Consumer
Buying Behavior
The most important thing is to
forecast where customers are moving,
and be in front of them.
Phillip Kotler
TYPES OF MARKETS
CONSUMER MARKET
MARKETING MANAGEMENT
INDUSTRIAL MARKET
CONSUMER BUYING BEHAVIOR
BUYING BEHAVIOR
The decision processes
and acts of people
involved in buying and
using products.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
CONSUMER BUYING BEHAVIOR
The decision processes and
purchasing activities of people
who purchase products for
personal or household use and
NOT for business purposes.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
CONSUMER PROBLEM SOLVING
ROUTINIZED
RESPONSE
MARKETING MANAGEMENT
LIMITED
EXTENDED
CONSUMER BUYING BEHAVIOR
CONSUMER PROBLEM SOLVING
ROUTINIZED
RESPONSE
MARKETING MANAGEMENT
The consumer problem-solving process
used when purchasing frequently
purchased, low-cost items needing very
little search-and-decision effort.
CONSUMER BUYING BEHAVIOR
CONSUMER PROBLEM SOLVING
LIMITED
MARKETING MANAGEMENT
The consumer problem-solving process
employed when buying occasionally or
when they need to obtain information
about an unfamiliar brand in a familiar
product category.
CONSUMER BUYING BEHAVIOR
CONSUMER PROBLEM SOLVING
EXTENDED
MARKETING MANAGEMENT
A consumer problem-solving
process employed when purchasing
unfamiliar, expensive, or
infrequently bought products.
CONSUMER BUYING BEHAVIOR
CONSUMER PROBLEM SOLVING
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
CONSUMER BUYING DECISION INFLUENCES
SITUATIONAL
MARKETING MANAGEMENT
PSYCHOLOGICAL
SOCIAL
CONSUMER BUYING BEHAVIOR
SITUATIONAL INFLUENCE
Influences resulting from
circumstances, time, and location
that affect the consumer buying
decision process.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SITUATIONAL INFLUENCE
Physical
Surroundings
Social
Surroundings
MARKETING MANAGEMENT
Time
Buyers’
Mood
Purchase
Reason
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
The Psychological Factors are the factors
that talk about the psychology of an
individual that drive his actions to seek
satisfaction.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
Perception
Motives
MARKETING MANAGEMENT
Learnings
Attitude
Personality
Lifestyle
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
PERCEPTION
Perception is the process by which people select,
organize, and interpret information to form a
meaningful picture of the world from three
perceptual processes:
Selective Exposure
MARKETING MANAGEMENT
Selective Distortion
Selective Retention
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
MOTIVES
MARKETING MANAGEMENT
An internal energizing force that
directs a person’s behavior toward
satisfying needs or achieving goals.
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
MOTIVES
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
The individual’s learning depends on the
skills, knowledge and intention. The skills are
developed through practice while the
knowledge and intention are acquired with
LEARNINGS the experience. There could be a conditional
learning or a cognitive learning.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
SOURCES OF LEARNING
BEHAVIOR
CONSEQUENCES
MARKETING MANAGEMENT
INFORMATION
PROCESSING
EXPERIENCE
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
ATTITUDE
An individual’s enduring
evaluation of feelings about and
behavioral tendencies toward an
object or idea.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
COMPONENTS OF ATTITUDE
COGNITIVE
MARKETING MANAGEMENT
AFFECTIVE
BEHAVIORAL
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
Personality – internal traits and
behavioral tendencies
Self-Concept – perception or
PERSONALITY
view of oneself
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
PSYCHOLOGICAL INFLUENCE
LIFESTYLE ARE AFFECTED BY:
AGE
MARKETING MANAGEMENT
EDUCATION
INCOME
SOCIAL CLASS
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
Social influence occurs
when a person's emotions,
opinions, or behaviors are
affected by others.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
ROLE
FAMILY
MARKETING MANAGEMENT
REFERENCE
GROUP
OPINION
LEADER
SOCIAL
CLASS
CULTURE
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
ROLE
Actions and activities that a person in
a particular position is supposed to
perform based on expectations of the
individual and surrounding persons.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
FAMILY
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
REFERENCE
GROUP
A group that a person identifies with
so strongly that he or she adopts the
values, attitudes, and behavior of
group members.
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
TYPES OF REFERENCE GROUP
DISSOCIATIVE
MARKETING MANAGEMENT
MEMBERSHIP
ASPIRATION
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
OPINION
LEADER
MARKETING MANAGEMENT
A member of an informal group
who provides information about
a specific topic to other group
members.
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
OPINION
LEADER
MARKETING MANAGEMENT
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
SOCIAL CLASS
MARKETING MANAGEMENT
An open group of
individuals with similar
social rank.
CONSUMER BUYING BEHAVIOR
SOCIAL INFLUENCE
CULTURE
MARKETING MANAGEMENT
The accumulation of values,
knowledge, beliefs, customs,
objects, and concepts of a
society.
CONSUMER BUYING BEHAVIOR