Consumer Markets & Consumer Buyer Behavior

Consumer Markets & Consumer Buyer Behavior

1. *Definition*.. Buying behavior of final consumers that combine to make up the consumer market

2. Model Consumer behavior

   • Buyers black box
     • Marketing "4Ps"
     • Others: Economic *Technological *Political *Cultural

3. Characteristic Affecting Consumer Behavior

   • Cultural
     • *Culture *Subculture *Social Class
   • Social
     • *Reference Group *Family *Roles & Status
   • Personal
     • *Age / Life cycle stage *Occupation *Economic situation *Lifestyle *Personality
   • Psychological
     • *Motivation *Perception *Learning *Beliefs & Attitudes

4. Types of Buying Decision behavior

   • Complex buying Behavior
   • Dissonance-reducing buying behavior
   • Habitual buying behavior

5. The Buyer Decision Process

   • Need Recognition
   • Information Search
   • Evaluation of alternatives
   • Purchase decision
   • Post- purchase behavior

6. Buyer Decision Process for new product

   • Awareness
   • Interest
   • Evaluation
   • Trial
   • Adoption