7/28/2019 Chapter 5 Marketing, ibne ali jafrai

1/3

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

CHAPTER # 5 Page 1

CONSUMER BUYER BEHAVIOR:

The buying behavior of final consumers_ individuals and households that buy goods

and services for personal consumption

CONSUMER MARKET:

All the individuals and households who buy or acquire goods and services for

personal consumption

FACTORS EFFECTING CONSUMER BUYING BEHAVIOR/ CHARACTERISTICS

AFFECTING CONSUMER BEHAVIOR:

1. Culture Factor

2. Social Factor

3. Personal Factor

4. Psychological Factors

Culture Factor: The set of basic values, perceptions, wants, &

behaviors learned by a member of society from family & other importantinstitutions

Social Factor: relatively permanent and ordered divisions in a society

whose members share similar values, interest & behaviors

Personal Factor: A buyers decision is also influenced by personal

characteristics such as the buyers age, life cycle stage, occupation,

economic situations, life style, and personality & self-concept

Psychological Factors: A persons buying choices also influenced by

four major psychological factors; motivation, perception, learning, and

beliefs & attitudes

CONSUMER BUYING DECISION BEHAVIOR/ TYPES OF BUYING DECISION

BEHAVIOR:

1. Complex Buying Behavior

2. Dissonance Reducing Buying Behavior

3. Habitual Buying Behavior

4. Variety Seeking Buying Behavior

Complex Buying Behavior: Consumer buying behavior in situations characterized

by high consumer involvement in a purchase & significant perceived differences

among brands

Culture

Culture

Sub- culture

Social classes

SocialReference

groups

Family

Roles & status

Personal

Occupation

Economic

situation

Life style

Personality

Psychological

Motivation

Perception

Learning

Beliefs &

attitude

BUYER

7/28/2019 Chapter 5 Marketing, ibne ali jafrai

2/3

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

CHAPTER # 5 Page 2

For example: All products from export companies (Germany, Japan etc), they

have no differences

Dissonance Reducing Buying Behavior: Consumer buying behavior in situations

characterized by high consumer involvement but few perceived differences among

brands

For example: consumer buying furniture or curtains materials may face a high

involvement decisions

Habitual Buying Behavior: Consumer buying behavior in situations characterized

by low consumer involvement and few significantly perceived band differences

For example: colgate, dalda, cigarette consumer have no desire to shift on another

brand_ they simply go to the store and reach for the band

Variety Seeking Buying Behavior: Consumer buying behavior in situations

characterized by low consumer involvement but significant perceived band

differences

For example: pepsi, coke, dew etc consumer are easily shift to one brand to another

without any hesitation

High involvement low involvement

Significant differences

Between bands

Few differences

Between bands

THE BUYER DECISION PROCESS FOR NEW PRODUCTS/ ADOPTION

PROCESS:

Adoption process:

The mental process through which an individual passes from first hearing about an

innovation to final adoption

Stages in the Adoption process:

Consumers go through 5 stages in the process of adopting a new product:

Awareness: The consumer becomes aware of the new product, but lacks

information about it

Interest: The consumer seeks information about the new product

Evaluation: The consumer considers whether trying the new product makes

sense

Trial: The consumer tries the new product on a small scale to improve his/her

estimate of its value

Adoption: The consumer decides to make full & regular use of the new

product

Complex Variety seeking

Buying buying

Behavior behavior

Dissonance habitual buying

Reducing behavior

Buying behavior

7/28/2019 Chapter 5 Marketing, ibne ali jafrai

3/3

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

CHAPTER # 5 Page 3

CONSUMER BUYING PROCESS FOR NEW PRODUCT/ BUYING DECISION

PROCESS:

1. Need Recognition

2. Information Search

3. Alternative Evaluation

4. Purchase Decision5. Post- Purchase Behavior

Need Recognition:

The first stage of the buyer 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 an active information search

Alternative Evaluation:

The stage of the buyer decision process in which the consumer uses information toevaluate alternatives brands in the choice set

Purchase Decision:

The buyers decision about which brand to purchase

Post- Purchase Behavior:

The stage of the buyer decision process in which the consumer take further action

after purchase, based on their satisfaction or

dis-satisfaction

Buyer Decision Process

Need

Recognition

Information

Search

Post-

Purchase

Behavior

Purchase

Decision

Alternative

Evaluation