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Consumer Behavior 2008

Consumer Behavior 2008

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Published by Christine Valerio
Consumer Behavior 2008

ADPRAC: UAI (Stalking)
Consumer Behavior 2008

ADPRAC: UAI (Stalking)

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Categories:Types, School Work
Published by: Christine Valerio on Jul 15, 2012
Copyright:Attribution Non-commercial

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07/15/2012

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Consumer buying behavior
model

STIMULUS

PRODUCT
PRICE
PLACE
PROMOTION

EXTERNAL
FACTORS

NATUIRAL
ECONOMIC
DEMOGRAPHIC
POLITICAL / LEGAL
COMPETITIVE
CULTURAL / SOCIAL

BUYER
BLACK BOX

MOTIVATION
PERSONALITY
PERCEPTION
LEARNING
SOCIAL GROUPS

BUYING ROLE

PURCHASE
DECISION

THE FACTORS THAT A CONSUMER GOES THROUGH IN
DECISION MAKING

Learning

Education and learning change things

An college graduate would not have the
same judgement as a grade school drop
out

Leaning and focus of education and
experience

So will their choice of products and brands

Social Groups

1st

level – people you interact almost

everyday

Family, work mates, classmates

2nd

level – organizations you belong to that
are expecting a certain level of behavior.

Clubs and organizations

3rd

level – social class or any socially
endowed role

Reference Groups

Groups that you look up to as role model in
choosing a brand.

Groups can differ according to product /
brand.

Example:

Books people in the know
Fashion younger generation for gimmick and
the yuppies when one wants to go into
corporate

Aspirational Group

Are people or organizations you wish to
belong but the possibility is perceived to
be remote

Aspirational group is a component of
reference group
Wish to be a class A group or member of
the elite

Buying Role

Initiator – person / event that triggers the
purchase

Influencer – a person / thing that
influences the brand of choice

Decider – dictates which brand to buy
Buyer – physical buyer
Consumer – physical user

Buying Role – CHOCOLATE
DRINK

Initiator – EMPTY CAN IN THE HOUSE
Influencer - KIDS
Decider – KIDS AND MOM
Buyer - MOM
Consumer – KIDS

THE KEY IS TO FIND THE CENTER OF
FORCE IN DECISION MAKING

Buying Role – WATCH

Initiator -
Influencer -
Decider -
Buyer -
Consumer -

THE KEY IS TO FIND THE CENTER OF
FORCE IN DECISION MAKING

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