BEHAVIOR OF THE

CONSUMER

Echo. Daniel Castro Vergara

WHAT IS CONSUMER BEHAVIOR?

It is the study of the behavior that consumers show when searching for,
purchasing, using, evaluating and disposing of products and services that
they believe will satisfy their needs. The use of the product, apart from
one's own satisfaction, may have another character other than the
commercial one, for example the praise of other people or of a belonging
group, thus feeding non-commercial stimuli in the consumer's brain.
COMMERCIAL STIMULUS
WHY ARE YOU INTERESTED IN
STUDYING THE
CONSUMER BEHAVIOR

Analysis of consumer behavior.

In the purchasing decision process, a series of factors affect the customer's
mind, the so-called "black box" of the buyer, which behaves in the following
way:
Marketing stimuli
Socio-cultural factors.

The values of society such as family, religion, educational instruction and

others, affect the values of individuals and their relationship with the
external environment, causing the culture that determines human
behavior.
culture with satisfaction
Sociological factors

They are those that are related to the external environment.

External factors

1) Demographics : Sex, age, marital status, etc.

2) Income capacity : Income levels.
3) Marketing stimuli
4) Cultural factors .
5) ) Personal factors : Lifestyles, level of perception, etc.
6) Social factors : Personal, family, group, religion, etc. influence.

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Socio-psychological factors

Within this group are: • motivation • perception • learning • beliefs

and • aptitudes.

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INTEGRATION PRINCIPLE
MULTIDISCIPLINARY OR
INTERDISCIPLINARY

He behavior of the consumer

It is interdisciplinary ; That is, it is based on concepts and theories about the
human being that have been developed by scientists from disciplines so
diverse
such as psychology , sociology , social psychologyhttp://es.wikipedia.org/wiki/Psicolog
%c3%ada_social , cultural anthropology and economics .

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INTEGRATION PRINCIPLE
MULTIDISCIPLINARY OR
INTERDISCIPLINARY

Because in the 1960s it was a relatively new field of study,

since there was no background or elements of its own
research, marketing theorists very liberally took the
concepts developed in other scientific disciplines, such as
psychology ( the study of the individual), sociology (the
study of groups), social psychology (the study of the way
the individual develops in groups), anthropology (the
influence of society on the individual) and economics, to
establish the foundations of this new area of the
marketing.

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COMPREHENSIVE MODEL OF BEHAVIOR
FROM THE CONSUMER
The study of consumer behavior is also sometimes extremely
complex due to the multitude of variables involved and their
tendency to interact with each other and exert a reciprocal
influence.
To deal with the complexity, models of consumer behavior have
been designed. Models serve to organize our ideas about
consumers into a coherent whole by identifying the relevant
variables, discovering their fundamental characteristics, and
specifying how the variables HE relate
between Yeah.

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External variables

The external environment is made up of six specific factors :

• culture,
• subculture,
• social class,
• social group,
• family and
• personal factors
CULTURE

It covers knowledge, beliefs, art, moral norms, laws,

customs and any other abilities and habits acquired by
man as a member of a society. It is the foundation of
many consumer values, beliefs and actions. For
example, the importance that people in our society
place on time and punctuality underlies shoppers'
positive reactions to market offerings such as fast-food
franchises, supermarket express checkouts, and
watches. of quartz.
SUB CULTURE

It highlights the segments of a given culture that

have values, customs and other forms of behavior
that are their own and that distinguish them from
other segments that share the same cultural
legacy. These aspects of uniqueness sometimes
have important implications in consumer
knowledge and in the development of good
marketing strategies. Special attention is paid to
subcultures that are distinguished by their age and
characteristics ethnic .
SOCIAL STRATIFICATION

It refers to the process by which members of a society

classify each other in various social positions. The result
of this is a hierarchy that is often called a set of social
classes .
SOCIAL GROUP

It can be conceived as a group of people who have a sense of

affinity resulting from a modality of interaction betweenYeah.
These groups
They fulfill a great diversity of functions, one of them is the
influence that the members of the group can exert on the
group and which is important from the point of view of
consumer behavior, that is, the group contributes to convincing
and guiding the values and the behavior of the individual. An
example of this is found in the interest that university students
show in the latest fashion and music.
FAMILY

It is a special form of social groups that is characterized by the

numerous and strong personal interactions of its members.
Their influence on purchasing decisions represents an area of
great interest in the field of consumer behavior; in some cases,
decisions are made by an individual with little influence from
other family members. In other cases, the interaction is so
intense that it is claimed that a joint decision occurs and is not
limited to mere reciprocal influence. Another aspect of family
influence on consumer behavior is the way in which the stage
of the family's life cycle affects the purchase of certain products
and services, for example when they are newlyweds, couples
with children, etc

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PERSONAL FACTORS

Marketing experts have become interested in the process of

personal influence, which can be defined as the effects on which
an individual produces communication with others. Personal
influence influences the amount and type of information buyers
obtain regarding products. It is also considered an important
factor that impacts values, attitudes, brand evaluations and
interest in a product. Personal influence considerably affects the
diffusion process through which new product and service
innovations become known in the market. Personal influence
constitutes an important function of opinion leaders, who are
those people to whom people turn for advice, opinion and
suggestions when making purchasing decisions.
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OTHER FACTORS

This is a general category that covers the variables that

influence the consumer. An example may be the effect of mass
media that is not incorporated into any of the other categories,
with the designation of situational variables. Many of these are
summarized
factors including the physical environment, the interpersonal
environment, national events, and the cash available to the
buyer.
acias

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