CONSUMER

ANALYSIS
UNIT 3
 OVERVIEW
• We will cover the two types of market
–Consumer or household market
–Business market

• You will be able to apply relevant

buying behavior theories in doing
consumer analysis.
 SCENARIO
Market is very dynamic.
Can the buying behaviors of
consumers be predictable?
 CASE OVERVIEW
Read pg. 42 – 43
Discussion Questions
1. If you were Charlotte, what factors would
you find important in understanding your
made-to-order market? Take the case of the
sewing and design needs of Regina’s
children.
2. Considering the inquiry of Tween
Brands Co., what factors would
Charlotte find as important in
understanding the business market?
 THEORIES AND CONCEPTS
CONSUMER AND BUSINESS MARKET
Consumer Market
• Described as the market that buys a products for
their personal or end use.
Business Market
• Described as the market that buys a product for
further processing and then resells it to the
market.
Example: Bookstores
Business Market:
referred to as DERIVED DEMAND.
• This means that if there is no demand
from the end user, then there will be
no demand from the business market.
• Purchasing Office or Officer
– Take care of their business needs.
 Adapted from saylor.org Academy, the table discusses the
differences between the two markets.
CONSUMER MARKET BUSINESS MARKET
More customers, spread geographically Less customers, geographically
concentrated

Fewer units and fewer transactions from Bigger volume and more transactions
the same customer from the same business customer

Individualized decision-making Business decision-making goes through

several departments in an organization

Reliance on advertising for information More reliance on personal selling for

gathering information gathering

Lenient product standard requirements More strict product standard

requirements
 CONSUMER BEHAVIOR
• Defined as the study of
consumers and the processes
they use to choose, use, or
consume, and dispose products
and services.
 Factors Influencing Consumer Behavior
• Consumer behavior is influenced by different
factors. These are the following:
a. Culture
– Totality of the inherited ideas, beliefs, values, and
knowledge, w/c constitute the shared bases of social
action.
b. Social
– Social factors, such as group, family, role and status
would influence consumer behavior.
c. Personal
–Age, life stage, occupation, economic
situation, lifestyle, personality, and
self-concept will influence behavior.
d. Psychological
–Motivation, perception, learning,
beliefs, and attitudes influence
behavior.
 Another theory that is
relevant in the study of
consumer behavior technology
and the adopter categories.
 Adopter Categories by Rogers
–This theory explains the classification
of individuals within a market based
on how easily they adopt to
technology. The bell curve below
illustrates this.
 The shorter the time it takes for individuals to
adopt to technology, more innovative they are.
Rogers described five categories of adopters:
1. Innovator
2. Early Adopter
3. Early Majority
4. Late Majority
5. Laggards
Innovativeness is only one of the characteristics that
we can look at in understanding consumer
behaviour. Another important consideration is the
buying role.
 BUYING ROLES
• Defined as the function of a person associated
with the purchase of a product. Adapted from
Marketing Teacher.com, the six main buying roles
can be summarized as follows:
1. The Initiator
2. The Influencer
3. The Decider
4. The Buyer
5. The User
6. The Gatekeeper
Let us say, for example, you were
informed in school that you will have a
field trip to Enchanted Kingdom. When
you got home, you discussed this field
trip with your family. You asked your
mother if you can go, and she directs your
request to your father for his approval.
Your sister says it was the field trip
destination that she also went to before.
In this scenario, what
roles are being played?
Who in the family is
playing the different
roles?
 Output # 1
Have you played all the roles
identified in the previous section?
In a skit, demonstrate a
consumption situation wherein
the different buying roles are
presented.