Consumer Buying Behavior

Consumer Buying Behavior

1. is divided into

   • Social Class
     • They show distinct products and brands preferences in areas such as clothing, home furnishing, leisure activity and automobiles
   • Cultural
     • Cultural factors exert a broad and deep influnce on consumer behavior
   • Social
     • divided into
       • Roles and status
       • Groups
         • A person's behavior is influenced by many small groups
         • The person's position in each group can be defined in terms of both role and status
       • Family
         • Family members can strong influence buyer behavior. The family is the most important consumer buying organization in society
           • Marketers are interested in the roles and influence of the husband, wife, and children on the purchase of different products and services
   • Perception
     • The process by which people select, organize, and interpret information to form a meaningful picture of the world

2. Culture

   • The most basic cause of a person's wants and behavior

3. The Buyer Decision Process

   • The buying process stars long before actual purchase and continues long after. Marketers need to focus on the entire buying process rather than on just the purchase decision.
     • Need recognition
       • iinformation search
         • evaluation of alternatives
           • purchase decision
             • postpurchase behavior
             • Generally, the consumer's purchase decision will be to buy the most preferred brand, but two factors can become between the purchase intention an the purchase decision

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