Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to understand: Why consumers make the purchases that they make? What factors influence consumer purchases? The changing factors in our society. for better understanding of consumer psychology, visit https://marketingskull.com/visual-cognitive-psychology-impact-on-consumers/

1. CONSUMER BUYING
BEHAVIOR
Amina Zahid
Assistant Professor
PROFESSIONAL PSYCHOLOGY
DEPARTMENT
BAHRIA UNIVERSITY ISLAMABAD

2. Learning Objectives
■ Understand the major factors influencing
consumer behavior
■ Know and recognize the types of buying
decision behavior
■ Understand the stages in the buying
decision process

3. Consumer Market
Consists of all the individuals and
households who buy or acquire goods
and services for personal
consumption.

4. Consumer Buying Decision Process
Problem
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post-Purchase
Evaluation

5. Types of Buying Behavior
■Routine Response
■Limited Decision
■Extension Decision
■Impulse Buying

6. Factors Influencing Consumer
Behavior
■Personal
■Psychological
■Social
■Cultural

7. Personal Factors
■Age
■Life-Cycle Stage

8. Stages in Family Life-Cycle
1. Single
2. Newly Married Couples
3. Full Nest I
4. Full Nest II
5. Full Nest III
6. Empty Nest I
7. Empty Nest II
8. Solitary Survivor
9. Solitary Survivor, Retired

9. Personal Factors
■ Age
■ Life-Cycle Stage
■ Occupation
■ Economic Circumstances
■ Life Style

10. Psychological Factors
■“Wants”
– Based on a want or desire to have
something. Not a necessity.

11. Psychological Factors
Motivation:
– Freud
■ Id
■ Ego
■ Super Ego
– Maslow
■ Hierarchy of Needs

12. Psychological Factors
■ Motivation
■ Perception
– The process by which an individual selects, organizes, and
interprets inputs to create a meaningful picture of the
world.
■ Selective Exposure
■ Selective Distortion
■ Selective Retention – support belief

13. Psychological Factors
■ Motivation
■ Perception
■ Learning
– Changes in an individual’s behavior arising form
experience

14. Psychological Factors
■ Motivation
■ Perception
■ Learning
■ Beliefs
– Descriptive thoughts that a person holds about something

15. Psychological Factors
■ Motivation
■ Perception
■ Learning
■ Beliefs
■ Attitudes
– Enduring favorable or unfavorable cognitive evaluations
emotional feelings and action tendencies

16. Functional Factors
■“Needs”
– Need over wants. Delivers to a real “need”
to have something.

17. Social Class
Relatively homogenous, enduring divisions in a
society, hierarchically ordered with members
sharing similar values, interests, and
behaviors.

18. American Social Classes
■ Upper Upper 1%
■ Lower Upper 2%
■ Upper Middle 12%
■ Middle 32%
■ Working 38%
■ Upper Lower 9%
■ Lower Lower 7%

19. Group Influences
Public Luxuries
Golf Clubs
Snow Skis
Sail Boat
Private Luxuries
TV Video Games
Ice Makers
Trash Compactors
Public
Necessities
Wrist Watch
Automobiles
Dress Clothes
Private
Necessities
Mattresses
Floor Lamps
Refrigerators
Strong Weak
Strong
Weak
Brand Choice
Product
Choice

20. Family Influence on Buying
Behavior
■Husband-Dominant
■Wife-Dominant
■Equal

21. Culture & Subcultures
■ Cultures
– The accumulation of values, knowledge, beliefs, customs,
objects, and concepts that a society uses to cope with its
environment
■ Subcultures
– Groups of individuals who have similar value and behavior
patterns within the group but differ from those in other groups.

22. Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Decision
6. Confirmation

23. Examples of Buying Motives:
Psychological or Functional?
■ A senior wants to impress his date at the
prom .
His primary motive is …?
Psychological

24. Examples of Buying Motives:
Psychological or Functional?
■ A girl wants to remember her grandmother on her birthday.
Her primary motive is…?
Psychological

25. Examples of Buying Motives:
Psychological or Functional?
■ A homemaker needs a new washing machine and has had
good experiences with Sears.
Her primary motive is …?
Functional

26. Examples of Buying Motives:
Psychological or Functional?
■ A teacher wants to buy a practical car to be used for family
transportation.
Her/His primary motive is …?
Functional

27. Examples of Buying Motives:
Psychological or Functional?
■ A career woman always buys Liz Claiborne clothes.
Her primary motive is…?
Psychological

28. Examples of Buying Motives:
Psychological or Functional?
■ An overweight 40 year old man wants to loose weight so
that he can reduce his blood pressure.
His primary motive is…?
Functional

29. Examples of Buying Motives:
Psychological or Functional?
■ A homeowner needs to mow their lawn.
Their primary motive is…?
Functional

30. Consumer Buying Behavior Competency
Functional
Motive
Psychological
Motive
The price is 40
cents off the
regular price.
It never needs
ironing.
Diamonds are
forever.
Serving you since
1971.
Ninety-day
warranty.

31. Consumer Buying Behavior Competency
Functional
Motive
Psychological
Motive
Running shoe with
built-in arch.
It’s all the rage—
colored action wear
and style.
Wheaties—the
breakfast of
champions!
Steel-belted radial
tires warranted for
40,000 miles
A watch—a gift she
will treasure
always.

32. Learning Objectives--
Reviewed
■ Understand the major factors influencing
consumer behavior
■ Know and recognize the types of buying
decision behavior
■ Understand the stages in the buying
decision process