Professional Documents
Culture Documents
Overview
•Influences on Consumers Buying Behaviour
•The Consumer Decision Making Process
•Types of Consumer Buying Behaviour
Consumer Behaviour
• the study of how consumers acquire, consume
and dispose of goods, services, experiences
and ideas.
Influences on Consumer Behaviour
• A consumer’s behaviour can be influenced by
many factors:
– Group factors e.g. culture, family, friends
– Individual factors e.g. gender, age, personality
– Psychological factors e.g. perception, involvement,
time pressure
A Group Factor: Culture
• Culture - a set of values, attitudes and
preferences passed on from one generation to
the next.
A Group Factor: Culture
• Culture- a set of values, attitudes and
preferences passed on from one generation to
the next
The Effect of Gender
• Are men and women really different?
A Psychological Process: Perception
Selective Retention
THE CONSUMER
DECISION MAKING PROCESS
• Problem Recognition
– _________ a _________ difference between the
• Information Search
– Internal Search
• _______________
• _______________
– External Search
• Personal Sources
• Marketer Sources
• Neutral Sources
The Consumer Decision Making Process
• Evaluation of Alternatives
– Evaluative Criteria
• Ways to compare the alternatives
– Determinant Attributes
• Aspects on which the alternatives clearly differ
– Decision Criteria
• Decision rules
The Consumer Decision Making Process