Consumer Behavior

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Chapter 5

• Consumer Behavior

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I only say now to all the parents out there, if
the action figures are horrible, just tell the
kids that I said dont buy them.

• Jo Rowling
• Author of Harry Potter

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Despite Rowlings statement, the kids and their
parents are buying this stuff anyway.

• Why?

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Consumer Buying Behavior

• The decision making process and acts of people
  involved in buying and using products.
• This involves the mental and social processes
  that precede and follow the actual transaction.

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Why is it important to understand buying behavior?

• Buyer reactions impact your success
• A good market mix relies upon the influencing
  factors to satisfy customers
• Enables you to predict consumer responses

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Influencing factors

• Situational results from circumstances, time,
  location
• Psychological perception, motives, learning,
  attitudes, self-concept
• Social forces that others exert on your behavior

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Situational factors

• Physical surroundings
• Social surroundings
• Time perspective
• Purchase reason
• Monetary mood condition

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Psychological Influences

• Perception selecting, organizing interpreting
  information
• Motive internal energizing force
• Learning changes caused by information
  experience
• Attitude enduring evaluation feelings
• Self-concept internal traits
• What is another good one?

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Social Influences

• Roles
• Family
• Reference group
• Social class
• Culture

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The decision process

• Problem recognition
• Information search internal external
• Evaluate alternatives consideration set
  criteria
• Purchase
• Post purchase evaluation cognitive dissonance

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Implications for Marketers

• You must continually survey the market for
  behavior trends.
• You must continually survey the market for
  customer satisfiers.
• You must be flexible.
• You must be adaptable.

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Questions?

• For next class please read chapter 6.