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    Consumer behavior can be defined as the process people engage in to search for, select, purchase, use, and dispose of products and services. Understanding consumer behavior is important for marketers to influence purchase decisions. The consumer decision process generally involves stages from initial awareness to post-purchase behavior. Key factors that influence consumer behavior include culture, social class, personality, and reference groups. Cultural values directly shape how consumers view products and brands.

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    Consumer behavior can be defined as the process people engage in to search for, select, purchase, use, and dispose of products and services. Understanding consumer behavior is important for marketers to influence purchase decisions. The consumer decision process generally involves stages from initial awareness to post-purchase behavior. Key factors that influence consumer behavior include culture, social class, personality, and reference groups. Cultural values directly shape how consumers view products and brands.

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    7 views26 pages

    Advertising - 5

    Uploaded by

    Dina Shehata
    Consumer behavior can be defined as the process people engage in to search for, select, purchase, use, and dispose of products and services. Understanding consumer behavior is important for marketers to influence purchase decisions. The consumer decision process generally involves stages from initial awareness to post-purchase behavior. Key factors that influence consumer behavior include culture, social class, personality, and reference groups. Cultural values directly shape how consumers view products and brands.

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    of 26

    Lecture 5

    ; consumer behavior :
    Consumer behavior :
     Consumer behavior : can be defined as a the process and
    activities people engage in when searching for selecting
    ,purchasing ,using , evaluating , and deposing of products and
    services so as to satisfy their needs and desires .

     - marketers success in influencing purchase behavior depends


    on how they understand consumer behavior .

     - the consumer `s decision process is generally viewed as


    consisting of stage through which the buyer passes in
    purchasing a product or service .
    Factors important to understanding consumer markets and consumer behavior:

    The size of the consumer market.

    Changes in consumer shopping habits and purchase decisions.

    Emphasis on consumer-oriented marketing.

    The design of effective marketing strategy.

    Culture:
    The values, ideas, attitudes, and symbols that people adopt to
    communicate, interpret, and interact as members of society

    Cultural values directly influence how


    Consumers view and use individual
    products, brands, and services.
    Values

    The List of Values (LOV):


    • Self-respect
    • Warm relationships
    • Self-fulfillment
    • Sense of belonging
    • Respect from others
    • Excitement
    • Security
    • Sense of accomplishment
    • Fun and enjoyment in life
    Values and Lifestyles (VALS):
    Identifies eight market segments that
    share similar end values.
    Social Class Influences

    •• Social
    Social Classes:
    Classes:
    –– Relatively
    Relativelyhomogeneous
    homogeneousdivisions
    divisions
    within
    withinaasociety
    societythat
    thatcontain
    containpeople
    people
    with
    withsimilar
    similarvalues,
    values,needs,
    needs,lifestyles,
    lifestyles,
    and
    andbehavior.
    behavior.
    •• Family
    Family influences
    influences play
    play two
    two
    important
    important roles
    roles in:
    in:

    –– The
    Thesocialization
    socializationof
    ofpeople.
    people.

    –– Affecting
    Affectingindividual
    individualpurchase
    purchase
    decisions.
    decisions.
    Reference Groups:
    Those others look to for help and guidance including friends,
    co-workers, and others.
    Personality:
    Reflects a person’s consistent response to
    his or her environment.

    Personality traits related to consumer


    behavior:
    Extroversion
    self-esteem
    dogmatism (closed-mindedness)
    aggressiveness
    Elements of Who buys
    When do consumer buy
    consumer How consumer buy

    behavior From where do consumer buy



    Customer needs

    Stated needs

    Real needs

    Unstated needs

    Delight needs

    Secret needs

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