Marketing: Consumer Markets &

Consumer Buying Behaviour

Consumer Buying BehaviourConsumer behaviour refers to the mental and emotional process and the observable behaviourof consumers during searching, purchasingand post consumption of a product or service.

Study Consumer Behaviour To Answer What Consumers Buy? How do they buy? When do they buy? Where do they buy? Why do they buy?

Consumer Behaviour Model

Characteristics that affectConsumer Behaviour• Psychological• Personal • Social• Cultural

Psychological Factors • Motivation - Maslow’s theory • Perception - Selective Attention (Notebook vs Desktop) - Selective Distortion (Diet Coke vs Diet Pepsi) - Selective Retention • Learning • Beliefs & Attitudes

Maslow’s Hierarchy of Needs

Personal Factors• Age & Life-Cycle Stage - Tastes in food, clothes, furniture, etc• Occupation - Blue Collar vs White Collar• Economic Situation - Affected by income/wealth• Life Style - AIO (Activity. Interest. Opinion Dimensions) - VALS (Values, Attitudes & Life-Style) Framework

VALS Framework

• Personality and Self-Concept - Sincerity - Friendliness - Ambitiousness - Dogmatism - Introversion - Extroversion - Sophistication - Competitiveness - Ruggedness

Social Factors• Groups - Membership Groups - Reference Groups - Opinion Leaders - Aspirational Group - Dissociative Group

• Family - Most Important ‘Buying’ Organization

• Roles & Status

Cultural FactorsCulture influences on buying behaviour verygreatly.

Sub-culture- Smaller groups of people within culture with

shared value system- Nationalities, religions, Social Groups

Social Class- Class is defined by a combination of occupation,

income, education, wealth and other variables.

The Buying Decision Process• Buying Roles - Initiator - Influencer - Decider - Buyer - User

• Buying Behaviour

Four Types of Buying Behaviour

Stages of The Buying Decision Process

• Need Recognition - Internal Stimuli - External Stimuli

• Information Search - Personal Sources - Commercial Sources - Public Sources - Experiential Sources

Successive Sets Involved in

Customer Decision Making

Evaluation of Alternatives

Purchase Decision

Post Purchase Behaviour

The Buying Decision Processfor

New Products

Influences on the Rate of Adoption of New Products

Impulse Buying

Thank You :)