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Consumer Behavior - Coggle Diagram
Consumer Behavior
Consumer buyer behavior
refers to the buying behavior of final consumers—individuals and households who buy goods
and services for personal consumption.
Characteristics
1)cultural Factors
Culture
is the set of basic values, perceptions, wants, and behavior learned from family and other important institutions
Subculture
are groups of people within a culture with sharedvalue systems based on common life experiences and situations.
Dimensions
Uncertainty Avoidance Index
Individualism
Power Distance Index
Masculinity
Long-Term Orientation
Prof. Hofstede defined five dimensions to analyze and compare cultures across the world. Using research conducted in Egypt, Iraq, Kuwait, Lebanon, Libya, Saudi Arabia, and the UAE, he developed a measure of the Arab world. The 5 dimensions are:
Indulgence
stands for a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun
Restraint
stands for a society that suppresses gratification of needs and regulates it by means of strict social norms.
Try our Country Comparison tool or compare your personal preferences to the scores of a country of your choice, with Culture Compass™
2)Social 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.
An Arab Example : Social Classes in the UAE
Nationals Al-Muwateneen
The Merchant Class
New Middle Class
Ruling Sheikhly Families
Low Income Groups
Foreign immigrants Al-Wafedeen
Top Professionals and International Contractors
Low-paid, Semi-skilled and Unskilled workers
Middle Range Professionals
Groups and Social Networks
Aspirational Groups
Groups an individual wishes to belong to
Reference Groups
Groups that form a
comparison orreference
in forming attitudes or behavior
Membership Groups
Groups with direct influence and to which a person belongs
Word-of-mouth influence and buzz marketing
Opinion leaders=influentials=leading adopters
are people within a reference group who exert social influence on others
Marketers identify them to use as brand ambassadors
Online Social Networks
are online communities where people socialize or exchange information and opinions:
Social networking sites (facebook)
Virtual worlds (second life)
Blogs
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.
3)Personal Factors
Age and life-cycle stage
Tastes in food, clothes, furniture, and recreation are often age related
Buying is also shaped by the stage of the family life-cycle— the stages through which families might pass as they mature over time
People change the goods and services they buy over their lifetimes
Occupation
affects the goods and services bought by consumers.
Economic situation
includes trends in:
Savings
Interest rates
Personal income
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.
Personality
refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment:
Sociability
Autonomy
Self-confidence
Defensiveness
Adaptability
Aggressiveness
Brand Personalities
Competence:
intelligent
successful
Reliable
Sophistication:
Upper class
charming
Excitement:
spirited
imaginative
Daring
up-to-date
Ruggedness:
Outdoorsy
tough
Sincerity:
honest
wholesome
Down-to-earth
cheerful
Self-concept
or
self-image premise
is that people’s possessions contribute to and reflect their identities—that is, ‘we are what we have’
4)Psychological Factors
2.Perception
is the process by which people select, organize and interpret information to form a meaningful picture of the world from three perceptual processes
Selective distortion
is the tendency for people to interpret information in a way that will support what they already believe.
Selective retention
is the tendency to remember
good points
made about a brand they favor and forget good points about competing brands.
Selective attention
is the tendency for people to screen out most of the information to which they are exposed
3.Learning
is the change in an individual’s behavior arising from experience and occurs through interplay of:
Stimuli
Responses
Drives
Reinforcement
Cues
1.Motivation
A motive
is a need that is sufficiently pressing to direct the person to seek satisfaction
Motivation research
refers to qualitative research designed to probe consumers’ hidden, subconscious motivations.
Maslow's Hierarchy of Needs
Esteem needs
Self steem ,recognetion ,status
Social needs
Sence of belonging ,love
Self actualization needs
Self developement,realization
Safety needs
Security ,protection
Physiological needs
Hunger ,Thrist
4.Beliefs and attitudes
Belief
is a descriptive thought that a person has about something based on:
Knowledge
Opinion
Faith
Attitudes
describe a person’s relatively consistent
evaluations, feelings, and tendencies
toward an object or idea.
5)The buyer
Types of Buying Decision Behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Complex buying behavior
Variety-seeking buying behavior
The Buyer Decision Process
Evaluation of Alternatives
How the consumer processes information to arrive at brand choices
Depends on the individual consumer and the specific buying situation
Purchase Decision
The act by the consumer to buy the most preferred brand
can be affected by:
Attitudes of others
Unexpected situational factors
Information Search
Sources of Information
Personal
family and friends
Commercial
advertising, Internet
Public
mass media, consumer organizations
Experiential
handling, examining, using the product
Post-Purchase Decision
The satisfaction or dissatisfaction that the consumer feels about the purchase.
The larger the gap between expectation and performance, the greater the consumer’s dissatisfaction
Relationship between:
Consumer’s expectations
Product’s perceived performance
Customer satisfaction
is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value.
Cognitive dissonance
is the discomfort caused by a postpurchase conflict.
Need Recognition
Occurs when the buyer recognizes a problem or need triggered by
Internal stimuli
External stimuli
New Product and Adoption Process
A New Product
is a good, service, or idea that is perceived by some potential customers as new.
Adoption process
is the mental process an individual goes through from first learning about an innovation to final regular use
Stages
Awareness
Interest
Evaluation
Trial
Adoption
Influence of Product Characteristics on Rate of Adoption
Complexity
Complexity
Compatibility
Communicability
Relative advantage
Model
Buyer's black box
Buyer's characteristics
Buyer's decision process
Buyer resposes
Buying attitudes &preferences
Purchase behavior.what the buyer buys,when,where&who much
Brand &company relationship behavior
The environment
Marketing stimuli
price
Place
Product
Promotion
Other
Technological
Social
Economic
Culture
Consumer market
refers to all of the personal consumption of final consumers