Consumer Buyer Behaviour

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What is Consumer Buyer Behaviour?

Back 1

This is the mental process of final consumers-- the consumer market which individuals and households that products and services for personal consumption. Influences on this are:

Marketers effective use of the the marketing mix

Buyer characteristics influenced by stimulus. These characteristics are

Cultural

Social

Personal

Psychological

Front 2

What is Cultural/Culture?

Back 2

These are the basic value, perceptions, wants and behaviours and learn by people in society from their family or other important institutions.

Subculture is the people share value system based on common life experiences and situations. This may include nationality religion, racial groups and geographic regions.

Social Class- the relatively permanent and orderly division of society who member share similar values interest and behaviours. There are seven American social classes: Upper upper class, Lower upper class, Uper middle class, middle class, working class, Upper lower class and Lower lower class.

Front 3

What is Social?

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Consumer behaviour may be influenced by this from:

Small groups- two or more having individuals or mutual goal. These have direct (face to face) interaction, indirect point comparison and reference that form buyer behaviour*. This usually involves Word of Mouth (advertising).

Online Social Network- online communities where people exchange knowledge and opinion creating a place for consumer to consumer and/or consumer to business dialogue. Marketers get to promote and build buyer relationships. EXAMPLE: blogs, social media, communal shopping sites.

Family- strong influence on consumer purchase and behaviour and has an ever-evolving life cycle that affects market trends. EXAMPLE: MWwithK VS MWwithoutK

Roles and Status- consumer buy product appropriate by societal perceptions on what is expected by their current position.

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What is Personal?

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This also influences the CBB:

Age and Life-Cycle- the various stage of human life affected by demographics or life changing events. There are 21 alleged stages of life and over 70 consumer segments. EXAMPLE:Beginning, Taking hold, Golden years

Lifestyle choices- the are the life pattern that are influenced by a person's activities, opinions and interests. EXAMPLE: sports, shopping

Occupation- a person's occupation affects the products and services they purchase as different professions have different consumer needs. EXAMPLE: office worker VS construction worker OR gym instructor VS lawyer.

Personal or Self Concept- a persons unique psychological mind affects the goods and services they will acquire. EXAMPLE: excitement, sophistication, rugedness

Front 5

What is Psychological?

Back 5

This is the motivational drives that consumers have to purchase. Using Alfred's theories:

Motivation- this is a need so sufficiently pressing to direct a person to seek satisfaction. To unearth behaviour marketers use motivational research which a qualitative research design that probes consumers hidden subconscious motivators.

Perception- this is the selection, organization and interpretation of stimulus into a meaningful image of the world.

Selective Attention- a person blocks most of the information. (They may choose when to hear example they are playing video games they might not hear when their mothers tell them to talk out the trash but they hear when the I ice-cream truck passes)

Selective Distortion- a person interprets information in a way that supports what they already believe.

Selective Retention- a person more accurately remembers information around their values, opinions and belief than those not.

Learning- describes the changes in a persons behaviour arising from experiences

Drives- internal needs. Stimulus- object/desires. Cues- influences responses/ call to action. Response- Execution (Purchase) stimulus* Reinforcement- influence on repeated stimulus

Beliefs and Attitudes- Beliefs are the descriptive thoughts that a consumer may have about something based on real knowledge, opinion or faith. Attitudes- the person's consistent evaluation, feeling or tendencies about an object or idea.