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  • Consumer Behavior

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    Max Cooper
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    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods and services to satisfy their needs and wants. It is influenced by cultural, social, personal, and psychological factors. The black box model of consumer behavior theory shows how marketing stimuli interact with a consumer's internal psychology and characteristics to influence their buying decision process through problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior. Business markets have special characteristics including fewer but larger volume purchases, close supplier relationships, professional purchasing, and multiple buying influences. Their purchasing process involves problem recognition, need description, supplier search, proposal solicitation, supplier selection, order specification, and performance review.

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    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods and services to satisfy their needs and wants. It is influenced by cultural, social, personal, and psychological factors. The black box model of consumer behavior theory shows how marketing stimuli interact with a consumer's internal psychology and characteristics to influence their buying decision process through problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior. Business markets have special characteristics including fewer but larger volume purchases, close supplier relationships, professional purchasing, and multiple buying influences. Their purchasing process involves problem recognition, need description, supplier search, proposal solicitation, supplier selection, order specification, and performance review.

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    11 views9 pages

    Consumer Behavior

    Uploaded by

    Max Cooper
    Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods and services to satisfy their needs and wants. It is influenced by cultural, social, personal, and psychological factors. The black box model of consumer behavior theory shows how marketing stimuli interact with a consumer's internal psychology and characteristics to influence their buying decision process through problem recognition, information search, alternative evaluation, purchase, and post-purchase behavior. Business markets have special characteristics including fewer but larger volume purchases, close supplier relationships, professional purchasing, and multiple buying influences. Their purchasing process involves problem recognition, need description, supplier search, proposal solicitation, supplier selection, order specification, and performance review.

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    © All Rights Reserved
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    of 9

    Consumer behavior

    • Is the study of how individuals, groups, and


    organizations select ,buy, use, and dispose of
    goods ,services, or anything to satisfy their
    needs and wants.
    Main factors influencing CB
    • Cultural
    – It is fundamental determinant of persons needs
    and wants
    – Sub culture: Smaller groups that provide specific
    identification and socialization within the culture
    – Social stratification( social classes ) Enduring
    homogeneous divisions who share similar values,
    interests ,and behavior.
    • Social factors
    – Family
    – Roles and Status
    – Reference groups
    • Primary
    • Secondary
    • Personal
    – Age and life cycle stage
    – Occupation and economic circumstances
    – Personality and self concept
    – Life style and values
    • Psychology
    – Motivation
    – Perception
    – Learning
    – Memory
    Black box model of CB theory
    Marketing stimuli Consumer
    -Product & Service psychology Buying Decision
    -Price -Motivation
    Process
    - Distribution -Perception
    -Communication -Learning
    1.Problem recognition
    -Memory
    2.Information search
    ----------------------
    3.Alternatives
    evaluation
    Other stimuli Consumer
    -Economic 4.Purchase
    Characteristics 5.Post purchase
    -Technological -Cultural
    - Political behavior
    -Social
    -Cultural -Personal
    Successive steps in information processing

    Total set Apple,Dell,Compaq,NEC,HP

    Apple,Dell,HP, Compaq
    Awareness set
    Dell,HP,Compaq
    Consideration set

    Dell,HP
    Choice set
    ?

    Decision
    Business Markets
    Special characteristics of BM
    - Fewer but larger (volume )
    - Close relationships
    - Professional purchasing
    - Multiple buying influences
    (Initiators,Users,Deciders,Buyers,Approvers,Gatekeepers)
    - Derived demand
    - Inelastic demand
    - Fluctuating demand
    Indu. Purchasing process
    1. Problem recognition
    2. General need description and product
    speciation
    3. Supplier search
    4. Proposal solicitation
    5. Supplier selection
    6. Order routine specification
    7. Performance review

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