05. consumer buyer behavior
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This document discusses consumer buyer behavior and the factors that influence it. It outlines a model of consumer behavior and describes the characteristics affecting consumer behavior, including cultural factors like subcultures and social classes. It also discusses the types of social factors such as membership, aspirational, and reference groups. Finally, it examines personal factors influencing consumer behavior such as age, occupation, lifestyle, personality, and brand personality.
05. consumer buyer behavior
- 1. Consumer Markets and Consumer Buyer Behavior Rajeev Shrestha Lecture 5 – February 29, 2012
- 2. Consumer Markets and Consumer Buyer Behavior Topic Outline Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products
- 3. Model of Consumer Behavior Consumer buyer behavior refers to the buying behavior of final consumers—individuals and households who buy goods and services for personal consumption Consumer market refers to all of the personal consumption of final consumers
- 4. Characteristics Affecting Consumer Behavior Cultural Factors Culture is the learned values, perceptions, wants, and behavior from family and other important institutions
- 5. Characteristics Affecting Consumer Behavior Cultural Factors Subculture are groups of people within a culture with shared value systems based on common life experiences and situations
- 6. Characteristics Affecting Consumer Behavior Cultural Factors Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors Measured by a combination of occupation, income, education, wealth, and other variables
- 7. Characteristics Affecting Consumer Behavior Social Factors Groups and Social Networks Membership Aspirational Reference Groups Groups Groups • Groups with • Groups an • Groups that direct individual form a influence wishes to comparison and to belong to or reference which a in forming person attitudes or belongs behavior
- 8. Characteristics Affecting Consumer Behavior Groups and Social Networks Word-of-mouth influence and buzz marketing Opinion leaders are people within a reference group who exert social influence on others Also called influentials or leading adopters Marketers identify them to use as brand ambassadors
- 9. Characteristics Affecting Consumer Behavior Groups and Social Networks Online social networks are online communities where people socialize or exchange information and opinions Include blogs, social networking sites (Facebook), virtual worlds (second life)
- 10. Characteristics Affecting Consumer Behavior Social Factors Family is the most important consumer-buying organization in society Social roles and status are the groups, family, clubs, and organizations that a person belongs to that can define role and social status
- 11. Characteristics Affecting Consumer Behavior Personal Factors Age and life-cycle stage RBC Royal Band stages Youth—younger than 18 Getting started—18-35 Builders—35-50 Accumulators—50–60 Preservers—over 60
- 12. Characteristics Affecting Consumer Behavior Personal Factors Occupation affects the goods and services bought by consumers Economic situation includes trends in: Personal Interest Savings income rates
- 13. Characteristics Affecting Consumer Behavior Personal Factors Lifestyle is a person’s pattern of living as expressed in his or her psychographics Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment
- 14. Characteristics Affecting Consumer Behavior Personal Factors Personality and Self-Concept Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment
- 15. Characteristics Affecting Consumer Behavior Personal Dominance Autonomy Factors Defensiveness Adaptability Aggressiveness
- 16. Characteristics Affecting Consumer Behavior Personal Factors Brand Personality Sincerity (down-to-earth, honest, wholesome and cheerful) Excitement (daring, spirited, imaginative and up- to-date) Competence (reliable, intelligent and successful) Sophistication (upper class and charming) Ruggedness (outdoorsy and tough)