CONSUMER
BUYING BEHAVIOR
Good Afternoon!! 9/9/13

Today’s Agenda: Learning about Consumer Buying
Behavior through:
 Consumer
Vocabulary
 Consumer Buying Process Notes

This week:
 Consumer
rights and responsibilities
 Comparison Shopping – what are YOU going to shop
for?
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
 Extensive 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

Buying Motives

Psychological
 WANTS
 Motivations
 Perceptions
 Learned

experiences
Functional
 Satisfies
a NEED
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
from experience
Psychological Factors
Motivation
 Perception
 Learning
 Beliefs

 Descriptive
something
thoughts that a person holds about
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%
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
Consumer Buying Decision Process
Problem
Recognition
Purchase
Decision
Information
Search
Evaluation of
Alternatives
Post-Purchase
Evaluation