Consumer

Behavior
 Topic Outline

1. Definition of consumer behavior

2. Model of Consumer Behavior
3. Characteristics Affecting Consumer Behavior
4. Types of Buying Decision Behavior
5. The Buyer Decision Process
 I. Definition of
Consumer Behavior
 What is consumer
behavior?
Consumer buyer behavior : the buying
behavior of final consumers, individuals
and households, who buy goods and
services for personal consumption

Consumer market : all of the personal

consumption of final consumers
II. Model of Consumer Behavior
 Model of
Consumer behavior
ENVIRONMENT

BUYER’S BUYER
BLACK BOX RESPONSES
Environmental stimuli
Consumer Black Box
Consumer
Responses
III. Characteristics Affecting
Consumer Behavior
 Influences on
Consumer Behavior

CULTURAL SOCIAL PERSONAL PSYCH. BUYER

 Cultural Influences
Culture
Subculture
Social Class
Culture:
Subculture:
Social Class
Social Influences
Groups/Opinion
Leaders
Family
Roles
Groups
Membership
Aspirational
Reference
Membership
Groups
Aspiration
Groups

Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

Reference
Groups
 Opinion
Leadership
Family
Social
Roles
Personal
Influences
Age/Lifecycle
 Income/
Occupation
Lifestyle/
AIOs
 Self and
Personality
Psychological
Influences
 Psychological
SELF ACTUALIZATION
Influences
Motives ESTEEM
Maslow
SOCIAL

SAFETY

PHYSIOLOGICAL
 select
organize
Perception
interpret
Beliefs and Attitudes
IV. Types of Buying Decision
Behavior
 High
Involvement
Low
Involvement
 Types of Buying
Decision Behavior
Involvement
High Low

COMPLEX VARIETY
High brand
SEEKING
differences

Low brand DISSONANCE HABITUAL

differences REDUCING
V. The Buyer Decision Process
 Decision Process
Need Recognition

Search

Evaluation/Choice

Purchase

Postpurchase Behavior
Need Recognition
Search
 Information sources

PERSONAL COMMERCIAL
SOURCES SOURCES

PUBLIC EXPERIENTIAL
SOURCES SOURCES
Choice
Purchase
Post-purchase
 Discussion Time!

For marketers, what

is the value of
understanding
consumer behavior?
References

BRASSINGTON, F. and PETTITT, S. (2012) Essentials of Marketing.

3rd Ed. Harlow: Pearson.
KOTLER, P. and ARMSTRONG, G. (2013) Principles of Marketing.
London: Prentice Hall.