CONSUMER BEHAVIOR By Matt Bolanda 7 th Marketing

CONSUMER BEHAVIOR By: Matt Bolanda 7 th Marketing

Final and Business Consumer • Final consumers are items you buy for personal use 1. Ex. You buy an x-box from Best Buy, take it home and play it. • Business consumers are items you buy to produce and sell other items for personal gain. 1. Ex. Kellogg's sells cereal for purchase. But, they had to buy plastic, cardboard and ingredients for you to eat and enjoy.

Hierarchy of Needs Self-Actualization: Weight lifting set (for finding out how much you can lift) Esteem: Specific clothes (acceptance) Hair style ( acceptance) Social: Phones( for connection) T. V. (for info. ) Car ( for traveling) Security: Security System( for safety) Insurance( Health, Home, Car etc. ) Clothes (for personal) Physiological: Sleep Number Bed(for comfort and sleep) Home( for shelter) Food (for satisfying hunger), Plumbing( for water, and waste removal)

Buying Motives • Emotional Motives: You purchase an item because of a feeling, attitude, or belief. Ex: 1. You buy a gospel because you want to learn more about your religion. 2. You buy a Mc. Donalds because when you are in a bad mood, their food is said to make you feel better. • Rational Motives: You purchase an item on facts or logic. Ex: 1. You buy a security system because you heard that there is a high crime rate in your new neighborhood. 2. You buy a specific muscle drink because it is said to improve strength. • Patronage Motives: You purchase an item on loyalty. Ex: 1. You buy an American flag to show your loyalty to our country. 2. You always buy Pepsi because you work for them.

Consumer Decision-Making Process • Definition: The process where consumers analyze info. To decide whether or not to buy a product. Problem Recognition • You recognize that you car is breaking down and is failing to start. Information Search • You search for info. on what kind of car you want to purchase from past happenings, surfing online, and beliefs. Alternative Evaluation • You decide on what kind of car you work best for you from the info. you collected. Purchase • You make the purchase of your new car. Post-purchase Evaluation • You evaluate on how your new car runs and works.

Types of Decision-Making • Routine: Purchases that are made frequently and don’t need much thought. 1. You buy a Gatorade every Friday for the sidelines at the football field. 2. You purchase lunch everyday at school. • Limited: Purchases that take more time because of the limited or shortage of a certain product. 1. You buy a Diet Coke since all the Coke Zero is gone. 2. You buy a Kit Kat since all the Butterfingers were already purchased. • Extensive: When you go through all five steps of the decision-making process. 1. You car breaks down so you buy a new one through extensive thinking and searching. 2. You buy a smaller house since the kids are gone and you search for months until you find the right price, size, and location.

Individual characteristics • Age: If you are a parent of a small child who just got a new gaming system, you wouldn’t buy them M rated games, you who buy them E rated games. • Gender: If you were a teenage guy, I would hope you don’t buy pink skirts and halter tops to wear. Instead you buy t-shirts, jeans, and sweatshirts. • Ethnicity: A person of Hindu religion wouldn’t buy beef products because of their beliefs. • Personality: Attitude, Self-Concept, Lifestyle are major factors in this part. Your personality influence anything you buy from clothes to cars.