Consumer

Behaviour
• Consists of the acts of individuals in obtaining,
using and disposing of economic goods and
services, including the decision steps that precede
and determine these acts.
 Buyer Behaviour

Consumer Market Industrial Market

(B2C) (B2B)
Consumer’s Market
Factors Affecting Buyer Behaviour

1) Cultural Influences
Culture – set of value beliefs and other meaningful symbols that
help individuals to communicate, interpret and evaluate as
members of society

2) Social Influences
- Affected by social factors, such as family and groups.
a) Family – perhaps the most important determinant of
consumer behaviour because of the close, continuing
interactions among family members.
b) Groups
- A person’s behaviour is affected by many small
groups
- Groups have direct influence and to which person
belongs are called membership groups.
- Reference groups are groups whose values
influence consumers.
c) Social Class
- Relatively permanent and ordered divisions whose
members share similar values, interests and
behaviours.
Upper Upper
Social Classes
social elite
Inherited wealth
Lower Upper Earn high income
Business or professionals
Upper Middles Professionals
Business people
Middle Class Average pay white and blue collar workers

Working Class Normal working class lifestyle

Upper Lowers Working but just above poverty line

Lower Lowers On welfare

Poverty stricken
3) Personal Factors

a)Age and family life cycle stage

b)Occupation
c)Lifestyle
4) Psychological Factors
1)Motivation
2)Attitudes
3)Learning
Maslow’s Hierarchy of Needs
 Consumer Buying Roles

• Initiator
• Influence
• Decider
• Buyer
• user
 Buying Decision Process

Consumers go through many stages in the process

of purchasing a product/ service.

a)Problem recognition
b)Search
c)Evaluation of alternatives
d)Purchase decision
e)Post purchase behaviour
 Tutorial Part I

You are the marketer of Kelloggs. Your company is

launching the following new product in the coming
months. Explain the various factors that will affect
your marketing mix planning.
Business Market
 Business Buying Behaviour
Tends to be more complex that the consumer decision
process.

a) Problem recognition
b)Specification of purchase requirement
c) Supplier search
d)Supplier selection
e) Contract agreement
f) Place and receive orders
g)Performance review
 Organizational Buying
Situations
1) Straight rebuy
2) Modified rebuy
3) New task buying