CONSUMER BEHAVIOR

CONSUMER BEHAVIOR

1. Culture

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

2. Social

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

3. Personal

   • Age and Life-Cycle
     • People change the goods and services they buy over their lifetimes. Tastes in food, clothes, furniture, and recreation are often age related.
       • Occupation
         • A person's occupation affects the goods and services
           • Economic Situation
             • A person's economic situation will affect product choice.
               • Lifestyle
                 • A person's pattern of living as expressed in his or her activities, interests, and opinions.
                   • Personality and self-concept
                     • Each person's distinct personality influences his or her buying behavior

4. Psychological

   • Motivation
     • A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
       • Perception
         • The process by which people select, organize, and interpret information 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 attitudes.These, in turn, influence their buying behavior. A belief is a descriptive thought that a person has about something.