Unit II: Consumer

Behavior
Principles of Marketing
Prepared by: Lea B. Fortaliza
Objectives:
• Enumerated the factors that influence consumer
behavior
• Discussed the Maslow’s hierarchy of needs
• Cited the types of consumer buying behavior
and consumer purchase decision process
Consumer Behavior
Is often called the psychology of
marketing because it analyzes how
consumers select brands, products and
services based on how they think or feel
their environment influences them
Factors that Influence
Consumer Behavior:
1.Culture
2.Social aspects
3.Personal factors
4.Psychological factors
 Factors that Influence Consumer Behavior

Culture

Refers to consumers’ beliefs,

traditions, mores, norms and values
acquired from the family and other
institutions in the society
 Factors that Influence Consumer Behavior

Social
Aspects

Refer to the status and

roles of people in the
society
 Factors that Influence Consumer Behavior

Personal
Factors
Include age, lifestyle,
occupation, civil status, religion,
economic status and personality
of the consumers
 Factors that Influence Consumer Behavior

Psychological
factors

Motivation, Perception,
Learning, Beliefs and Attitudes
• Internal state that • Individual’s unique • Comes naturally • The mental
drives people to way of after availing of and evaluations and
identify and buy understanding using a particular feelings that
products or services different kinds of product/service consumers have
that fulfill conscious
and unconscious needs information towards products,
or desires brands or issues
Attitudes
Motivation Perception Learning
and Beliefs

Factors that Influence Psychological Factors

Maslow’s Hierarchy of Needs
Self-
actualization

Self-esteem
needs
Love and
Belongingness
Security and Safety Needs

Physiological Needs
Types of Consumer Buying Behavior
Multifaceted or
Complex Buying • High or low involvement
Behavior

Brand-switching • Switching of products

Buying Behavior

Habitual Buying • Trust in the brands

Behavior • Sense of loyalty
Consume Purchase Decision Process

Evaluation of
Recognition of Search for
Choices for
Needs information
Products/ Services

Post-purchase
Actual Purchase
Evaluation and
Decision
Behavior