Download - Social Factors Influencing Buying Behavior
Consumer Behavior
ConsumerBehavior
Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.
Understanding the Cultural Influences Understanding the Cultural Influences on on
Consumer Buying DecisionsConsumer Buying Decisions
Identify and understand the cultural factors that affect consumer
buying decisions
Factors Influencing Buying Decisions
Social Factors
Individual Factors
Psycho-logical Factors
Cultural Factors CONSUMER
DECISION-MAKING
PROCESS
BUY / DON’T BUY
Culture
CultureSet of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.
Components of Culture
Myths
Language
Values
Customs
Rituals
Laws
Material artifacts
Value
Value Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.
Subculture
Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.
Social Class
Social ClassA group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.
Social Class Measurements
Wealth
Other Variables
Income
Education
Occupation
The Impact of Social Class on Marketing
• Indicates which medium to use for communication
• Helps determine the best distribution for products
Social Influences on Social Influences on Consumer Buying Decisions Consumer Buying Decisions
Identify and understand the social factors that affect consumer buying
decisions
Social Influences
Reference Groups
Opinion Leaders
Family Members
Reference Group
A group in society that influences an individual’s purchasing behavior.
Reference Group
Reference Groups
Reference Groups
Direct
Indirect
Primary
Secondary
Aspirational
Nonaspirational
Opinion Leaders
An individual who influences the opinion of others.
Opinion Leaders
Opinion Leaders
Teenagers
Movie stars
Sports figures
Celebrities
Marketers are looking to Web logs, or blogs, to find opinion leaders
Family
Initiators
Influencers
Decision Makers
Purchasers
Consumers
Purchase Process Roles in the Family
Individual Influences onIndividual Influences onConsumer Buying DecisionsConsumer Buying Decisions
Identify and understand the individual factors that affect consumer buying
decisions
Individual Influences
Gender Age Life Cycle
PersonalitySelf-Concept
Lifestyle
Psychological Influences onPsychological Influences onConsumer Buying DecisionsConsumer Buying Decisions
Identify and understand the psychological factors that affect consumer buying
decisions
Psychological Influences
Perception
Motivation
Learning
Beliefs & Attitudes
Perception
Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.
Perception
Motivation
A method of classifying human needs and motivations into five categories in ascending order of importance.
Maslow’s Hierarchyof Needs
Maslow’s Hierarchy of Needs
Types of Learning
Experiential
Conceptual
An experience changes behavior
Not learned through direct experience
Beliefs and Attitudes
Belief
Attitude
An organized pattern of knowledge that an individual holds as true about his or her world.
A learned tendency to respond consistently toward a given object.
Understanding Consumer Behavior
Consumer behavior
consumers make purchase decisions
consumers use anddispose of product
= HOW
Consumer Decision-Making Process
A five-step process used by consumers when buying goods or services.
ConsumerDecision-Making
Process
Consumer Decision-Making Process
Postpurchase Behavior
Purchase
Evaluation of Alternatives
Information Search
Need Recognition
Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological
Factors Factors affect affect
all stepsall steps
Need Recognition
Result of an imbalance between actual and desired states.
NeedRecognition
Stimulus
Any unit of input affecting one or more of the five senses:sightsmelltastetouchhearing
Stimulus
Recognition of Unfulfilled Wants
When a current product isn’t performing properly
When the consumer is running out of a product
When another product seems superior to the one currently used
Information Search
Internal Information Search
Recall information in memory
External Information search
Seek information in outside environment
Routine Response Behavior
Little involvement in selection process
Frequently purchased low cost goods
May stick with one brand
Buy first/evaluate later
Quick decision
Factors Determining the Level of Consumer Involvement
Situation
Social Visibility
Interest
Perceived Risk of Negative Consequences
Previous Experience
Marketing Implications of Involvement
High-involvement purchases require:
Extensive and informative promotion to target market
Low-involvement purchases require:
In-store promotion, eye-catching package design, and good displays.Coupons, cents-off,2-for-1 offers