Consumer Markets & Consumer Buying Behaviour

Ch 5 Universitas Atmajaya

Define the CBB & Customer Market

Customer Buying Behavior:

The

buying behavior of final consumersindividuals & households who buy goods & services for personal consumption the individual & households who buy or acquire goods & services for personal consumption
WHEN HOW WHERE WHY?

Consumer Market:
All

WHAT

Model of Consumer Behavior

Marketing & Other Stimuli
Marketing: Product Price Place Promotion Other: Economic Technology Political Cultural

Buyers Black Box

Buyer charact eristics
Buyer decision process

Buyer Responses Product Choice Brand Choice Dealer Choice Prchase timing Purchase amt

WHY?

Factors Influencing Consumer Behavior

Characteristics

Cultural Social Culture Reference Groups Subculture Family Social Class Roles & Status Personal
Age & Lifecycle stage Occupation Economic Situation Lifestyle Personality & self concept

Psychological
Motivation Perception Learning Belief & attitudes

Buyer

Life Style Classifications

Personal

Maslows Hierarchy of Needs

Psychological Motivation

Four Types of Buying Decisions Behavior

High Involvement

Low Involvement

Significance Differences between brands

Complex Buying Behavior

Dissonance Reducing Buying Behavior

Variety seeking Buying Behavior

Few Differences between brands

Habitual Buying Behavior

The Buyer Decision Process

The Buyer Decision Process For New Products

Stages in Adoption:
Awareness Interest

Evaluation
Trial Adoption

The Buyer Decision Process For New Products

INNOVATIVENESS