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Chapter 5: Consumer Markets and Consumer Buyer Behavior Kira Higgins Jackie Reyes Roberto Ornelas Paul Lara
What is Consumer Buyer Behavior? Consumer Buyer Behavior refers to the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption.
Model of Consumer Buyer Behavior
Forces that Influence Buyer Behavior Cultural Social Personal Psychological
Cultural -Cultural factors include the ideas, customs, and values shared between consumers that influence their buying behavior. ● Culture ● Subcultures ● Social Class
Social -Social factors influence buyers through interaction with others and the trends observed. ● Small groups ● Family ● Social roles and status
Personal -Personal factors include the characteristic and interests pertaining to an individual buyer. ● ● ● Age and life cycle stage Occupation Economic Situation Lifestyle Personality and self-concept
Psychological -Psychological factors influence the mental and emotional aspects of a buyer’s decision to enter the market. ● ● Motivation Perception Learning Beliefs and attitudes
Model of Factors that Influence Buyer Behavior
Apple i. Phones ● Social Factors ● Personal Factors
Social Factors for Apple i. Phones Membership groups: small groups of people that a person may belong to and is directly influenced by. ● ● Friends Co-workers Teammates Church groups Membership groups can influence one’s purchase of an i. Phone.
Social Factors for i. Phone Reference groups: groups of people that an individual does not belong to but serves as an indirect point of comparison in forming an attitude or behavior. -40% of teenagers own an i. Phone -Perhaps, because they are following their opinion leader
Personal Factors for Apple i. Phones Life-Style: A person’s pattern of living as expressed in his or her activities, interests, and opinions. Apple Includes products like the fitbit to appeal to consumers activities and interests for exercise and healthy living.
Personal Factors for Apple i. Phones Motivation/Motive: A need that is sufficiently pressing to direct the person to seek satisfaction of the need. This Motive is one of the driving forces to convince consumers what they are buying is something they must have. Apple releases new i. Phones yearly because of consumers’ motive to own the latest technology.
Marketers use of the 4 Forces
Marketers use of Social Force Marketers learn about consumers through social networks to influence their buying behavior. Recently more companies use sites like Instagram and Facebook to market their products to specific social groups as trends.
Marketers use of Personal Force Marketers analyze characteristics and buying behaviors of individuals -Age and way of life -Purchasing power/revenue -Lifestyle -Self-concept -Personality
When you’re buying a product. . . Have you thought of why it appeals to you? . . . What made you choose that brand? . . . Have forces influenced you to purchase? The major Forces that affect buyer behavior ● Cultural ● Social ● Personal ● Psychological
References Arthur, C. (2011, October 6). Why do some people really hate Apple? The Guardian. Retrieved from http: //www. theguardian. com/technology/2011/oct/06/why-dopeople-hate-apple Handley, M. (2012, October 12). Generation Spoiled? 40 Percent of Teens Have i. Phones. U. S. News. Retrieved from http: //www. usnews. com/news/articles/2012/10/12/generation-spoiled 4 0 -percent-of-teens-have-iphones Kotler, P. , & Armstrong, G. (2014). Consumer Martets and Consumer Buyer Behavior. In Principles of marketing (5 th ed. ). Upper Saddle River, N. J. : Person Education. The Consumer Factor. Consumer Insights, Market Research, Consumer Behavior & Neuromarketing. (n. d. ). Retrieved September 19, 2014, from http: //theconsumerfactor. com/ en/4 -factors-influencing-consumer-behavior/