CONSUMER BEHAVIOUR

CONSUMER BEHAVIOR

The study of how people buy, what they buy, why they buy and when

they buy.

It attempts to understand the buyer decision making process, both

individually and in groups.

CONSUMER AUDIENCE

The people who buy or use products to satisfy needs or wants.

Types of consumers

Those who buy the product

Those who use the product

Target Audience

Those individuals who will receive the advertising message

FACTORS AFFECTING CONSUMER BEHAVIOR

Cultural and Social

Influence

Culture

Social Class

Reference groups

Family

Demograhics

Geography

Psychological Influence

Perception

Learning

Motives

Attitudes

Lifestyles

Culture

Based on norms and values

Norms – boundaries a culture establishes for behavior

Values - broad preferences concerning appropriate courses of action

or outcomes

Directly influences buying behavior

CULTURAL AND SOCIAL INFLUENCES

Social Class

Determined by factors like income , wealth, education, occupation, family prestige, value of home, and neighborhood

It is assumed that people in one class buy different products than any other class for different reasons

Family

Family consists of two or more people who are related by blood, marriage or adoption and live in the same household.

Family helps develop a lifestyle (how you spend time and money and the kinds of activities you value)

Demographics

Are statistical, personal, social and economic characteristics of a

population including

Age

Gender

Education

Income

Occupation

Race/ ethnicity

Perception

The process by which we receive information through our five senses and assign meaning to it.

3 sets of influences shape perception

The physical characteristics of the stimuli

The relationship of the stimuli to the surroundings

The person’s state of mind.

Some stimuli are selected over others

Selective perception

Screening out some information that does not interest us and retaining that information that interests us.

PSYCHOLOGICAL INFLUENCES

PSYCHOLOGICAL INFLUENCES

Selective exposure

Seeking information that is in line with our beliefs, values,

experiences, biases, attitudes.

Selective distortion

Changing the meaning of information that is conflicting with

our beliefs

Selective retention

The process we go through to retain information

Lifestyle

The way a person spends his time and money and the activities

he likes to perform.

PSYCHOLOGICAL INFLUENCE

Post Purchase Evaluation

Purchase Decision

Evaluation of alternatives

Information Search

Need Recognition

BUYER DECISION PROCESS