Consumer Buying
Behavior
Learning Objectives
Understand the major factors
influencing consumer behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process
Consumer Market
Consists of all the
individuals and households
who buy or acquire goods
and services for personal
consumption.
Consumer Buying Decision Process
Problem
Recognition
Purchase
Decision
Information
Search
Evaluation of
Alternatives
Post-Purchase
Evaluation
Types of Buying Behavior
Routine Response
Limited Decision
Extension Decision
Impulse Buying
Factors Influencing
Consumer Behavior
Personal
Psychological
Social
Cultural
Personal Factors
Age
Life-Cycle Stage
Stages in Family Life-Cycle
1.
2.
3.
4.
5.
6.
7.
8.
9.
Single
Newly Married Couples
Full Nest I
Full Nest II
Full Nest III
Empty Nest I
Empty Nest II
Solitary Survivor
Solitary Survivor, Retired
Personal Factors
Age
Life-Cycle Stage
Occupation
Economic Circumstances
Life Style
Psychological Factors
“Wants”
Based on a want or desire to
have something. Not a
necessity.
Psychological Factors
Motivation:
Freud
Id
Ego
Super Ego
Maslow
Hierarchy of Needs
Psychological Factors
Motivation
Perception
The process by which an individual
selects, organizes, and interprets inputs
to create a meaningful picture of the
world.
Selective Exposure
Selective Distortion
Selective Retention
Psychological Factors
Motivation
Perception
Learning
Changes in an individual’s behavior
arising form experience
Psychological Factors
Motivation
Perception
Learning
Beliefs
Descriptive thoughts that a person holds
about something
Psychological Factors
Motivation
Perception
Learning
Beliefs
Attitudes
Enduring favorable or unfavorable
cognitive evaluations emotional feelings
and action tendencies
Functional Factors
“Needs”
Need over wants. Delivers to a
real “need” to have something.
Social Class
Relatively homogenous, enduring
divisions in a society,
hierarchically ordered with
members sharing similar values,
interests, and behaviors.
American Social Classes
Upper Upper
Lower Upper
Upper Middle
Middle
Working
Upper Lower
Lower Lower
1%
2%
12%
32%
38%
9%
7%
Group Influences
Brand Choice
Strong
Product Choice
Strong
Weak
Public Luxuries
Weak
Private Luxuries
Golf Clubs
Snow Skis
Sail Boat
TV Video Games
Ice Makers
Trash Compactors
Public
Necessities
Private
Necessities
Wrist Watch
Automobiles
Dress Clothes
Mattresses
Floor Lamps
Refrigerators
Family Influence on Buying
Behavior
Husband-Dominant
Wife-Dominant
Equal
Culture & Subcultures
Cultures
The accumulation of values, knowledge, beliefs,
customs, objects, and concepts that a society
uses to cope with its environment
Subcultures
Groups of individuals who have similar value and
behavior patterns within the group but differ
from those in other groups.
Adoption Process
1.
2.
3.
4.
5.
6.
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
Examples of Buying Motives:
Psychological or Functional?
A senior wants to impress his
date at the prom .
His primary motive is …?
Psychological
Examples of Buying Motives:
Psychological or Functional?
A girl wants to remember her
grandmother on her birthday.
Her primary motive is…?
Psychological
Examples of Buying Motives:
Psychological or Functional?
A homemaker needs a new washing
machine and has had good
experiences with Sears.
Her primary motive is …?
Functional
Examples of Buying Motives:
Psychological or Functional?
A teacher wants to buy a practical
car to be used for family
transportation.
Her/His primary motive is …?
Functional
Examples of Buying Motives:
Psychological or Functional?
A career woman always buys Liz
Claiborne clothes.
Her primary motive is…?
Psychological
Examples of Buying Motives:
Psychological or Functional?
An overweight 40 year old man wants
to loose weight so that he can reduce
his blood pressure.
His primary motive is…?
Functional
Examples of Buying Motives:
Psychological or Functional?
A homeowner needs to mow their
lawn.
Their primary motive is…?
Functional
Consumer Buying Behavior Competency
Functional
Motive
The price is 40
cents off the
regular price.
It never needs
ironing.
Diamonds are
forever.
Serving you since
1971.
Ninety-day
warranty.
Psychological
Motive
Consumer Buying Behavior Competency
Functional
Motive
Running shoe with
built-in arch.
It’s all the rage—
colored action wear
and style.
Wheaties—the
breakfast of
champions!
Steel-belted radial
tires warranted for
40,000 miles
A watch—a gift she
will treasure
always.
Psychological
Motive
Learning Objectives-Reviewed
Understand the major factors
influencing consumer behavior
Know and recognize the types of
buying decision behavior
Understand the stages in the buying
decision process
Consumer Buying
Behavior
Consumer Buying Decision Process
Problem
Recognition
Purchase
Decision
Information
Search
Evaluation of
Alternatives
Post-Purchase
Evaluation