primary groups- family, friends, neighbours, or co-

workers

Secondary groups- religious, professional, trade union

Family

Involvement of husband and wife in purchase decision

Family of orientation

Roles and status


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Personal factors

Age and stage in the life cycle

Age, gender

Psychological life-cycle stages- adults

Critical life events or transitions- married, child-birth

Occupation and economic circumstances

Create special products for special occupational

groups Spending income, savings and assets, debts,

borrowing power


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Personal factors cont

Personality and self-conceptPersonality is a set of distinguishing human psychological traits that lead to

relatively consistent and enduring responses to environmental stimuli.

Traits, self-confidence, autonomy, adaptability.

Lift style and valuesLife style is a persons pattern of living in the world as expressed in activities,

interests and opinions. Eg; insurance company have to find their

customers who has saving orientation.


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Key psychological processes

Marketing stimuli

Product &services

Price

Distribution

communication

Other Stimuli

Economic

Technological

Political

Cultural

Consumer

psychology

Motivation

Perception

Learning

memory

Consumer

characteristics

Cultural

Social

personal

Buying decision

process

Problem recognition

Information search

evaluate alternatives

Purchase decision

Post-purchase

behavior

Purchase decision

Product choice

Brand choice

Dealer choice

Purchase amount

Purchase timing

Payment method


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Motivation


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Perception

Perception is the process by which an

individual selects, organizes, and interprets

information inputs to create a meaningful

picture of the world.

Selective attention

Selective distortion

Selective retention

Subliminal perception


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Selective Attention

People are more likely to notice stimuli that

relate to a current need.

People are more likely to notice stimuli thatthey anticipate.

People are more likely to notice stimuli whose

deviations are large in relation to the normal

size of the stimuli


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Selective distortion

Selective distortion is the tendency to

interpret information in a way that will fit our

preconceptions.


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Selective retention

People will fail to register much information to

which they are exposed in memory, but will

tend to retain information that supports their

attitudes and beliefs.


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Subliminal perception

The selective perception mechanisms require

active engagement and thought by

consumers.


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Learning

Learning involves changes in an individuals

behaviour arising from experience.

Drive

stimuli

Cues

Responses

Reinforcement


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Memory

All the information and experiences

individuals encounter as they go through life

can end up in their long-term memory.

Cognitive psychologists distinguish between

short-term memory, and long-term memory.


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The buying decision process

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Post purchase behaviour


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Problem Recognition

Buying process starts when the buyer

recognizes a problem or need.

Need can be triggered by internal, externalstimuli.


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Information search

Personal- family friends, neighbours,

acquaintances

Commercial- advertising, web sites, sales-personal, dealers, packaging, displays

Public mass media, consumer-rating

organization

Experiential- handling, examining, using the

products


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Evaluate alternatives

The consumer is trying to satisfy a need.

The consumer is looking for certain benefitsfrom the product solution.

The consumer sees each product as a bundleof attributes with varying abilities for

delivering the benefits sought to satisfy this

need. Beliefs and attitude

Expectancy-value model- Landa Brown approach


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Purchase decision

In executing a purchase intention, the

consumer may make up to five sub-decisions:

Brand Dealer

Quantity

Timing

Payment method


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Post purchase behaviour

Post purchase satisfaction

Post purchase actions

Post purchase use and disposal


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consumer market and buying behaivour

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