Problem Routine
Psychological
Recognition Programmed
limited decision
Social Information Search
making
Post-purchase
Personal
Behavior
Factors affecting consumer buying behavior
1. Internal or Psychological factors
Motivation
Perception
selective attention
selective distortion
selective retention
Learning
References:
Group of people with whom an individual associates
The person's position in each group can be defined in tern of role and status
Peoples choose products that communicate their role and status in society
3. Cultural factors
We have to know the differences of; Culture, sub-culture, social class
influence the consumer behavior when buying good and service
Culture
is fundamental determinant of person wants and behavior
affect people in Egypt of what they would like to wear and what they
would like to eat
The following are the main economic factors that greatly influence
the consumer buying behavior
4. Economic factors
1. Personal Income:
The personal income of an individual influences his buying behavior as it
determines the level to which the amount is spent on the purchase of goods and
services. The consumer has two types of personal incomes; disposable income and
discretionary income.
2. Family Income:
The family income refers to the aggregate of the sum of the income of all the
family members. The total family income also influences the buying behaviors of
its members. The income remaining after meeting all the basic necessities of life
can be used for the purchase of shopping goods, luxury items, durable goods, etc.
4. Economic factors
3. Income Expectations:
An Individual’s expectation with respect to his income level in the future influences his buying
behavior today. Such as, if a person expects his income to increase in the future, then he will
spend more money on the purchase of the luxury goods, durables and shopping goods. And on
the contrary, if he expects his income to fall in the future his expenditure on such items also
reduces.
4. Consumer Credit:
The credit facility available to the consumer also influences his buying behavior. If the credit
terms are liberal, and EMI scheme is also available, then the customers are likely to spend
more on the luxury items, durable goods, and shopping goods. This credit is offered by the
seller either directly or indirectly through the banks and other financial institutions.
4. Economic factors
5. Liquid Assets:
The liquid assets with the consumer also influences his buying behavior. The liquid assets
are the assets that are readily convertible into the cash. If the customer has more liquid
assets, then he is likely to spend more on the luxury items and the shopping goods. On the
other hand, if the liquid assets are few then the expenditure on luxury items also reduces.
6. Savings:
The amount of savings out of the personal income also influences the consumer buying
behavior. Such as, if the customer decides to save more for a particular period, then his
expenditure on the other items will be less and in case the savings are less the expenditure
on other items increasestions.
5. Personal factors
Personal characteristics that influence a buyer’s decision include
2. Occupation,
There is no single process used by the consumer however most of the models
sees that consumers judgment is based on their conscious and rational basis.
3. Consumer sees the benefit as a bundle of attributes with varying ability to deliver benefits
3. Evaluation of Alternatives
Example:
Car’s: safety, comfortable, motor power or gas efficiency usage (cost wise)
Because attitude economize on energy and thought it’s difficult to change and
its advised that company should fit its product toward attitude rather than
changing it
Ex : domino’s Pizza (discuss)
Expectancy Value Model
Consumer evaluate products and service by combining their brand beliefs
-positives and negatives – according to importance
If we take an example of restaurants as per below table and if the weight of our
attribute as follow:
30 % for the diversity
40 % for the quality of foods & service
30% for the price
The marketer’s job does not end when the product is bought.
Reinforce consumer’s choice & help him feel good about the brand.
Dissatisfied consumers…
take public action by complaining to the company or other groups (government agencies).
Example; Computer companies: send letter to new owners congratulate and thanks
to select their brand, place ads for satisfied owners, list locations of services.
Post-purchase USES AND DISPOSAL
Products are disposed of in a number of ways, e.g. sold, thrown away, rented,
linked with product consumption rate. E.g. the faster the buyer consumes the
product, the faster they need to repurchase another one. Marketing strategies can
be designed to attract consumers to repurchase their brand.
6. Post-Purchase Evaluation
Just because a purchase has been made, the process has not ended.
Impulse buying
CONCLUSION
For a successful consumer oriented market, service provider should
work as psychologist to procure consumers.