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