Description
Buying Behaviour is the decision processes and acts of people involved in buying and using products.
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 Information Search Evaluation of Alternatives
Purchase Decision
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
Public Luxuries Strong
Golf Clubs Snow Skis Sail Boat
Weak Private Luxuries
TV Video Games Ice Makers Trash Compactors
Product Choice
Weak
Public Necessities
Wrist Watch Automobiles Dress Clothes
Private Necessities
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.
Psychological Motive
Ninety-day warranty.
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 Information Search Evaluation of Alternatives
Purchase Decision
Post-Purchase Evaluation
doc_581986680.ppt
Buying Behaviour is the decision processes and acts of people involved in buying and using products.
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 Information Search Evaluation of Alternatives
Purchase Decision
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
Public Luxuries Strong
Golf Clubs Snow Skis Sail Boat
Weak Private Luxuries
TV Video Games Ice Makers Trash Compactors
Product Choice
Weak
Public Necessities
Wrist Watch Automobiles Dress Clothes
Private Necessities
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.
Psychological Motive
Ninety-day warranty.
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 Information Search Evaluation of Alternatives
Purchase Decision
Post-Purchase Evaluation
doc_581986680.ppt