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LOGO Contents
LOGO
What are consumer behaviors?
Chapter 3
CONSUMER
BEHAVIORS Factors influencing consumer
behaviors

Purchase decision making process

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1. What are consumer behaviors? Consumer behaviour model

Marketing Environment Consumer Consumer responses

The study of the processes involved when individuals stimuli stimuli “Black box”

or groups select, purchase, use, or dispose of products, Product Economy Consumer's - Buying attitudes
Price Technology characteristics and preferences
services, ideas, or experiences to satisfy needs and Place Laws - Purchase behaviors:
desires. Promotion Culture Consumer's what the buyer buys,
(within a (outside a decision when, where and
firm's firm's process how much
control) control) - Brand engagements
and relationships

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2. Factors influencing consumer

behaviors
Cultural
Social Personal
Reference Age and life Psycholo-
Culture groups cycle stage gical
Motivation
Occupation
Buyer
Sub- Family Economic Perception
culture situation
Learning
Social Lifestyle
Roles and
class Personality Beliefs and
status
and self- Attitudes
concept

2.1. Cultural factors 2.1. Cultural factors

• Culture is the set of basic values, perceptions,

wants, and behaviors learned by a member of
society from family and other important
institutions.
• Cultural factors exert a broad and deep influence
on consumer behavior.
• Culture is the most basic cause of a person’s
wants and behavior

2.1. Cultural factors 2.1. Cultural factors

• Each culture contains smaller subcultures, or

• Marketers are always trying to spot cultural shifts to
discover new products that might be wanted
groups of people with shared value systems
• Example: greater concern about health and fitness
based on common life experiences and
situations.
• Subcultures include nationalities, religions,
racial groups, and geographic regions.
• Example: Northern, Middle and Southern
Vietnamese are different in terms of spending
money

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2.1. Cultural factors 2.2. Social factors

• Reference groups are groups which can directly

• Social classes are society’s relatively permanent and
or indirectly influence customers' behaviours.
ordered divisions whose members share similar
• 3 types of reference groups:
values, interests, and behaviors.
– Membership reference groups
• Companies need to pay attention to consuming – Aspirational reference groups
behaviours within social classes, especially when it – Avoidance groups
comes to products that can be used to show-off like
cellphones, clothes, shoes, cars,etc.

2.2. Social factors 2.2. Social factors

– Membership reference groups – Aspirational reference groups

§ People the consumer actually knows § People the consumer doesn’t know but admire
§ Advertisers use “ordinary people” § Advertisers use celebrity spokespeople

2.2. Social factors 2.2. Social factors

– Avoidance groups:
§ motivation to distance oneself from other
people/groups

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2.2. Social factors 2.2. Social factors

• Luxury goods consumed in public are strongly • Family members can

strongly influence buyer
affected by reference groups. Neccessity behavior.
goods consumed in private are much less • Marketers are interested
affected by groups. in the roles and influence
of the husband, wife, and
• Marketers need to understand the influence children on the purchase
of Key Opinion Leader (KOL) of different products and
services.

2.2. Social factors 2.3. Personal factors

• A role consists of the activities people are expected to

perform according to the people around them.
• Each role carries a status reflecting the general
esteem given to it by society.
• People usually choose products appropriate to their
roles and status.
• Age: people from different age groups have different
needs and wants
• Life-Cycle Stages: in each stage, consumers have
different needs and wants, financial status and
preferences.
• List consumption characteristics and exmples of
highly needed products for each life-cycle stage?

2.3. Personal factors 2.3. Personal factors

Stage Characteristics
Young Young Young Couple Couple Aged Aged Young &
& couple couple with with working retired single
single with no with teenager grown couple, couple,
childern small children up grown up grown up Young couple
children children children children with no
have have childern
moved moved Young couple
out out with small
children

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2.3. Personal factors 2.3. Personal factors

Stage Characteristics
Couple with older
• Occupation affect consumers' way of spending
children • VD: doctors are more likely to notice small
Couple with grown
up children detail than a business man

Aged working
couple, grown up
children have
moved out
Aged retired couple,
grown up children
have moved out

2.3. Personal factors 2.3. Personal factors

• Economic status is the main determinant of a
consumer's ability to buy goods and services
• A person's economic status is evaluated through 5
factors:
– disposable income
– savings
– assets
– ability to borrow money
– attitide towards spending and savings
• Personality refers to the unique psychological
characteristics that distinguish a person or group
• Lifestyle is a person’s pattern of living as expressed
in his or her psychographics.
• Customers usually choose products that are suitable
for their personali es and lifestylesv → Brand
personality

Brand personality 2.4. Psychological factors

• A motive is a need that is sufficiently pressing
to direct the person to seek satisfaction.
• The theories of Sigmund Freud and Abraham
Maslow
• Freud’s theory suggests that a person’s buying
decisions are affected by subconscious motives
that even the buyer may not fully understand
• Maslow’s theory suggest that human needs are
arranged in a hierarchy, from the most pressing
at the bottom to the least pressing at the top.

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2.4. Psychological factors 2.4. Psychological factors

Perception is the process by which people select,

organize, and interpret information to form a
meaningful picture of the world.

2.4. Psychological factors 2.4. Psychological factors

• Learning are changes in an individual’s behavior
arising from experience.
• Most human behavior is learned.
• Learning types: classical consitioning, operant
considitioning, cognitive learning, etc.
• Companies “teach” customers through advertising,
product samples,...
•Attitude describes a person’s relatively consistent
evaluations, feelings, and tendencies toward an
object or idea.
•Attitudes put people into a frame of mind of liking or
disliking things, of moving toward or away from them
•Humans can form attitude before or after buying

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3. Purchase decision making process 3.1. Need recognition

• The consumer recognizes a problem or need

Need Information Evaluation of
triggered by:
recognition search alternatives
– Internal stimuli
– External stimuli
Postpurchase Purchase • Why do people use paper diapers for babies?
behavior decision

3.2. Information search 3.2. Information search

• Sources of information
• Information search is the stage of the buyer
decision process in which the consumer is
motivated to search for more information.

Personal sources Public sources

Commercial sources Experiential sources

3.3. Evaluation of alternatives 3.3. Evaluation of alternatives

• Alternative evaluation is the stage of the buyer • 4 criteria based on which consumers evaluate products:
decision process in which the consumer uses Consumption
Consumptio
information to evaluate alternative brands in the duration, quality, price, etc.
ncriteria
criteria
choice set.
Thước
Trendyđo keeping up with the world's fashion
sành
criteria
điệu trends; for fashion products
Thước đo luxury goods, high prices for specialty
Luxury criteria
đẳng cấp products
Thước đo not necessarily luxury goods but it
Unique
cá tính needs to be very unique and exepress
criteria
its owner's characteristics

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3.4. Purchase decision
• Purchase decision is the buyer’s decision about which
brand to purchase.
• The purchase intention may not be the purchase
decision due to:
- Attitudes of others (friends and family)
- Unexpected situational factors (store environment,
sales offering,etc.)
• Therefore, promotion activities are very important
especially when there is strong competition.
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3.5. Postpurchase Behavior
• Postpurchase behavior is the stage of the buyer
decision process in which consumers take further
action after purchase, based on their satisfaction or
dissatisfaction.
• 2 situations: harmony or disharmony, satisfaction or
dissatisfaction
– harmony or disharmony: consumers dislike the product or
the result of the service they have bought.
– satisfaction or dissatisfaction: faulty products,
manufacturers can't control all of their products → there
is a small percentage of defective products → warranty