Consumer Behavior

Consumer Behavior

1. Cultural Factors

   • culture
     • The set of basic values, perceptions, wants, and behaviors learnes by a member of a society
   • subculture
     • A group of people with shared value system based on common life experience and situation.
   • Exert a broad and deep influence on consumer behavior, needs to understand the role played by the buyer culture,subculture and social class.
     • Social class
       • Are a society relatively permanent and ordered divisions whose members share similar values, interest, and behavior

2. Social

   • Reference groups
     • two or more people interact to accomplish individual or mutual goals
   • family
     • members of the family can strongly influence buyer behavior
   • Roles and status
     • is that a person belong to many groups and have many roles
   • A consumer behavior also is influenced by social factors, such a consumer small group.

3. Personal

   • Age and life-cycle stage
     • The family life cycle in consumer behaviour are given below.
   • occupation
     • Personal factors play a very important role in affecting the buying behaviour of a consumer.
   • economic situation
     • The Economic Factors are the factors that talk about the level of sales in the market and the financial position of the consumer.
   • life style
     • Lifestyle is an important aspect when looking at consumer choices
   • personality and self-concept
     • To understand the buyer habits and his priorities, it is required to understand and know the personality of the buyer.

4. Psychological

   • motivation
     • motivate the person to buy a product
   • perception
   • learning
     • learn about the cnsumer and the product
   • beliefs and attitudes

5. Maslow hierarchy of needs

6. The buyer decision process

   • Consist of five stages
     • Information Search
       • an interested consumer may or may not search for more information
     • evaluation of alternatives
       • we have seen how the consumer uses information to arrive at a set of final brand choices
     • purchase decision
       • the consumer purchase decision will be to buy the most preferret brand.
     • post-purchase behavior
       • after buy the product, the consumer will be satisfied or dissatisfied and will engage in post purchase behavior
     • need recognition
       • the buyer recognizes a problem or need. the need can be triggered by internal stimuli when one person need

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