Consumer Buying Behavior

Refers to the buying behavior of people who buy

goods and services for personal use.
These people make up the consumer market.
The central question for marketers is:
“How do consumers respond to various marketing
efforts the company might use?”
 Cultural Social Personal Psychological
Culture Reference Age & Life- Motivation
Groups Cycle Stage
Subculture Perception
Family Occupation
Social Class Learning
Roles & Economic
Beliefs &
Status Situation
Attitudes
Lifestyle
Personality &
Self-Concept
Culture
Culture the Most Basic Cause of a
Person's Wants and Behavior.

Culture is learned from family, school, peers,

colleagues.
Culture includes basic values, perceptions,
wants, and behaviors.
Culture
Social Class
Society’s divisions whose members share similar values,
interests, and behaviors.
Is measured by : occupation, income, education, wealth,
and other variables.
Social Factors
Membership
Groups Reference (opinion leaders)
Aspirational

Most important consumer

Family buying organization

Role =Expected activities

Roles & Status =
Status Esteem given to role by society
Personal Factors
Age and Life-Cycle Stage
Occupation
Economic Situation
Personal Factors
Lifestyle
Lifestyle

Pattern
Pattern of
of Living
Living as
as Expressed
Expressed
in
in Psychographics
Psychographics

Activities
Activities Interests
Interests Opinions
Opinions
 Personality
Personality refers to the unique psychological
characteristics that lead to relatively consistent and
lasting responses to one’s own environment.
Generally defined in terms of traits.
Self-concept suggests that people’s possessions
contribute to and reflect their identities.
Model of Consumer Behavior

6-10
6-10
Sources of Information
- Most effective source
Personal - Family, friends, neighbors

- Advertising, salespeople
Commercial - Receives the most information
from these sources

- Mass Media
Public - Consumer-rating groups

- Handling the product

Experiential - Examining the product
- Using the product
Consumer satisfaction is a function of consumer
expectations and perceived product performance.

Performance < Expectations Disappointment

Performance = Expectations Satisfaction

Performance > Expectations Delight

Stages in the Adoption Process
1. Awareness: Consumer becomes aware of the new
product, but lacks information about it.
2. Interest: Consumer seeks information about new
product.
3. Evaluation: Consumer considers whether trying the
new product makes sense.
4. Trial: Consumer tries new product on a small scale to
improve his or her estimate of its value.
5. Adoption: Consumer decides to make full and regular
use of the new product.
Product Adopter Categories
When an organization introduces a new product,
people do not begin the adoption process at the same
time, nor do they move through it at the same speed.
Adopters are divided into five categories.
 2.5% Innovators
16% Laggards 13.5% Early Adopters

34% Late Majority 34% Early Majority

Product Adopter Categories

Innovators

Innovators are the first adopters of new products.

They are venturesome – they try new ideas at some
risk.
 Product Adopter Categories
Early Adopters

Early adopters are guided by respect.

They are opinion leaders in their communities and
adopt new ideas early but carefully.
 Product Adopter Categories
Early Majority

Early majority are deliberate.

Although they rarely are leaders, they adopt new
ideas before the average person.
 Product Adopter Categories

Late Majority

Late majority are skeptical.

They adopt an innovation only after a majority of
people have tried it.
 Product Adopter Categories

Laggards

Laggards are tradition bound.

They are suspicious of changes and adopt the
innovation only when it has become something of a
tradition itself.