Consumer Market and Buyer Behavior
Model of Consumer Behavior
Buying decision behavior and the buyer decision process
Types of Buying Decision Behavior
Buyer Decision Process
Buyer Decision Process for New Products
Characteristics Affecting Consumer Behavior
Complex Buying Behavior
Need recognition
Information search
Evaluation of alternatives
High consumer
involvement in a purchase and significant
perceived differences among brands.
Purchase decision
Postpurchase behaviour
The need can be triggered by
Dissonance-Reducing Buying Behavior
High involvement but few
perceived differences among brands.
Cultural Factors
Social Factors
Psychological Factors
Internal stimuli: person’s normal needs
Habitual Buying Behavior
Low consumer
involvement and few significant perceived
brand differences.
External stimuli:
marketer should research what kinds of needs or problems arise
Culture
Variety-Seeking Buying Behavior
Subculture
Group of people with shared value systems based on common life experiences and situations.
Personal Factors
Low consumer
involvement but significant perceived
brand differences.
Social Class
Motivation
Perception
Learning
Belief & Attitudes
Basic values, perceptions, wants, and behaviors learned by a member of society.
Occupation
Age & Life Stage
Economic Situation
Lifestyle
The environment
Personality & Self-Concept
Buyer's black box
Buyer response
Buyer's characteristic
Groups & Social Networks
Buyer's decision process
Marketing stimuli
Family
Other
Roles & Status
Buying attitudes and preference
Purchase behavior
personal sources, commercial sources, public sources, experiential sources
Brand engagements and relationship
Relatively permanent and ordered divisions share similar values, interests, and behaviors.
Cultural Factors
Social Factos
Personal Factors
Psychological Factors
affected by
attitudes of others
Culture
unexpected situational factors
Subculture
Social class
Groups and social networks
Family
Roles and status
Age and life- cycle stage
Occupation
Economic situation
Group
Lifestyle
Word-of-mouth influence
Personality and self-concept
Opinion leader
Motivation
Online social networks
Perception
Learning
Beliefs ad attitudes