Marketing - Module 4 Market Opportunity Analysis (Buyer Behavior)

Principles of Marketing
Governor Pack Road, Baguio City, Philippines 2600

Tel. Nos.: (+6374) 442-3316, 442-8220; 444-2786;
442-2564; 442-8219; 442-8256; Fax No.: 442-6268 Grade Level/Section: Grade 11- ABM
Email: email@uc-bcf.edu.ph; Website: www.uc-bcf.edu.ph
MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos
Market opportunity analysis: buyer behavior

Learning Objectives:
At the end of this module, student must be able to:
a. describe the factors that affect consumer behavior;
b. explain the consumer buying decision process;
c. identify the different kinds of buying behavior.
Have you ever been in that situation where you

can’t decide what to buy, when to buy, or if you’re
going to buy a particular product or service? Well,
NOT BUY actually every consumer have been there.
BUY Understanding the whys of this will help the
business market their business better to the consumers.
You must remember that the goal of marketing is to
help consumers make buying decisions without
remorse. In order to achieve this, the business must be
able to understand their behavior to know the best
product or service to market or the best way to market
existing product or services.
There are other factors affecting buyer behavior

aside from what were discussed in the previous
module. Consumer markets, where organizations sell
to end-users, and business markets, where
organizations sell to resellers or to support their own
company’s operations, have similarities as well as
differences.
In this module, you will learn the differences and

similarities between the consumer market and the
business market.
The way that we perceive, react, or are affected by products and services is a function of a
hot of factors. The following are factors that tend to affect consumer behavior:
Factors Affecting Buyer Behavior: Consumer Market

1. Cultural Factors
This refers to the general or overall culture of a group of people. For instance, there is a thing called
Filipino culture, but there are also distinct cultural behaviors within and among sub-cultures of the
Filipino culture.
a. Culture and Sub-Culture
• Muslims bury their deceased relatives within 2 days. Buddhists, on the other hand, do not
move the body of their deceased for 8 hours so that the spirit of the deceased can realize
what has happened. Both believe death is transition from one life to another.
• Chinese-Filipino, as a sub-culture, differentiates itself from the mainstream Filipino culture
when they avoid wearing the color black or all white during important celebrations, as
these colors are associated with mourning.
b. Social Class
• When boarding a plane, hierarchy is most evident with those in first class are asked to
board first, then the business class, then premium economy, with the economy class as
last to board. The hierarchy shows ranking of wealth, power, and prestige.
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• Buying a real estate property is dependent on how the consumer perceives the quality
of their desired neighborhood and the status symbol that comes with a high-end
development, among others. The same is true for car purchase, which is directly related
to self-image. Conspicuous consumption of branded and expensive luxury products like
bags and cars by the noveau-riche is possible for consumers wanting to increase their
social standing even while the rich buys luxury products based on their discretionary
income.
2. Social Factors (How people around us can influence buyer behavior)

This is all about the norms of behavior among even smaller groups, namely the social groups where
a consumer belongs to.
a. Family, Reference Groups, Roles and Statuses
WHEN I CAN’T DECIDE WHICH PROGRAM IN COLLEGE TO TAKE
MY FAMILY AND FRIENDS:
3. Personal Factors (How personal circumstance can influence buyer behavior)

Aside from external social factors, the demographics of the individual also affect the manner by
which products and services are viewed and treated.
a. Age
• Some condominiums are located near schools and are designed to target students
• Newly married couples are a good market for home appliances.
b. Occupation
• EQ Dry Diapers are bought by working mothers who want a restful sleep at night since
they work during the day.
• Call Center employees working on night shifts have encouraged more restaurants to
open 24 hours.
c. Economic Circumstance
d. Personality
• Actress Kris Aquino has a candid brand personality. She has been honest about her
many failed relationships and people love her transparency.
• Under Armour is a brand that exudes excitement, especially with basketball star Stephen
Curry as endorser.
• Casio watches has G-Shock shock-resistant watches and Pro Trek that has rugged
persona for people with active lifestyles.
• Charriol is a watch brand that projects sophistication.

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e. Lifestyle
• With customers having healthier mindsets, crackers such as graham and breadsticks,
with relatively lesser calorie and cholesterol will continue to rise against salty snacks
like potato chips.
• Millennials are now saving and spending relatively more in travel than in clothes, this as
part of their activities, interests and opinions as can be seen in Facebook posts.
4. Psychological Factors
This is how an individual behaves and behavior is a very intimate thing. It is the result of how we are
raised, who we interact with, what our histories are, and much more.
a. Motivation
• After satisfying basic physiological and safety needs, single people start to satisfy their
social needs to belong. Within this group, some yuppies enroll in upscale graduate
schools not just to study but also to look for their potential spouse.
• Donations and helping others are example of satisfying a person’s self-actualization
needs. Among the Philippines’ top philanthropists helping Filipinos are rags-to-riches
billionaires SM’s Henry Sy, PNB’s Lucio Tan, JG Summit’s John Gokongwei, and
Megaworld’s Andrew Tan.
b. Perception
• Netflix has a documentary called, “Forks Over Knives” showing research correlation of
high dairy consumption to high osteoporosis cases such as in the US and New Zealand. It
also showed that eating fruits and vegetables is not just a way to stay healthy but can
even reverse cancer and heart disease.
• Red wine has been experiencing increasing demand, as people perceive it to be good
for the heart as well as giving the drinker a sophisticated image.
c. Learning
• Made in Germany is a label connoting precision quality and reliable products.
• Universal Robina Corporation’s Agro Industrial Group launched a dog food line, and
asked educated dog owners not to change the dog food of puppies even if they already
looked bigger because their nutritional needs as puppies are different from older dogs.
d. Beliefs and Attitudes
• Some consumers think that installing chimes can bring good luck to homes and offices.
Businessmen like the number 8 so car plates numbers are being charged a premium of
P20,000-P30,000 if the numbers end in several 8 or when 168 (meaning: one road to
prosperity) is requested.
• A diamond ring is a must in every engagement and wedding. A Tiffany’s ring gives a
prestige image as well.

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Factors Affecting Buyer Behavior: Business Market

1. Environmental Factors
Business buyers are influenced heavily by factors in the current and expected economic
environment, such as the level of primary demand, the economic outlook, and the cost of the
money. When economic uncertainty rises, business buyers cut back their new investment and
attempt to utilize their inventories. There are many other factors includes in environment factors,
these are economic development, supply conditions, technological changes, political and
regulatory developments, competitive development and culture and customs. These have
impact on business market directly or indirectly.
2. Organizational Factors
All buying organizations have their own objectives, policies, procedures, structures, and systems.
The business marketers must understand all these factors well because so many queries are
connected to these factors. Like how many people are involved in buying decisions? Who they
are? What are the evaluation criteria? What are the company’s policies and limitation for their
buyers?
3. Interpersonal Factors
Usually buying center includes many participants, who influence each other. So, interpersonal
factors also influence the business buying process. Though, it is quite difficult to assess such
interpersonal factors and group dynamics. Managers do not wear labels that differentiate them
as important or unimportant buying participants, and powerful influencers are often buried
behind the scene. Interpersonal factors may include authority, status, empathy, and
persuasiveness of participants in business buying process.
4. Individual Factors
Individual has a vital role in business buying process. Each participant in the business buying-
decision process brings in personal motives, preferences, and perceptions. But these individual
factors are affected by personal characteristics of each person, such as, age, education,
income, professional identification, their job status, personality, and attitudes towards risk. All
buyers have different buying style.
So these are all the factors that influence business buyers. Marketers have to keep all these factors
in their mind while making marketing plans or products or services.
Here is a summary of the influences under each of the factors. (Business is similar to Organizational
factors)

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The Buying Decision Process: Consumer Market

John Dewey introduced 5 stages which consumers go through when they are considering a
purchase:
1. Problem or need recognition
This is the first stage of the Consumer Decision Process in which the consumer is able to recognize
what the problem or need is and subsequently, what product or kind of product would be able to
meet this need. It is oftentimes recognized as the first and most crucial step in the process because
if consumers do not perceive a problem or need, they generally will not move forward with
considering a product purchase.
A need can be triggered by internal or external stimuli. Internal stimuli refers to a personal
perception experienced by the consumer, such as hunger, thirst, and so on. For example, an
elderly, single woman may feel lonely so she decides that she wants to purchase a cat. External
stimuli include outside influences such as advertising or word-of-mouth. For example, a consumer
who just moved to Minnesota may not realize he needs a heavy winter coat until he sees a store
advertising for it, which triggers the need in his mind.
Making a Decision: When making a decision, a person first needs to identify and define the problem
or need recognition.
2. Information search
Information Search is a stage in the Consumer Decision Process during which a consumer searches
for internal or external information.
Information search is considered the second of five stages that comprise the Consumer Decision
Process. During this stage, a consumer who recognizes a specific problem or need will then likely
be persuaded to search for information, whether it be internally or externally. This is also when the
customer aims to seek the value in a prospective product or service. During this time, the options
available to the consumer are identified or further clarified.

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Information search can be categorized as internal or external research:
Internal research refers to a consumer’s memory or recollection of a product, oftentimes triggered

or guided by personal experience. This is when a person tries to search their memory to see whether
they recall past experiences with a product, brand, or service. If the product is considered a staple
or something that is frequently purchased, internal information search may be enough to trigger a
purchase.
External research is conducted when a person has no prior knowledge about a product, which
then leads them to seek information from personal sources (e.g. word of mouth from friends/family
) and/or public sources (e.g. online forums, consumer reports) or marketer dominated sources (e.g.
sales persons, advertising) especially when a person’s previous experience is limited or deemed
inefficient.
• Examples of personal sources that are marketer dominated, include sales person advice in a
retail store.
• Personal sources that are not marketer dominated include advice from friends and family.
• Television advertising and company websites are examples of non-personal sources that are
marketer dominated
• Online forums are non-personal sources that are non-marketer dominated.
Seeking Information: A consumer seeks Non-Personal Source: An example of a non-

information by asking an employee about a personal source is a search on the Internet. The
product. Asking an employee is external search engine provides information about a
research. subject.
3. Evaluation of alternatives
During the evaluation of alternatives stage, the consumer evaluates all the products available on
a scale of particular attributes.
Evaluation of alternatives is the third stage in the Consumer Buying Decision process. During this
stage, consumers evaluate all of their product and brand options on a scale of attributes which
have the ability to deliver the benefit that the customer is seeking. The brands and products that
consumers compare – their evoked set – represent the alternatives being considered by consumers
during the problem-solving process.
Sometimes known as a consideration set, the evoked set tends to be small relative to the total
number of options available. When a consumer commits significant time to the comparative
process and reviews price, warranties, terms and condition of sale and other features it is said that
they are involved in extended problem solving.

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Unlike routine problem solving, extended or extensive problem solving comprises external research
and the evaluation of alternatives. Whereas, routine problem solving is low-involvement,
inexpensive, and has limited risk if purchased, extended problem solving justifies the additional
effort with a high-priced or scarce product, service, or benefit (e.g., the purchase of a car). Likewise,
consumers use extensive problem solving for infrequently purchased, expensive, high-risk, or new
goods or services.
In order for a marketing organization to increase the likelihood that their brand is part of the evoked
set for many consumers, they need to understand what benefits consumers are seeking and
specifically, which attributes will be most influential to their decision-making process. It is important
to note that consumers evaluate alternatives in terms of the functional and psychological benefits
that they offer. The company also needs to check other brands of the customer’s consideration set
to prepare the right plan for its own brand.
During this stage, consumers can be significantly influenced by their attitude as well as the degree
of involvement that they may have with the product, brand, or overall category. For example, if
the customer involvement is high, then he or she will evaluate several brands, whereas if it’s low, he
or she may look at only one brand. In low involvement buying, the activity is usually frequent,
habitual to a certain extent and there is generally little difference between the brands. No strong
attachment exists between the buyer and the brand. Promotions are simple and repetitive.
Conversely, high involvement buying involves products with many differences. The behavior is more
complex and the research is more detail oriented.
Ultimately, consumers must be able to effectively assess the value of all the products or brands in
their evoked set before they can move on to the next step of the decision process.
Exhibition Hall: In an exhibition hall, customers have a range of options to explore and evaluate.

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4. Purchase
During the purchase decision stage, the consumer may form an intention to buy the most
preferred brand or product.
The purchase decision is the fourth stage in the consumer decision process and when the purchase
actually takes place. During this time, the consumer may form an intention to buy the most
preferred brand because he has evaluated all the alternatives and identified the value that it will
bring him.
According to Philip Kotler, Keller, Koshy and Jha (2009), the final purchase decision, can be
disrupted by two factors:
1. Negative feedback of others and our level of motivation to comply or accept the feedback.
For example, after going through the need recognition, information search, and alternative
evaluation stages, one might choose to buy a Nikon D80 DSLR camera, but a close
photographer friend might share negative feedback, which could drastically influence personal
preference.
2. The decision may be disrupted due to a situation that one did not anticipate, such as losing a
job or a retail store closing down.
During this stage, the consumer must decide the following:

• From whom they should buy, which is influenced by price point, terms of sale, and previous
experience with or awareness of the seller and the return policy.
• When to buy, which can be influenced by the store atmosphere or environment, time pressures
and constraints, the presence of a sale, and the shopping experience.
• This is also a time during the which the consumer might decide against making the purchase
decision. Alternatively, they may also decide that they want to make the purchase at some
point in the near or far future perhaps because the price point is above their means or simply
because they might feel more comfortable waiting.
5. Post-purchase behavior
Post-purchase behavior is when the customer assesses whether he is satisfied or dissatisfied with a
purchase.
Post-purchase behavior is the final stage in the consumer decision process when the customer
assesses whether he is satisfied or dissatisfied with a purchase. How the customer feels about a
purchase will significantly influence whether he will purchase the product again or consider other
products within the brand repertoire. A customer will also be able to influence the purchase
decision of others because he will likely feel compelled to share his feelings about the purchase.
Cognitive dissonance, another form of buyer’s remorse, is common at this stage. This is when the
customer may experience feelings of post-purchase psychological tension or anxiety. For example,
the customer might feel compelled to question whether he has made the right decision. They may
also be exposed to advertising for a competitive product or brand which could put into question
the product that they have chosen. A customer may also have a change of heart and decide that
he no longer has a need for this particular product.
The Buying Decision Process: Business Market

1. Awareness and Recognition
The process begins when a company identifies a need for a purchase. It may want to replace an
existing item, replenish stocks or buy a new product that is just available on the market. You can
also stimulate a need that the company may not be aware of by advising them of issues and
challenges that other companies in their industry face.
The buying team next works with the requesting department to firm up on the requirement. Your
sales team can provide advice and guidance at this stage by offering discussion papers or inviting
decision makers to workshops or seminars on the topic.

Tel. Nos.: (+6374) 442-3316, 442-8220; 444-2786;
2. Specification and Research

When the buying team has agreed requirements, it prepares a detailed specification that sets out
quantities, performance and technical requirements for a product. Your sales team can support this
stage by advising the buying team on best practice or collaborating with the buying team to
develop the specification. Buying teams then use the specification to search for potential suppliers.
They may search the internet to find products or companies that provide a match to their
specification, so it is important that your website features keywords that match your customers’
product or service needs.
3. Request for Proposals

When the buying team has identified potential suppliers, it asks for detailed proposals from the
suppliers. The team may issue a formal document known as a request for proposal, or it may outline
requirements and invite potential suppliers to make a presentation or submit a quotation. If the
product or service has a precise specification, the buying team may simply ask for price quotations.
If the product is more complex, it may ask for proposals on how a supplier would meet the need.
4. Evaluation of Proposals
The buying team evaluates suppliers’ proposals against criteria such as price, performance and
value for money. As well as evaluating the product, they assess the supplier on factors such as
corporate reputation, financial stability, technical reputation and reliability. You can influence
decisions at this stage by providing company information, case studies and independent reports
that review your company and products.
5. Order and Review Process

Before the buying team places an order with the chosen supplier, they negotiate price, discount,
finance arrangements and payment terms, as well as confirming delivery dates and any other
contractual matters. When the order is complete and delivered, the buying team may add a
further stage by reviewing the performance of the product and the supplier. This stage may include
imposition of penalty charges if the product fails to meet the agreed specification.
Buying Roles
1. Users – The users will be the ones to use the product, initiate the purchase process, generate
purchase specs, and evaluate product performance after the purchase.
2. Influencers – The influencers are the tech personnel who help develop specs and evaluate
alternate products. They are important when products involve new and advanced technology.
3. Deciders – Deciders choose the products.
4. Buyers – Buyers select suppliers and negotiate the terms of purchase.
5. Gatekeepers – Gatekeepers are typically secretaries and tech personnel. They control the flow
of information to and among others within the buying center. Buyers who deal directly with a
vendor are gatekeepers.
Making Purchasing Decisions: The

chairman of the Hong Kong Stock
Exchange is an example of a
member in an organization
responsible for finalizing major
purchase decisions.

Tel. Nos.: (+6374) 442-3316, 442-8220; 444-2786;
Types of Buying Behavior

A consumer’s buying decision depends on the type of products that they need to buy. The behavior
of a consumer while buying a coffee is a lot different while buying a car.
Based on observations, it is clear that purchases that are more complex and expensive involve higher
deliberation and many more participants.
Consumer buying behavior is determined by the level of involvement that a consumer shows towards
a purchase decision. The amount of risk involved in a purchase also determines the buying behavior.
Higher priced goods tend to high higher risk, thereby seeking higher involvement in buying decisions.
1. Complex buying behavior

Complex buying behavior is encountered particularly when consumers are buying an expensive
product. In this infrequent transaction, consumers are highly involved in the purchase decision.
Consumers will research thoroughly before committing to invest.
Consumer behaves very different when buying an expensive product or a product that is unfamiliar
to him. When the risk of buying a product is very high, a consumer consults friends, family and
experts before making the decision.
For example, when a consumer is buying a car for the first time, it’s a big decision as it involves high
economic risk. There is a lot of thought on how it looks, how his friends and family will react, how will
his social status change after buying the car, and so on.
In complex buying behavior, the buyer will pass through a learning process. He will first develop
beliefs about the product, then attitudes, and then making a thoughtful purchase choice.
For complex buying behavior customers, marketers should have a deep understanding of the
products. It is expected that they help the consumer to understand about their product. It is
important to create advertising message in a way that influences the buyer’s beliefs and attitudes.
2. Dissonance-reducing buying behavior

In dissonance-reducing buying behavior consumer involvement is very high. This might be due to
high price and infrequent purchase. In addition, there is a low availability of choices with less
significance differences among brands. In this type, a consumer buys a product that is easily
available.
Consumers will be forced to buy goods that do not have too many choices and therefore
consumers will be left with limited decision making. Based on the products available, time limitation
or the budget limitation, consumers buy certain products without a lot of research.
For example, a consumer who is looking for a new collapsible table that can be taken for a
camping, quickly decides on the product based on few brands available. The main criteria here
will be the use and the feature of the collapsible table and the budget available with him.
Marketers should run after-sale service camps that deliver focused messaging. These campaigns
should aim to support consumers and convince them to continue with their choice of their brand.
These marketing campaigns should focus on building repeat purchases and referrals by offering
discounts and incentives.
3. Habitual buying behavior

Habitual Buying Behavior is depicted when a consumer has low involvement in a purchase
decision. In this case the consumer is perceiving only a few significant differences between brands.

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When consumers are buying products that they use for their daily routine, they do not put a lot of
thought. They either buy their favorite brand or the one that they use regularly – or the one available
in the store or the one that costs the least.
For example, while a consumer buys a loaf of bread, he tends to buy the brand that he is familiar
with without actually putting a lot of research and time. Many products fit into this category.
Everyday use products, such as salt, sugar, biscuits, toilet paper, and black pepper all fit into this
product category.
Consumer just go for it and buy it – there is no brand loyalty. Consumers do not research or need
information regarding purchase of such products.
Habitual buying behavior is influenced by radio, television and print media. Moreover, consumers
are buying based on brand familiarity. Hence marketers must use repetitive advertisements to build
brand familiarity. Further to initiate product trial, marketers should use tactics like price drop
promotions and sales promotions.
Marketers should attract consumers using visual symbols and imagery in their advertising.
Consumers can easily remember visual advertisements and can associate with a brand.
4. Variety seeking buying behavior

In variety seeking consumer behavior, consumer involvement is low. There are significant
differences between brands. Here consumers often do a lot of brand switching. The cost of
switching products is low, and hence consumers might want to try out new products just out of
curiosity or boredom. Consumers here, generally buy different products not because of
dissatisfaction but mainly with an urge to seek variety.
For example, a consumer likes to buy a cookie and choose a brand without putting much thought
to it. Next time, the same consumer might may choose a different brand out of a wish for a different
taste. Brand switching occurs often and without intention.
Brands have to adopt different strategies for such type of consumer behavior. The market leader
will persuade habitual buying behavior by influencing the shelf space. The shelf will display a large
number of related but different product versions.
Marketers avoid out-of-stock conditions, sponsor frequent advertising, offer lower prices, discounts,
deals, coupons and free samples to attract consumers.
Conclusion
Consumer buying decisions are depended on the consumer behavior. There are great differences in
the consumer behavior while buying a car versus buying chips. Marketers have to exercise careful
judgement in marketing products to different kinds of consumer behavior.

Tel. Nos.: (+6374) 442-3316, 442-8220; 444-2786;
References:
• Go, J., & Escareal-Go, C. (2017). Principles and Practices in Marketing in the Philippine Setting.
14 Ilang-Ilang St., New Manila, Quezon City, Philippines: Josiah and Carolina Go Foundation.
• Medina, R. (2008). Principles of Marketing. Manila Philippines: Rex Bookstore, Inc.
• Ligaya, E. F., Jerusalem, V. L., Palencia, J. M., & Palencia, M. M. (2017). Principles of Marketing.
Sampaloc, Manila, Philippines: Fastbooks Educational Supply, Inc.
• Ilano, A. B. (2019). Principles of Marketing. Manila Philippines: Rex Bookstore, Inc.
• file:///C:/Users/User/Desktop/Recent%20Downloads/Coetzee_AJ_Chapter_3.pdf
• https://www.vtexperts.com/major-influences-business-buyers/
• https://courses.lumenlearning.com/boundless-marketing/chapter/the-consumer-decision-
process/
• https://smallbusiness.chron.com/eight-stages-business-buying-decision-process-21820.html
• https://clootrack.com/knowledge_base/types-of-consumer-behavior/

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Principles of Marketing

Governor Pack Road, Baguio City, Philippines 2600

MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

Market opportunity analysis: buyer behavior

Have you ever been in that situation where you

There are other factors affecting buyer behavior

In this module, you will learn the differences and

Factors Affecting Buyer Behavior: Consumer Market

Principles of Marketing Page 1 of 13

MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

2. Social Factors (How people around us can influence buyer behavior)

WHEN I CAN’T DECIDE WHICH PROGRAM IN COLLEGE TO TAKE

MY FAMILY AND FRIENDS:

3. Personal Factors (How personal circumstance can influence buyer behavior)

Principles of Marketing Page 2 of 13

MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

Principles of Marketing Page 3 of 13

MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

Factors Affecting Buyer Behavior: Business Market

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

The Buying Decision Process: Consumer Market

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

Information search can be categorized as internal or external research:

Internal research refers to a consumer’s memory or recollection of a product, oftentimes triggered

Seeking Information: A consumer seeks Non-Personal Source: An example of a non-

Principles of Marketing Page 6 of 13

MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

During this stage, the consumer must decide the following:

The Buying Decision Process: Business Market

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

2. Specification and Research

3. Request for Proposals

5. Order and Review Process

Making Purchasing Decisions: The

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

Types of Buying Behavior

1. Complex buying behavior

2. Dissonance-reducing buying behavior

3. Habitual buying behavior

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MODULE 4 – MKTG Subject Teacher: Kenny Jones A. Amlos

4. Variety seeking buying behavior

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