home lecture (hl) : fundamentals of marketing - chapter 3 (consumer buying behaviors)

Prepared by: Faindra Jabbar 1 Home Lecture (HL) with Faindra Jabbar

Chapter Overview

• Model of Consumer Behavior

• Factors Affecting Consumer Behavior

• Types of Buying Decision Behavior

• The Buyer Decision Process

Home Lecture (HL) with Faindra Jabbar 2

What is Consumer Buying Behavior?

Consumer Buying Behavior

Buying behavior of individuals and households that buy products for

personal consumption.


Model of Consumer Behavior


Factors Influencing Consumer Behavior



Cultural • Culture – is the learned values, perceptions, wants, and

behavior from family and other important institutions.

• Subculture – are groups of people within a culture with shared value systems based on common life experiences and situations.

– Malay , Chinese, Indian, Mature & Other consumers

• Social Class – society’s relatively permanent and ordered divisions whose members share similar values, interests, n behavior. Measured by a combination of occupation, income, education, wealth n other variables.



Social • Groups

– Membership - Groups with direct influence and to which a person belongs

– Reference – groups that forma comparison or reference in forming attitudes or behavior

– Aspirational groups – groups an individual wishes to belong to

• Family -Children can influence • Social roles and status are the groups, family, clubs, and

organizations that a person belongs to that can define role and social status



Personal • Age and life cycle

• Occupation

• Economic situation

• Lifestyle

• Personality and self-concept



Psychological

• Motivation to do something to fulfill the personal needs.

• Example, Maslow Hierarchy of needs.


Types of Buying Decision Behavior

Complex Buying

Behaviour

Dissonance Reducing

Buying Behavior

Habitual Buying

Behavior

Variety Seeking Buying

Behavior


The Buyer Decision Process

Need Recognition

Information Search

Evaluation of

Alternatives

Purchase Decision

Post-purchase behavior




1. Need recognition

Recognition comes from various way

• Internal stimuli (Personal needs)

• External stimuli (Advertisement)



2. Information search

After recognition, people usually will try to find the information about specific brand or company.

• Sources of information:

– Personal – family and friends

– Commercial – advertising, internet

– Public – mass media, consumer organizations

– Experiential – handling, examining, using the product



3. Evaluation of alternatives • After information collected, people will use their

personal judgment to evaluate the effectiveness of the product.

• Evaluation procedure depends on the consumer and the buying situation.

• Most buyers evaluate multiple attributes, each of which is weighted differently.

• At the end of the evaluation stage, purchase intentions are formed.



4. Purchase decision • The act by the consumer to buy the most preferred

brand.

• Two factors intercede between purchase intentions and the actual decision:

– Attitudes of others

– Unexpected situational factors



5. Post-purchase behavior

• After bought the product, people usually will compare their expectation towards product and the value they received from the product.

• If the value of the product achieve their expectation, this situation will lead to customer satisfaction and customer loyalty attitude.

Prepared by: Faindra Jabbar 17 Home Lecture (HL) with Faindra Jabbar

home lecture (hl) : fundamentals of marketing - chapter 3 (consumer buying behaviors)

Education