E-MarketingUnit 3

MS. SAFAA S.Y. DALLOUL

2013/2014

Consumer Behavior

What Influences Consumer Behavior

Factors/Influences CB

Culture Factor

Social Factor

Personal Factor

CB: Consumer Behavior

Cultural Factors

Culture, subculture, and social class are particularly important

influences on consumer buying behavior. Culture is the fundamental

determinant of a person's wants and behavior.

Each culture consists of smaller subcultures that provide more

specific identification and socialization for their members.

Subcultures include nationalities, religions, racial groups, and

geographic regions

Cultural Factors

Give examples about sub-cultures factor

Cultural Factors

Cultural Factors

Subcultures include:

Nationalities “Palestinian, Canadian,…etc.”

Religions “Muslim, Christian,...etc.”

Racial groups “Negroes”

And geographic regions “Asia West, East…etc.”

Social Factors

In addition to cultural factors, a consumer's behavior is influenced

by such social factors as

Reference groups,

Family,

Social roles and statuses.

Reference Groups

Reference Groups

Direct “Membership” Indirect

Reference Groups

• A person's reference groups consist of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior. Groups having a direct influence on a person are called membership groups.

• Some membership groups are primary groups, such as family, friends, neighbors, and co-workers, those with whom the person interacts fairly continuously and informally.

Reference Groups

• People also belong to secondary groups, such as religious, professional, and trade-union groups, which tend to be more formal and require less continuous interaction.

The Family

• The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. We can distinguish between two families in the buyer's life.

• The family of orientation consists of parents and siblings. From parents a person gets an orientation toward religion,

politics, and economics, and a sense of personal ambition, self-worth, and love.

The Family

• Even if the buyer no longer interacts very much with his or her parents, their influence on behavior can be significant.

• In countries where parents live with grown children, their influence can be extensive.

• A more direct influence on everyday buying behavior is the family of procreation — namely, one's spouse and children.

The Family

• Marketers are interested in the roles and relative influence of family members in the purchase of a large variety of products and services

• The wife has usually acted as the family's main purchasing agent, especially for food, sundries, and staple-clothing items.

The Family

• Another shift in buying patterns is an increase in the

amount of dollars spent and the direct and indirect

influence applied by children and teens.

• Direct influence describes children's hints, requests, and

demands—"I want to go to McDonald's.“

• In-direct influence for example “I want to solve my HW, but I

don’t have an internet access”

Role and Status

• A person participates in many groups—family, clubs, organizations. The person's position in each group can be defined in terms of role and status.

• A role consists of “the activities a person is expected to perform”. Each role carries a status.

Personal Factors

A buyer's decisions are also influenced by personal characteristics.

Age and stage in the life cycle;

Occupation and economic circumstances;

Personality and self-concept;

Lifestyle and values.

Because many of these characteristics have a very direct impact on

consumer behavior, it is important for marketers to follow them

closely.

Age and Stage in the Life Cycle

• People buy different goods and services over a lifetime.

• Taste in food, clothes, furniture, and recreation is often age related.

• Consumption is also shaped by the family life cycle and the number, age, and gender of people in the household at any point in time

Occupation and Economic Circumstances• Occupation also influences consumption patterns.

• A blue-collar worker will buy work clothes, work shoes, and lunch-boxes.

• A company president will buy dress suits, air travel, and country club memberships.

Personality and Self-Concept

• Each person has personality characteristics that influence his or her buying behavior.

• By personality, we mean “a set of distinguishing human psychological traits that lead to relatively consistent and enduring responses to environmental stimuli.

Lifestyle and Values

• People from the same subculture, social class, and occupation may lead quite different lifestyles.

• A lifestyle is a person's pattern of living in the world as expressed in activities, interests, and opinions.

• Lifestyle portrays the "whole person" interacting with his or her environment.

• Marketers search for relationships between their products and lifestyle groups.

Stage of the Buying Decision Process

• Behind the visible act of making a purchase lays an important decision process that must be investigated. The stages of a buyer pass through in making choices about which products and services to buy are the purchase decision process.

1) Problem recognition.

2) Information search.

3) Alternative evaluation.

4) Purchase decision.

5) Post purchase behavior.

Stage of the Buying Decision Process

1- Problem Recognition Perceiving a Need

• Problem recognition, the initial step in the purchase decision,

perceives a difference between a people's ideal and actual situations

are big enough to trigger a decision. This can be as simple as finding

an empty milk carton in the refrigerator.

2- Information Search Seeking Value

• After recognizing a problem, a consumer begins to search for

information, the next stage in the purchase decision process. First,

you may scan your memory for previous experiences with products

or brands. This action is called internal search. For frequently

purchased products such as shampoo, this may be enough.

2- Information Search Seeking Value “continued”

The primary sources of external information are:

Personal sources, such as relatives and friends whom the

consumer trusts.

Public sources including various product-rating organizations such

as consumer reports, government agencies, and TV "consumer

programs".

Marketer dominated sources, such as information from sellers

that include adverting, salespeople, and point of purchase

displays in stores.

3- Alternative Evaluation Assessing Value

The information search stage clarifies the problem for the consumer by:

a) Suggesting criteria to use for the purchase.

b) Yielding brand names that might meet the criteria.

c) Developing consumer value perceptions.

4- Purchase Decision Buying Value

• Having examined the alternatives in the evoked set, you are almost ready to make a purchase decision. Two choices remains:

From whom to buy. When to buy.

4- Purchase Decision Buying Value “continued”

• Deciding when to buy is frequently determined by a number

of factors. For instance, you might be sooner if one of your

preferred brands is on sale or its manufacture offers a rebate.

• Other factors such as the store atmosphere, salesperson

persuasiveness, and financial circumstances could also affect

whether a purchase decision is made or postponed

5- Post Purchase Behavior: Value in Consumption or Use

• After buying a product, the consumer compares it with his or her expectations and is either satisfied or dissatisfied. If the consumer Id dissatisfied, marketers must decide whether the product was deficient or consumer expectations too high.

• Product deficiency may require a design change, if expectations are too high; perhaps the company's adverting or the salesperson oversold the product's features.

• Sensitivity to a customer's consumption or use experience is

extremely important in a consumer's value perception.

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