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5 Armstrong/Kotler
Family
• The family is the most important consumer
buying organization in society.
Occupation
• A person’s occupation affects the goods
and services bought.
Economic Situation
• A person’s economic situation will affect his
or her store and product choices.
• Marketers watch trends in personal
income, savings and interest rates.
Copyright 2017 Pearson Education, Ltd 5- 18
(Armstrong, Kotler & Opresnik)
Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall
Factors Influencing Consumer Behavior:
Personal Factors
Lifestyle
• Lifestyle is a person’s pattern of living as
expressed in his or her psychographics.
• It involves measuring consumers’ major
AIO dimensions.
Abraham
Maslow
sought to
explain why
people are
driven by
particular
needs at
particular Copyright 2017 Pearson Education, Ltd
(Armstrong, Kotler & Opresnik)
4 - 24
Perception process:
• 1) Selective attention is the tendency for
people to screen out the information to
which they are exposed
Copyright 2017 Pearson Education, Ltd 4 - 25
(Armstrong, Kotler & Opresnik)
Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall
Factors Influencing Consumer Behavior:
Psychological Factors
Learning
Learning describes changes in an individual’s
behavior arising from experience.
Need Recognition
• The buyer recognizes a problem or need.
• The need can be triggered by:
- Internal stimuli
- External stimuli
Information Search
• An interested consumer may or may not
search for more information.
• Sources of information:
- Personal sources (family, friends, neighbors,
acquaintances)
- Commercial sources (advertising, salespeople,
dealer Web sites, packaging, displays)
Evaluation of Alternatives
• Refers to how consumers process
information to arrive at brand choices.
• In some cases, consumers use careful
calculations, logical thinking & situation.
• At other times, the same consumers do
little or no evaluating. Instead they
buy on impulse and rely on intuition.
Purchase Decision
• Generally, the consumer’s purchase
decision will be to buy the most preferred
brand.
• 2 factors can come between the purchase
intention and the purchase decision:
- Attitudes of others
- Unexpected situational factors
Postpurchase Behavior
• The difference between the consumer’s
expectations and the product’s perceived
performance will determine how satisfied
the consumer is.
• If the product falls short of expectations,
the consumer is disappointed.
• If it meets expectations, the consumer is
satisfied.
Copyright 2017 Pearson Education, Ltd 5- 35
(Armstrong, Kotler & Opresnik)
Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall
The Buyer Decision Process
Adoption
Trial
Evaluation
Interest
Awareness
Business Markets
Differences between the business markets
and consumer markets:
Market structure and demand
Nature of the buying unit
Types of decisions and the decision
process involved
Strategy
Creating Value for Target Customers
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