Buying Behavior
MARKETING MANAGEMENT 1 1
Consumer Buying Behavior
■ Consumer Buying Behavior refers to the
buying behavior of final consumers
-individuals & households who buy goods
and services for personal consumption.
■ All these consumers make up the
consumer market.
■ The central question for marketers is:
■ “How do consumers respond to various
marketing efforts the company might use?”
MARKETING MANAGEMENT 1 2
Model of Buyer Behavior
Marketing and Buyer’s Black Box Buyer Responses
Other Stimuli
MARKETING MANAGEMENT 1 3
Buyer Decision Process
Purchase
Decision
Evaluation Postpurchase
of Alternatives Behavior
Information
Search
Need
Recognition
MARKETING MANAGEMENT 1 4
Buyer Decision Process
Step 1. Need Recognition
Buyer
Recognizes Needs Arising
State Where the From:
Buyer’s Needs a
are Fulfilled and Problem Internal Stimuli –
the Buyer is or a
Hunger
Satisfied. Need.
External Stimuli-
Friends
MARKETING MANAGEMENT 1 5
6 MARKETING MANAGEMENT 1
The 1st step involves a quick and largely
unconscious scan of memory for
stored information and experience
re: the problem
Largely in the form of beliefs and attitudes
Step 2. Information Search
The Buyer Decision Process
The Buyer Decision Process
Step 3 Extended Information Search
MARKETING MANAGEMENT 1 7
The Buyer Decision Process
Step 4. Evaluation of Alternatives
Consumer May Use Careful
Calculations & Logical Thinking
Attitudes Unexpected
of Others Situational
Factors
Purchase Decision
MARKETING MANAGEMENT 1 9
The Buyer Decision Process
Step 6. Postpurchase Behavior
Satisfied Customer!
Consumer’s
Cognitive Dissonance
Expectations of Product’s Performance.
Product’s Perceived
Performance.
Dissatisfied Customer
MARKETING MANAGEMENT 1 10
Factors Influencing
Consumer Behavior
Cultural
Social Personal
Age and Psycho-
life-cycle logical
Culture Referen
ce Occupati Motivati
groups on on
Sub- Economic Percepti Buyer
situation on
culture Family
Lifestyle Learning
Personali Beliefs
Social Roles ty and
class and and attitudes
status self-conc
ept
MARKETING MANAGEMENT 1 11
Factors Affecting Consumer
Behavior: Culture
Culture is the Most Basic Cause of a Person's
Wants and Behavior.
Subculture
• Group of people with shared
value systems based on
common life experiences.
• Hispanic Consumers
• African American Consumers
• Asian American Consumers
• Mature Consumers
MARKETING MANAGEMENT 1 12
Factors Affecting Consumer
Behavior: Culture
Culture is the Set of Values, Perceptions, Wants &
Behavior Learned by a Member of Society from
Family.
Social Class
• Society’s relatively permanent
& ordered divisions whose
members share similar values,
interests, and behaviors.
• Measured by: Occupation,
Income, Education, Wealth and
Other Variables.
MARKETING MANAGEMENT 1 13
14 MARKETING MANAGEMENT 1
Roles and Status
Family (most important)
Social Factors •Husband, wife, kids
•Influencer, buyer, user
Groups
•Membership
•Reference
Behavior: Social
Factors Affecting Consumer
Factors Affecting Consumer
Behavior: Personal
Personal Influences
Personality
Age and Life Economic &
Occupation
Cycle Stage Situation Self-Concep
t
Lifestyle Identification
MARKETING MANAGEMENT 1 15
Factors Affecting Consumer
Behavior: Psychological
Motivation
Psychological
Factors
Beliefs and Perception
Affecting
Attitudes Buyers
Choices
Learning
MARKETING MANAGEMENT 1 16
Involvement
Involvement is…
the amount of time and effort a buyer invests in the
search, evaluation, and decision processes of
consumer behavior.
Exhibit 6.2
Continuum of Consumer Buying
Decisions
Types of Buying Decision
Behavior
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between Behavior Behavior
brands
Few Dissonance- Habitual
differences Reducing Buying Buying
between Behavior Behavior
brands
MARKETING MANAGEMENT 1 19
Factors Determining the Level of
Consumer Involvement
Previous Experience
Interest
Perceived Risk of
Negative Consequences
Situation
Social Visibility
Marketing Implications
of Involvement
In-store promotion,
eye-catching package
Low-involvement
design, and good displays.
purchases require: Coupons, cents-off,
2-for-1 offers
A Simple Model of Consumer Decision Making
External Influences
Sociocultural Environment
Firm’s Marketing Efforts
1. Family
Input 1. Product
2. Informal sources
2. Promotion
3. Other noncommercial sources
3. Price
4. Social class
4. Channels of distribution
5. Subculture and culture
Consumer Decision Making
Psychological Field
1. Motivation
Need Recognition 2. Perception
3. Learning
Process Prepurchase Search 4. Personality
5. Attitudes
Evaluation of Alternatives
Experience
Postdecision Behavior
Output Purchase
1. Trial Postpurchase Evaluation
2. Repeat purchase
MARKETING MANAGEMENT 1 22