CONSUMER

BEHAVIOR
LESSON 2
THE CONSUMER IS IN
CHARGE
LESSON 2.1
Understanding the Customer
0Consumer behavior – describes how
consumers make buying decisions,
choose among alternatives, and use
products.
0Studying consumer behavior is an
important factor in creating effective
advertising.
 Identifying Consumer
Needs and Wants
0Need – is anything you require for
survival.
0Want – is something that is desired.

0Abraham Maslow – identified five

areas of personal needs.
 Self-Actualization

Self-Esteem

Social

Security

Physiological

Maslow’s Hierarchy of Needs

 Scarcity
0Personal needs and wants are
never ending, but the resources
used in the production of products
and services are limited. This is the
concept of scarcity.
Consumer Decision-Making
Process
1. Recognize the problem.
2. Search for the information.
3. Evaluate alternatives.
4. Make the purchase.
5. Evaluate the purchase.
 Types of Consumer
Decision Making
0 ROUTINE DECISION MAKING – used for
frequently purchased, low-cost products that require
little thought.
0 LIMITED DECISION MAKING – takes a moderate
amount of time to collect and compare information
about an unfamiliar product or brand.
0 EXTENSIVE DECISION MAKING – occurs when the
consumer uses a methodological decision-making
process to buy an infrequently purchased product.
CONSUMER PURCHASE
CLASSIFICATIONS
LESSON 2.2
 Types of Purchases
0New Purchase –buying products or
services for first time.
0Modified Purchase – occurs when
consumers must make new decisions
about a product or service that they have
previously purchased.
0Repeat Purchase – Purchasing the same
products and services over and over
again.
 Types of Products
0 Convenience 0 Shopping Products –
Products – are consists of products
purchased regularly that consumers want
without much to own after they meet
planning. personal needs.
0 Staple Products 0 Specialty Products –
0 Impulse Products are those that have a
0 Emergency Products strong brand loyalty.
0 Unsought Products –
are not actively sought
out by consumers.
INFLUENCES ON CONSUMER
BEHAVIOR
LESSON 2.3
 Buying Motives
0The actions of individuals are influenced
by motivation, which is an incentive or a
reason for doing something.
0Buying motives are the driving forces
that cause consumers to buy products
or services.
0 Emotional motives – feelings, beliefs
0 Rational motives – facts or logic
0 Patronage motives – loyalty
 Factors Influencing Consumer
Buying Decisions
0INDIVUDUAL INFLUENCES
0Personality – set of emotions, traits, and
behaviors that define an individual.
0Attitude – state of mind
0Self-concept – how person perceives
himself
0Lifestyle – how a person lives as
identified by material goods
Factors Influencing Consumer
Buying Decisions
0Gender
0Age
0Culture and Ethnicity
0 Culture – shared attitudes and
behaviors.
0 Ethnicity – shared identity.
Factors Influencing Consumer
Buying Decisions
0SOCIAL INFLUENCES
0 Social Environment – consists of other
individuals or groups with whom you
interact on a regular basis.
0 Reference groups – an organization or
group of people that an individual
identifies with and admires.
Factors Influencing Consumer
Buying Decisions
0MARKETING INFLUENCES
0 Advertising Influences – an advertising
campaign is a series of related
advertisements with a common theme or
idea that focuses on specific product,
service, brand, or message.
0 Promotional Influences – Promotion are
used to introduce products or services.