CONSUMER BEHAVIOR

THE HUNGRY FRIENDS

ANTOY KULOTZKIE KAMPARUUU
STIMULI RESPONSE
Consumer Behavior
- is a process
- when individuals or group select, purchase, use, or
dispose of products, services, ideas, or experiences

- to satisfy their needs and wants.

Why do we need to identify the Consumer
Behavior?

1. Marketing Strategy
2. Public Policy
3. Social Marketing
4. Consumer Education
 Marketing Strategy
– for making better marketing campaigns.
Public policy
– for getting customer’s attention.
Social Marketing– is building good rapport with
consumers and the public through word-of-
mouth, testimonials or voluntary communicating
the good points of a product or service.
Make us a better Consumer
Using your common sense frequently.
Characteristics Affecting Consumer Behavior
1. Cultural
2. Social
3. Personal
4. Psychological
Characteristics Affecting Consumer Behavior
1. Cultural
2. Social
3. Personal
4. Psychological
Characteristics Affecting Consumer Behavior

1. Cultural Factors - exert the broadest and

deepest influence on consumer behavior. The
market needs to understand the roles played by
the buyer’s (1) culture, (2) sub-culture and (3)
social class.
CULTURAL: Culture
- It is the set of basic values, perceptions
wants, and behaviors learned by a member
of society
CULTURAL: Subculture
- make up important market segments, and
marketers often design products and marketing
programs tailored to their needs.
CULTURAL: Social Class
- This is relatively permanent and are
characterized by ordered divisions in a society.
Characteristics Affecting Consumer Behavior
1. Cultural
2. Social
3. Personal
4. Psychological
Social Factors
- Consumer behavior is influenced by social
factors such as small groups, family and social
roles and status. These social factors strongly
affect consumer responses since one of the
predictors in consumer decision is the influencer.
Social factors include (1) groups, (2) family and
(3) roles and status.
SOCIAL: Groups
- Two or more people who interact to accomplish
individual or mutual goals.
- Reference Groups are the direct or indirect points of
comparison or reference in forming a person’s attitudes or
behavior.
SOCIAL: Family
- The buyer’s parents make up the family
orientation, a person acquires an orientation
toward many concepts, most of which influential
is product patronage..
SOCIAL: Roles and Status
- A person belongs to many groups, the person’s
position in each group can be defined in terms of
both role and status.
Characteristics Affecting Consumer Behavior
1. Cultural
2. Social
3. Personal
4. Psychological
Personal Factors
- These are characteristics that are intertwined
with the persons self-consciousness and
individual decisions. This include (1) age and
stage in the life cycle, (2) occupation, (3)
economic situation, (4) lifestyle and (5)
personality and self-concept.
PERSONAL: Age and Life Cycle
- People change the goods and services they
buy over their lifetimes.
PERSONAL: Occupation
- This affects the goods and services bought by
a customer due to the inherent nature of this
factor.
PERSONAL: Economic Situation
- Marketers watch trends in personal income,
savings, and interest rates.
PERSONAL: Lifestyle
- Lifestyle is a persons’ pattern of living as
expressed by their activities, interests and
opinions.
- Consumers’ lifestyle helps determine their
preferences and helps predict their choices.
PERSONAL: Personality and S.C.
- Personality refers to the unique psychological
characteristics that refers to the relatively
consistent and lasting responses to one’s own
environment.
Characteristics Affecting Consumer Behavior
1. Cultural
2. Social
3. Personal
4. Psychological
Psychological Factors
- These factors are intrinsic and are based on the
qualitative analysis and judgment of an
individual. Factors include motivation,
perception, learning and beliefs and attitudes.
PSYCHOLOGICAL: Motivation
- A person has many needs at any given time

Motive (Drive) is a need that is sufficiently

pressing to direct the person to seek
satisfaction
PSYCHOLOGICAL: Perception
- Perception is the process by which people
select, organize and interpret information to form
a meaningful picture of the world. People can
form different perceptions of the same stimulus
because of three perceptual processes: (1)
selective exposure, (2) selective distortion and
(3) selective retention.
Psychological Factors: Perception
- Selective exposure is selecting the things that
you want to perceive since a person cannot
react to all stimuli.
Psychological Factors: Perception
- Selective distortion is the tendency of people
to interpret information in a way that will support
what they already believe.
Psychological Factors: Perception
- Selective retention is remembering things that
supports a persons beliefs or remembering
good points that interest the perceiver
Psychological Factors: Learning
- Learning may be acquired through direct or
indirect experiences and will affect future
decisions.
Psychological Factors: Beliefs and Attitude
- A belief is a descriptive thought that a person
has about something.
Psychological Factors: Beliefs and Attitude
- An attitude describes a person’s relatively
consistent evaluations, feelings and tendencies
toward an object or idea.
Activity:
1. Visit the link below and categorize the buyers
on how they made their decisions in purchasing
items. Write the factors and sub-factors that
were in play and determine what kind of
marketing approach is best suited for each
target.
Buying Decision Process
PROBLEM AWARENESS - This process is used by
consumers for making transactions
INFORMATION SEARCH
in the market by considering the
EVALUATION OF ALTERNATIVES purchase factors before, during and
after buying a product or acquiring
PURCHASE a service. The process consists of
5 steps. (1) Problem awareness, (2)
POST-PURCHASE EVALUATION
information search, (3) evaluation of
alternatives, (4) purchase and (5)
post-purchase evaluation.
Buying Decision Process
PROBLEM AWARENESS Problem Awareness – at this
stage, the consumer recognizes
INFORMATION SEARCH
that a good or service is needed to
EVALUATION OF ALTERNATIVES solve a problem, which is to satisfy
a desire. Recognition of shortage
PURCHASE occurs when a consumer becomes
alerted to the fact that a product
POST-PURCHASE EVALUATION
needs to be purchased or be
repurchased. An example is when
toothpaste runs out.
Buying Decision Process
PROBLEM AWARENESS Information Search – this involves
listing product and their
INFORMATION SEARCH
alternatives. It also includes
EVALUATION OF ALTERNATIVES gathering information on where to
buy the product, how much its price
PURCHASE is and its availability. An example is
when a mother asks her child to buy
POST-PURCHASE EVALUATION
a certain brand of soy sauce and
gives out an alternative if the brand
is not available.
Buying Decision Process
PROBLEM AWARENESS Evaluation of Alternatives –
since all available information is
INFORMATION SEARCH
considered in the previous stage,
EVALUATION OF ALTERNATIVES the weighing of alternatives may
be done through criteria or through
PURCHASE their relative importance.
POST-PURCHASE EVALUATION
Marketers can only use this by
pointing out product features and
benefits in comparison with
competing brands.
Buying Decision Process
PROBLEM AWARENESS Purchase – the purchase is the
INFORMATION SEARCH
actual decision of the customer
to buy, the factors in play include
EVALUATION OF ALTERNATIVES place of purchase, terms of
PURCHASE
purchase and the availability of
the product. Once any of these
POST-PURCHASE EVALUATION factors create dissatisfaction for
the customer, an immediate
alternative is selected and so on.
Buying Decision Process
PROBLEM AWARENESS Post-purchase behavior – this
INFORMATION SEARCH
is the reaction after the purchase
and consumption. The customer
EVALUATION OF ALTERNATIVES re-evaluates the experience by
PURCHASE
comparing it to the information
and expectations they have in
POST-PURCHASE EVALUATION mind. Satisfaction leads to re-
purchase and dissatisfaction
leads to brand switching.