INTRODUCTION

Each individual is a consumer. We are all consumer and as we consume we are buying first the products. Each of us buys the products we need and we want. We have different reasons or motivations when we buy products or even services. Because of this marketers need to understand and study about the buying behavior of consumers. That is why consumer behavior exists.

CONSUMER BEHAVIOR
When we say consumer behavior, it is about how people behave when obtaining using and disposing goods and services. Consumers have different characteristics in buying the products and consumers are even different when using and disposing the products they buy. Example, when someone purchases an ice cream in a plastic container, they will not throw the packaging or the plastic container, instead they will think of way or ways on how to use it.

There is an old saying in Spain “to be a bullfighter you must learn first to be a bull”. And to understand marketing on must understand the consumer behavior. Everybody in this world is a consumer. Everyone is buying and Consuming goods and services

nor so complex that their study is not possible. The number of products the purchase depends on the demand of the product they produce.Consumer behavior is the study of when. INDUSTRIAL CONSUMER and RESELLER HOUSEHOLD CONSUMER Those are the buyers who buy the products and services for the satisfaction of their own or for their family needs are caller household consumer. why. TYPES OF CONSUMER Consumer is an individual or an organization who consume goods and services. According to Philip Kotler. The motive of purchase of these consumers is non-commercial. some people think that consumers are neither so simple that they do not require to be studied. The amount of flour they will buy is depend on the demand of people for the bread they are selling notice of this buyers is commercial. Example: A mother will go out to the market to buy something to eat by her family. how and where people buy a product. Example bakery owner purchase flour to make different kinds of bread. Primarily there are three types of consumer: HOUSEHOLD CONSUMER. It is an attempt and prediction of human action in the buying role. INDUSTRIAL CONSUMER These are the buyers who buy the products and services in order to manufacture other products. They think that consumers are not needed to be studied because it is a waste of time and it is not so important to understand consumer behavior. .

We purchase what we need. Example: when you are hungry. People buy to be satisfying all types of needs. you will buy food and if you are thirsty you will buy something to drink. but if other interpersonal factors affects our buying behavior . CONSUMER NEEDS Purchasing behavior of consumers was based on their needs and other factors. The owner of sari-sari store is one of the examples of this they are buying products and they sell it with a higher prices the motive of these buying too is commercial.RESELLER These are the wholesalers and retailers. They buy product and services with the motive of reselling for profit. that is more than satisfying our needs our choice of something to buy can be affected by other factors which will be discuss later The needs of people is identified by Abraham Maslow in early 1940’s in his famous hierarchy of needs - Self actualization needs Self esteem needs Social needs Safety needs Physiological / Biological needs - .

food. All of us have to think first of having these needs than any higher needs in order for us to survive. As well as for clothing and shelter. marketers think on how to satisfy more the needs of people by innovating or enhancing their products and even their services. and clothing and sex are the most important. SAFETY NEEDS The second level of needs according to Maslow is the need for security or safety which one of the most obtains after having the basic needs. .PHYSIOLOGICAL NEEDS Physiological or basic needs every people cannot survive without these needs. As consumer behavior exists. marketers made these needs to be nearly to costumers that’s why as time goes by there are fast foods offering free delivery for consumers to be more than satisfying the needs of customers but it is offered because of the changing behavior of some costumers who don’t have time to go stores or cook foods for their own. The needs for shelter. It is a need for security from physical harm.

families and other people around us. people look toward to have social and belonging needs. they seek to enhance their self esteem. SOCIAL AND BELONGING NEEDS After having the two lower level of needs. we have a social networking site which extends our social well being. like facebook. twitters and others. Once people have friends and other social groups they seek to be respected it becomes important to people to enhance their status. The needs for acceptance by others we are aiming to be accepted by our friend. . And in some villages or subdivisions they are having 24 hours security for those who live in houses they are selling. ESTEEM NEEDS Once consumers feel accepted. some hotels and condominiums have security lock doors. All of these were designed to meet safety needs of people. Example.The movement to greater security has addressed these needs. It is said that “no man is an island” we always want to have friends or someone to talk to. they also increase lightings and have fire detection devices. Now a day. We can find more friends on the past years there is a friendster but a better social networking sites exists.

Example. social class and groups  Culture Culture is defined as a way of life and patterns of behavior and social relations. They want to make guests feel very special and important. wants and . This is a need to have all what she/he can have.Example is expensive restaurants that offer only the finest food. SELF ACTUALIZATION NEEDS This is the highest level needs with in Maslows hierarchy. perception. They provide a level of products and services that will satisfy the esteem needs of guests. Sociological Factors Includes culture. They want to satisfy the most of what they can get. Culture is the most basic cause of person’s wants and behavior. It is about the values. a child learns basic values. beverages and services. people buy clothes that they need it. ideals and attitude which help individuals to communicate with others. Growing up in a society. Its focus is on individual‘s need to reach his/her full potential. FACTORS INFLUENCING THE CONSUMER BEHAVIOR 1. But rich people buy clothes that are expensive because they want to have clothes that will satisfy them more than having simple clothes.

marketers could understand consumers easier through their daily experience of selling to them. but now. Because of the changing culture. The marketers need to understand the buyer’s culture. Because of differences in culture. before . Subculture Each culture contains smaller subcultures or the groups of people with shared values based on common life experiences and situations.behaviors. Subculture includes nationalities. religious etc. For example. Most marketers have to turn to consumer research including culture. Example: if someone will put up a business with regards to clothing they will prefer to sell clothes that are popular or in nowadays. firms and markets have grown and many marketing decision makers have lost their direct contacts with the costumers. Culture has a broadcast and deepest influence on consumer behavior. In earlier times. churches etc. friends and other important institutions like in schools. the consumer’s behavior also change. one may violate cultural norms of others maybe because they are not informed of this. We learn from our family. unlike in the past Filipinas are conservatives. Filipinas are wearing now shorts and sleeveless. Dealing with culture is said to be a problematic issue for marketers since it is difficult to understand.

But mostly they income is only enough for what they need. Reference group to which they do not belong often influence people. education. wealth and other consumers are divided into classes because people with in a given social class and to have similar buying behavior. In contrast. prices and how consumers will respond to their advertisements have a great advantage over its competitors.  Social Class Social class is not determined only be single factor such as income. But rich people buy what they want and even if it is expensive.putting up a business they have first to understand the culture of people around their preferred location for their business The companies that really understand how consumers will respond to different product features. For example.  Groups To which a person belongs are called membership groups. . Social class shows distinct product and brand preferences. reference groups serve as direct/indirect points of comparison. but it is measured as combination of occupation. income. people who earn minimum wage will buy first what they need and if there is an excess with their income it will be spend for their wants.

PERSONAL FACTORS  ROLES AND STATUS . Husbands have different buying behavior than their wives. 2.A person’s buying behavior is influenced by many small groups. Marketers are interested in the roles and influences of husband. Each member of a family has a different buying behavior and different needs. they will first consulted friends and other people before going into it. Family is said to be the most important consumer buying organization on the society. And after. they tend to compare and perception with others on that restaurant. They have direct influence to a person’s buying behavior.  Family Family members can strongly influence buyer’s behavior. Individual consumers use reference groups to compare their own feelings. Example if an individual go out for a dinner in restaurant. ideal and thoughts with those of others. wife and children on the purchase of different products and services.

A role consists of the activities people are expected to perform according to the person’s around them. The person’s position in each group can be defined in terms of both rules and status. and organizations. Marketers develop appropriate products for each stage.  AGE AND LIFE CYLE STAGE As time goes by people change the goods and services they buy. but as we grow old have different needs. savings and interest. If economic situations point to a recession. Marketers try to identify the occupational groups that have a above-average interest in their products and services. clubs.A Person belongs to many groups like each of us is a member of a family. They closely watch trends in personal income. persons who have the same job are sometimes having the same buying behavior. Blue collar workers tend to buy more niggled work clothes. Buying is also depends on the stage of life cycle. We also have changes in our tastes in foods or clothings. They redesign or reprice their products. whereas white collar buy more business suits.  OCCUPATION There are many types of jobs. An infant needs milk. marketers can take steps.  ECONOMIC SITUATION This will greatly affect product choice most of the people today are sensitive about the price of goods. . diaper etc.

social class and even occupation have different life styles.  PERCEPTION Each day people are exposed to thousands of stimuli. Some of these stimuli are consciously received and interpreted while other . People who are interested in cosmetics very concern about his/her looks usually buys cosmetics products. 3. Some are biological like thirst/hunger. esteem. and belonging. our motivation is to quench our thirst.  PERSONALITY AND SELF-CONCEPT Refers to the unique psychological characteristics that lead to relative consistent and lasting responses to one’s own environment. A motive is a need that sufficiently pressing to direct us to seek satisfaction. When we get thirst we buy drinks. Life style is a person’s pattern of living as expressed in his/ her activities. interests and opinions. Other needs are said to be psychological like a need for recognition. These needs are not strong enough to motivate a person. A need becomes a motive when it leads to a sufficient level of intensity. This is about who we are and what we believe in every personality may influence our buying behavior. PSYCHOLOGICAL FACTORS  MOTIVATION We have many needs at a given time. LIFE STYLE People from different subculture.

For example. maybe he/she is not feeling well and avoid drinking cold water. But other person choose to have a water which is not cold. Once consumer already buy the product to be tested. Perception is the process by which stimuli are recognized. Marketers are interested the beliefs of people about their products. . they learn and that’s the time they will think if they will buy again that product or they will transfer their loyalty to other brands. It is enough for her/him to dink without ice. A belief is a descriptive thought that a person has about something. But if some beliefs of people are wrong and it leads to prevention of purchase the marketer have to launch a campaign to correct them. because he /she thinks that a water without ice cannot quench his/her thirst.stimuli are ignored. two persons get thirst. We have different perception over the products we buy. Each of us interprets the world differently.  BELIEFS AND ATTITUDES Through acting and learning people acquire beliefs and attitudes. Two person that have the same motivation and in the same situation may perceive differently the situation. It is difficult to change the perceptions that individuals have developed over time  LEARNING Learning describes changes in an individual’s behavior arising from experience. received and interpreted. One choose to have an iced water than having a water which is not cold.

they will patronize having a meal at fast-food meals are low nutritional value and poor culinary quality both. it becomes a new experience for them. For example. they perceive situations and change it to experience that will influence their future decisions. As individuals encounter new situations. Like dining a restaurant for the first time. Thus. “First impressions are important” if the consumers are turned off the first time they eat at the restaurant. they will decide not to dine in that restaurant again.Attitudes are learned predispositions to act in a consistently favorable or unfavorable manner. some person’s attitudes are that fast food meals are very good because they are of high quality and low cost and come with fast and courteous service. their beliefs and attitude are correct and valid. The beliefs of both individuals about fast food meals are different. . In the mind of each individual consumer. Both individuals have the attitude or acts that are favorable and unfavorable.  EXPERIENCE Experience can also influence consumer behavior.

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