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    Chapter-5 (Part 1)

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    Nahid Farzana 1610449630
    This document provides an overview of consumer behavior and the buyer decision process. It discusses key factors that influence consumer decisions, including cultural, social, personal, and psychological characteristics. The model of consumer behavior examines how consumers move through the stages of the buyer decision process when choosing products, from need recognition to post-purchase evaluation. Key aspects that affect each stage are identified, such as the influence of culture, social groups, age, income, and motivations.

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    Chapter-5 (Part 1)

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    This document provides an overview of consumer behavior and the buyer decision process. It discusses key factors that influence consumer decisions, including cultural, social, personal, and psychological characteristics. The model of consumer behavior examines how consumers move through the stages of the buyer decision process when choosing products, from need recognition to post-purchase evaluation. Key aspects that affect each stage are identified, such as the influence of culture, social groups, age, income, and motivations.

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    This document provides an overview of consumer behavior and the buyer decision process. It discusses key factors that influence consumer decisions, including cultural, social, personal, and psychological characteristics. The model of consumer behavior examines how consumers move through the stages of the buyer decision process when choosing products, from need recognition to post-purchase evaluation. Key aspects that affect each stage are identified, such as the influence of culture, social groups, age, income, and motivations.

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    23 views22 pages

    Chapter-5 (Part 1)

    Uploaded by

    Nahid Farzana 1610449630
    This document provides an overview of consumer behavior and the buyer decision process. It discusses key factors that influence consumer decisions, including cultural, social, personal, and psychological characteristics. The model of consumer behavior examines how consumers move through the stages of the buyer decision process when choosing products, from need recognition to post-purchase evaluation. Key aspects that affect each stage are identified, such as the influence of culture, social groups, age, income, and motivations.

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    You are on page 1of 22

    Chapter 5

    Consumer Markets and Buyer Behavior

    Introduction to Marketing (MKT-202)

    Nahin Sultana (NHSU)


    OBJECTIVES OUTLINE

    • Model of Consumer Behavior

    • Characteristics Affecting Consumer Behavior

    • Buying Decision Behavior and the Buyer Decision Process

    • The Buyer Decision Process for New Products

    NHSU (MKT-202) 2
    Model of Consumer Behavior
    Consumer Buyer Behavior: The buying behavior of final consumers- the individuals and households
    that buy goods and services for personal consumption.

    Consumer Market: All the individuals and households that buy or acquire goods and services for
    personal consumption.

    NHSU (MKT-202) 3
    What Affects Our Behavior
    as
    Consumers?

    NHSU (MKT-202) 4
    Characteristics Affecting Consumer Behavior

    NHSU (MKT-202) 5
    Cultural Factors
    Culture: The set of basic values, perceptions, wants, and behaviors learned by a member of society from
    family and other important institutions.

    Achievement, success, freedom, individualism,


    hard work, material comfort, fitness and health

    ?
    NHSU (MKT-202) 6
    Cultural Factors

    https://www.youtube.com/watch?v=kemtDbTBwpo

    NHSU (MKT-202) 7
    Cultural Factors
    Subculture: A group of people with shared value systems
    based on common life experiences and situations.

    Subcultures in USA:
    Hispanic American Consumers (Mexicans, Argentineans,
    Cubans)
    African American Consumers

    Share about your sub-cultural celebrations in Bangladesh

    Social Class: Relatively permanent and ordered divisions in a society whose members share similar values,
    interest, and behaviors.
    • Seven groups of Social Classes

    NHSU (MKT-202) 8
    Cultural Factors
    Total Market Strategy: Integrating ethnic themes and cross cultural perspectives within a brand’s
    mainstream marketing, appealing to consumer similarities across subcultural segments rather than
    differences.

    NHSU (MKT-202) 9
    Social Factors

    Social Factors: A consumer’s behavior also is influenced by social factors, such as consumer’s small groups,
    social networks, family, and social roles and status.

    • Word-of-mouth influence
    Groups and Social Networks • Opinion Leader
    • Online Social Networks

    Social Factors Family

    Roles and Status

    NHSU (MKT-202) 10
    Social Factors
    Groups and Social Networks
    Word-of-Mouth Influence: The impact of the personal words and recommendations of trusted friends,
    family, associates, and other consumers on buying behavior.
    Opinion Leader: A person within a reference group who, because of special skills, knowledge,
    personality, or other characteristics, exerts social influence on others.

    https://www.youtube.com/watch?v=IAmLqMPHMfg

    NHSU (MKT-202) 11
    Social Factors

    Online Social Networks: Online social communities- blogs, online social media, brand communities, and
    other online forums- where people socialize or exchange information and opinions.

    NHSU (MKT-202) 12
    Social Factors
    Buzz Marketing

    To be launched 2014 CLA Model


    https://www.youtube.com/watch?v=BYQL6-3Q8LI
    NHSU (MKT-202) 13
    Social Factors
    Family

    https://www.youtube.com/watch?v=u2oj82iJ0zo

    Roles and Status


    A person belongs to many groups- family, clubs, organizations, online communities. People choose
    products appropriate to their roles and status.

    NHSU (MKT-202) 14
    Personal Factors

    Personal Factors: A buyer’s decisions also are influenced by personal characteristics such as the buyer’s
    occupation, age and stage, economic situation, lifestyle, and personality and self-concept.

    Age and Life Stage

    Occupation

    Social Factors Economic Situation

    Lifestyle

    Personality and Self-Concept

    NHSU (MKT-202) 15
    Personal Factors
    Age and life-cycle stage

    30+

    https://www.youtube.com/watch?v=0PS1i-XzTYY

    NHSU (MKT-202) 16
    Personal Factors
    Occupation Economic Situation

    Marketers watch trends in spending, personal


    income, savings, and interest rates.

    https://www.youtube.com/watch?v=xrJZRhDZk0A

    NHSU (MKT-202) 17
    Personal Factors
    Lifestyle
    A person’s pattern of living as expressed in his or her activities,
    interests, and opinions.
    Blackberry Boys
    Activities- Work, hobbies, shopping, sports, social events https://www.youtube.com/watch?v=X_Dpr1uJnb4

    Interests- Food, Fashion, Family, Recreation


    Opinions- About themselves, Social Issues, Business, Products

    Personality and self-concept


    The unique psychological characteristics that distinguish a person or group.
    Self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness.

    NHSU (MKT-202) 18
    Psychological Factors
    Psychological Factors: A person’s buying choices are further influenced by four major psychological
    factors: motivation, perception, learning, and beliefs and attitudes.

    Motivation

    Perception
    Psychological Factors
    Learning

    Beliefs and attitudes

    NHSU (MKT-202) 19
    Psychological Factors
    Motive: A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

    NHSU (MKT-202) 20
    Psychological Factors
    Perception: The process by which people select, organize, and interpret information to form a meaningful
    picture of the world.
    • Selective Perception
    • Selective Distortion
    • Selective Retention

    Subliminal Advertising: Ex- Eat popcorn, drink coke

    Learning: Changes in an individual’s behavior arising from experience. Learning occurs through drives,
    stimuli, cues and reinforcement. Ex- Oreo (https://www.youtube.com/watch?v=3PinnMQqNr4)

    Belief: A descriptive though that a person holds about something.

    Attitude: A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward and
    object or idea.

    NHSU (MKT-202) 21
    To Be Continued…

    Find out more at the PowerPoint Getting Started Center


    NHSU (MKT-202) 22
    (Click the arrow when in Slide Show mode)

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