Chapter 5: Consumer Markets and Consumer

Buyer Behavior

Kira HigginsJackie Reyes

Roberto OrnelasPaul Lara

Consumer Buyer Behavior refers to the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption.

What is Consumer Buyer Behavior?

Model of Consumer Buyer Behavior

CulturalSocial

PersonalPsychological

Forces that Influence Buyer Behavior

-Cultural factors include the ideas, customs, and values shared between consumers that influence their buying behavior.

● Culture● Subcultures● Social Class

Cultural

-Social factors influence buyers through interaction with others and the trends observed.

● Small groups● Family ● Social roles and status

Social

-Personal factors include the characteristic and interests pertaining to an individual buyer.

● Age and life cycle stage● Occupation● Economic Situation● Lifestyle● Personality and self-concept

Personal

-Psychological factors influence the mental and emotional aspects of a buyer’s decision to enter the market.

● Motivation● Perception● Learning● Beliefs and attitudes

Psychological

Model of Factors that Influence Buyer Behavior

● Social Factors

● Personal Factors

Apple iPhones

Membership groups: small groups of people that a person

may belong to and is directly influenced by. ● Friends● Co-workers● Teammates● Church groups

Social Factors for Apple iPhones

Membership groups can influence one’s purchase of

an iPhone.

Reference groups: groups of people that an individual does not belong to but serves as an indirect point of comparison

in forming an attitude or behavior.

Social Factors for iPhone

-40% of teenagers own an iPhone-Perhaps, because they are following their opinion leader

Life-Style: A person’s pattern of living as expressed in his or her activities, interests, and opinions.

Personal Factors for Apple iPhones

Apple Includes products like the fitbit to appeal to consumers activities and interests for exercise and

healthy living.

Motivation/Motive: A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Personal Factors for Apple iPhones

This Motive is one of the driving forces to convince consumers what they are buying is something they must have.

Apple releases new iPhones yearly because of consumers’ motive to

own the latest technology.

Marketers use of the 4 Forces

Marketers learn about consumers through social networks to influence their buying

behavior.

Marketers use of Social Force

Recently more companies use sites like Instagram and Facebook to market their products to specific social groups as trends.

Marketers analyze characteristics and buying behaviors of individuals

-Age and way of life-Purchasing power/revenue-Lifestyle-Self-concept-Personality

Marketers use of Personal Force

...Have you thought of why it appeals to you?

...What made you choose that brand?

...Have forces influenced you to purchase?

The major Forces that affect buyer behavior ● Cultural● Social● Personal● Psychological

When you’re buying a product...

Arthur, C. (2011, October 6). Why do some people really hate Apple? The Guardian.Retrieved from http://www.theguardian.com/technology/2011/oct/06/why-do-people-hate-apple

Handley, M. (2012, October 12). Generation Spoiled? 40 Percent of Teens Have iPhones. U.S. News. Retrieved from http://www.usnews.com/news/articles/2012/10/12/generation-spoiled-

40-percent-of-teens-have-iphones

Kotler, P., & Armstrong, G. (2014). Consumer Martets and Consumer Buyer Behavior. In Principles of marketing (5th ed.). Upper Saddle River, N.J.: Person Education.

The Consumer FactorConsumer Insights, Market Research, Consumer Behavior & Neuromarketing. (n.d.). Retrieved September 19, 2014, from http://theconsumerfactor.com/en/4-factors-influencing-consumer-behavior/

References