Transcript Consumer buying behaviour

INDIVIDUAL
BUYER
BEHAVIOUR
INDIVIDUAL BUYER BEHAVIOUR
Learning objectives
After reading this chapter, you should be able to:
• Define consumer buying behaviour.
• Define the consumer market and construct a simple model of
consumer buying behaviour.
• Tell how culture, subculture and social class influence
consumer buying behaviour.
• Describe how consumers’ personal characteristics and primary
psychological factors affect buying decisions.
• Discuss how consumer decision making varies with the type of
buying decision.
• Explain the stages of the buying decision and adoption
processes.
INDIVIDUAL BUYER BEHAVIOUR
Some key definitions
Consumer buying behaviour: The buying behaviour of final consumers - individuals and households who buy
goods and services for personal consumption.
Consumer market – All the individuals and households who buy or acquire goods and services for personal
consumption.
Culture – The set of basic values, perceptions, wants and buhaviours learned by a member of society from family
and other important institutions.
Subculture – A group of people with shared value systems based on common life experiences and situations.
Siocial classes – Relatively permanent and ordered divisions in a society whose members share similar values,
interests and behaviours
Membership groups – Groups that have a direct influence on a person’s behaviour and to which a person
belongs.
Reference groups – Groups that have a direct (face-to-face) or indirect influence on the person’s attitudes or
behaviour.
Aspiration group – A group to which an individual wishes to belong.
Decision Making Unit – (DMU) –All the individuals who participate in , are influence, the consumer buyingdecision process.
Initiator – The person who first suggests or thinks of the idea of buying a particular product or service.
Influencer – A person whose view or advice influences buying process.
Decider – The person who ultimately makes a buying decision or any part of it – whether to buy, what to buy, how
to buy, or where to buy.
Buyer – The person who makes an actual purchase
User – The person who consumes or uses a product or service.
Role – The activities a person is expected to perform according to the people around him or her.
Status- The general esteem given to a role by society.
Family Life cycle – The stages through which families might pass as they mature over time.
Lifestyle – A person’s pattern of living as expressed in his or her activities, interests and opinions.
Psychographics – The technique of measuring lifestyles and developing lifestyle classifications; it involves
measuring the chief ALO dimensions (activities, interests, opinions).
INDIVIDUAL BUYER BEHAVIOUR
Some key definitions
Personality: - A person’s distinguishing psychological characteristics that lead to relatively
consistent and lasting responses to his or her own environment.
Self-concept- Self-image, or the complex mental pictures that people have of themselves
Motive drive) – A need that is sufficiently pressing to direct the person to seek satisfaction of the
need.
Perception – The process by which people select, organize and interpret information to form a
meaningful picture of the world.
Selective attention – The tendency of people to screen out most of the information to which they
are exposed.
Selective distortion – The tendency of people to adapt information to personal meanings.
Selective retention- The tendency of people to retain only part of the information to which they
are exposed, usually information that supports their attitudes or beliefs.
Learning – Changes in an individual’s behaviour arising from experience.
Belief – A descriptive thought that a person holds about something.
Attitude – A person’s consistently favourable or unfavourable evaluations, feelings and
tendencies towards an object or idea.
Complex buying behaviour – Consumer buying behaviour in situations characterized by high
consumer involvement in a purchase and significant perceived differences among brands.
Dissonance-reducing buying behaviour – Consumer buying behaviour in situations characterized
by high involvement but few perceived differences among brands.
INDIVIDUAL BUYER BEHAVIOUR
Some key definitions
• Habitual buying behaviour - Consumer buying behaviour in situations
characterized by low consumer involvement and few significant perceived
brand differences.
• Variety-seeking buying behaviour – Consumer buying behaviour in
situations characterized by low consumer involvement, but significant
perceived brand differences.
• Need recognition – The first stage of the buying decision process in which
the consumer recognizes a problem or need.
• Information search – The stage of the buyer decision process in which the
consumer is aroused to search for more information; the consumer may
simply have heightened attention or may go into active information search.
FACTORS INFLUENCING
INDIVIDUAL BUYER BEHAVIOUR
• Personal/individual: income, age, gender, marital
status.
• Psychological:Personality, Perception, Motivation,
Attitude.
• Environmental: Political, economic, social,
technological,& legal:
• Marketing mix : Product, price, place, promotion,
people, physical evidence and process.
• Social: Culture, subculture, reference groups,
FACTORS INFLUENCING
INDIVIDUAL BUYER BEHAVIOUR
FACTORS INFLUENCING
INDIVIDUAL BUYER BEHAVIOUR
Decision-making process:
Decision-making process
Problem
recognition
Information search
Information
evaluation/evaluation of
alternatives
Purchase decision
Post-purchase evaluation