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It can also be defined as “All psychological, social, physical behavior of all potential consumers as they become aware of, evaluate, purchase, consume and tell others about product and services”
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Consumer Buying Behavior

Consumer Buying Behavior refers to the buying behavior of final consumers individuals & households who buy goods and services for personal consumption.
The central question for marketers is: “How do consumers respond to various marketing efforts the company might use?”

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Because no longer can we take the customer/consumer for granted.

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Out of 11000 new products introduced by 77 companies, only 56% are present 5 years later. Only 8% of new product concepts offered by 112 leading companies reached the market. Out of that 83% failed to meet marketing objectives.

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For Consumers:- As consumers, we benefit from insights into our own consumption – related model decisions. The study of consumer behavior enables us to become better, i.e, wiser consumers. For Marketers:- To make better strategy so that customer becomes more loyal to us.

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Consume behavior is purposeful and goal oriented The consumer has free choice Consumer behavior is a process Consumer behavior can be influenced There is a need for consumer education

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Marketing and Other Stimuli
Marketing
Product Price Place Promotion

Buyer’s Black Box
Buyer Characteristics Buyer Decision Process

Buyer Responses
Product Choice Brand Choice

Other

Economic Technological Political Cultural

Purchase Timing Purchase Amount

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Cultural Social
Culture Subculture Social class Reference groups Family

Personal
Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept

Psychological
Motivation Perception Learning Beliefs and attitudes

Buyer

Roles and status

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Culture is the Most Basic Cause of a Person's Wants and Behavior. Culture is a society's personality. It is the sum total of learned beliefs, values and customers that serves to direct the consumer behavior of members of a particular society.

Subculture
• Group of people with shared value systems based on common life experiences. • Hispanic Consumers • African American Consumers • Asian American Consumers • Mature Consumers
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1- Culture is invented:- Culture does not simply exist somewhere waiting for discovered. People invent their culture. This invention consists of three independent systems of elements –  An Ideological System:- A mental component consists idea, beliefs, values, and way of reasoning that human being learn to accept in defining what is desirable and undesirable.  A Technological system:- It consists of the skills, crafts that enables human to produce material goods derived from the natural environment.  A Organizational system:- Such as family system and social class that makes it possible for humans to coordinate their behavior effectively with the actions of others.

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2- Culture is learned 3- Culture is social shared 4- Culture is similar but different Beliefs :- It consist very large number of mental or verbal statement (i.e. “I believe….”) that reflect a person's particular knowledge and assessment of something(another person, a store, a product, a brand) VALUES are beliefs. Values differ from other beliefs, however, because they meet the following criteria :12

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1- They are few in number 2- They serve as a guide for culturally appropriate behavior. 3- They are difficult to change. 4- They are not tied to specific objects or situations 5- They are widely accepted by the members of society.
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It is distinct cultural group that exists as an identifiable segment within a large, more complex society.
Variations
Hindu, Muslim etc. North, South, East , West Old, Young, Middle Male/Female

Sub cultrucal Category
Religion Geographic location Age Gender

Occupation

Service, Professional, Businessman
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Culture is the Set of Values, Perceptions, Wants & Behavior Learned by a Member of Society from Family.
Social Class
• Society’s relatively permanent & ordered divisions whose members share similar values, interests, and behaviors. • Measured by: Occupation, Income, Education, Wealth and Other Variables.

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UPPER-UPPER CLASS LOWER-UPPER CLASS UPPER-MIDDLE CLASS LOWER-MIDDLE CLASS WORKING CLASS

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Groups •Membership •Reference
Family (most important) •Husband, wife, kids •Influencer, buyer, user

Social Factors

Roles and Status

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Personal Influences Personal Influences
Age and Life Age and Life Cycle Stage Cycle Stage Economic Economic Situation Situation Personality & Personality & Self-Concept Self-Concept

Occupation Occupation

Lifestyle Identification Lifestyle Identification

Activities Activities

Interests Interests

Opinions Opinions

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Motivation

Beliefs and Attitudes

Psychological Factors Affecting Buyers Choices

Perception

Learning
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•A motive

is a need that has a sufficient level of intensity. Creating a tension state that drives the person to act. •Satisfying the need reduces the felt tension.

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Changes in an individual’s behavior arising from experience.

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An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.

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Self Actualization

Esteem Needs (self-esteem)
(sense of belonging, love)

Social Needs

(security, protection)

Safety Needs

Physiological Needs
(hunger, thirst)

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Purchase Decision Evaluation of Alternatives Information Search Need Recognition
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Post purchase Behavior

•Search •Experience •Credence

qualities

qualities

qualities

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Personal sources of information More post-purchase evaluation than pre-purchase evaluation Price and physical qualities are major tools Evoked set is smaller

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Innovations adopted more slowly Perceive greater risks Brand switching is less frequent Self blame for dissatisfaction

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