Consumer Behavior

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05
Learning objectives
 Some Key Terms

• Consumer buyer behavior: the buying

behavior of final consumers—individuals
and households that buy goods and
services for personal consumption
• Consumer market: all the individuals and
households that buy or acquire goods and
services for personal consumption
Environmental stimuli

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 Consumer Black Box

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 Consumer Responses

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Factors Influencing
Consumer Behavior
Cultural Influences
Culture
Subculture
Social Class

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 Culture:

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Subculture:

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Social Class

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 Social Influences
Groups/Opinion
Leaders
Family
Roles

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Groups
Membership
Aspirational
Reference

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 Membership
Groups

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 Reference
Groups

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Aspiration
Groups

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 Opinion
Leadership

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 Family

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 Social
Roles

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Personal

Influences

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 Age/Lifecycle

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 Income/
Occupation

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 Lifestyle/
AIOs

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 Self and
Personality

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Brand Personality
 Psychological
Influences

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Motives
• A motive is a need that is sufficiently pressing to direct
the person to seek satisfaction.

• Theories of human motivation:

• The theory of Abraham Maslow
 select
organize
Perception
interpret

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 SELECTIVE

ATTENTION DISTORTION RETENTION

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 Learning

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 Learning
• A drive is a strong internal stimulus that calls for
action.

• Stimulus object

• Cues are minor stimuli that determine when, where,

and how the person responds

• Responses

• Reinforcement
Beliefs and Attitudes

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 High
Involvement

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 Low
Involvement

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 Types of Buying Decision Behavior

Involvement
High Low

COMPLEX VARIETY
High brand
SEEKING
differences

Low brand DISSONANCE HABITUAL

differences REDUCING

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 Decision Process
Need Recognition

Search

Evaluation/Choice

Purchase

Postpurchase Behavior

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 Need Recognition

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 Search

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 Information sources

PERSONAL COMMERCIAL
SOURCES SOURCES

PUBLIC EXPERIENTIAL
SOURCES SOURCES

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 Choice

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Purchase
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 Post-purchase
Post-purchase

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 Awareness New Product
Buying
Interest

Evaluation

Trial

Adoption
Adoption
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 Making an innovation successful
Relative
Advantage Compatibility

Divisibility Communicability

Complexity

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permission of the publisher. Printed in the United States of America.

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Publishing as Prentice Hall