Consumer Buying Behavior

Consumer Buying Behavior

1. Culture

   • Is the most basic cause of a persons wants and behavior
     • Subculture
       • Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations
         • Social Class
           • Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.
   • Cultural

2. Social

   • Reference Group
     • is a group to which an individual or another group is compared
       • Family
         • The Family is the most important consumer buying organization in society.
           • Roles and Status
             • People often choose products that show their status in society

3. Personal Factors

   • Age and life-cycle stage
     • People change the goods and services they buy over their lifetimes
       • Occupation
         • A person´s occupation affects the goods and services bought
           • Economic situation
             • A persons economic situation will affect product choice
               • Lifestyle
                 • Is a persons pattern of living as expressed in his or her psychographics.
                   • Personality and self concept
                     • Each persons distinct personality influences his or her buying behavior

4. Psychological Factors

   • Motivation
     • the general desire or willingness of someone to buy something
       • Perception
         • The process by whcih poeople, select, organize, and iterpret infofrmation to form a meaningful picture of the world
           • Learning
             • Changes in an individual´s behavior arising from experience
               • Beliefs and attitudes
                 • Through doing and learning , people acquire beliefs and atitudes, these, in turn, influence their behavior

5. Sigmund Freud assumed that people are largely unconscious about the real psychological forces shaping their behavior.He saw the person as growing up and repressing many urges.

6. Maslow´s answer is that human needs are arranged in hierarchy.They include physiological needs, and self-actualization needs.A person tries to satisfy the most important needs first

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