1. CONSUMER BUYER BEHAVIORSubmitted by: Group # 06Zahidul Alam, ID # 093-0845-090Md. Nazmul Ahsan, ID # 101-0236-060Shubarna Nasrin, ID # 102-0608-660

2. Definitions Consumer buyer behavior refers to the buyingbehavior of final consumers individuals andhouseholds who buy goods and services forpersonal consumption All of these final consumers combine to makeup the consumer market 3. Model of Buyer Behavior 4. Characteristics Affecting ConsumerBehaviorCultural Factor Culture Forms a persons wants and behavior Subculture Groups with shared value systems Social Class Societysdivisions who share values, interests and behaviors 5. Characteristics Affecting ConsumerBehaviorSocial Factor Groups Membership Reference Aspirational Opinion leaders Buzz marketing Family Many influencers Roles and status 6. Characteristics Affecting ConsumerBehaviorPersonal Factor Age and life cycle Occupation Economic situation LifestyleActivities, interests and opinionsLifestyle segmentation Personality and self-concept 7. Characteristics Affecting ConsumerBehavior Psychological Factor Motivation Perception Learning Beliefs and attitudes 8. Psychological FactorsMotivation A motive is a need that is sufficiently pressing to directthe person to seek satisfaction Motivation research is based on Freud. Looks forhidden and subconscious motivation Maslow ordered needs based on how pressing they areto the consumer 9. Maslows Hierarchy of Needs 10. Psychological FactorsPerception Perception is the process by which peopleselect, organize, and interpret information. Perception Includes: Selective attention Consumers screen out information Selective distortion People interpret to support beliefs Selective retention People retain points to support attitudes 11. Psychological FactorsLearning Learning describes changes in an individualsbehavior arising from experience Learning occurs through Drives Internal stimulus that calls for action Stimuli Objects that move drive to motive Cues Minor stimuli that affect response Reinforcement Feedback on action 12. Psychological Factors Beliefs andAttitudes Beliefa descriptive thought about a brand or service may be based on real knowledge, opinion, or faith Attitude describes a persons evaluations, feelings andtendencies toward an object or idea They are difficult to change 13. Types of BuyingDecision Behavior 14. The Buyer Decision Process 15. The Buyer DecisionProcess Need recognition Needs can be triggered by: Internal stimuli Normal needs become strong enough to drivebehavior Externalstimuli Advertisements Friends of friends 16. The Buyer DecisionProcess Information search Consumers exhibit heightened attention or activelysearch for information Sources of information: Personal Commercial Public Experiential Word-of-mouth 17. The Buyer DecisionProcess Evaluation of alternatives Evaluation procedure depends on the consumerand the buying situation. Most buyers evaluate multiple attributes, each ofwhich is weighted differently. At the end of the evaluation stage, purchaseintentions are formed. 18. The Buyer DecisionProcess Purchase decision Two factors intercede between purchase intentions andthe actual decision: Attitudesof others Unexpected situational factors 19. The Buyer DecisionProcessPost purchase behavior Satisfaction is important: Delighted consumers engage in positive word-of-mouth. Unhappy customers tell on average 11 otherpeople. Cognitive dissonance is common