Consumer behaviour can be described as a person's decision-making process behind buying a product and the influences that lead to the purchase. Marketers must understand the buyer decision process which includes problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. They also need to understand the target market, area of operation, consumer culture, and social factors. Consumer behaviour is influenced by celebrities/social media, culture, personal circle, and falls into three categories: routine, limited, or extensive involvement. Understanding all aspects of consumer behaviour benefits both firms and consumers.

1. Consumer behaviour
and its influences +
Cristian Rodriguez

2. Consumer Behaviour
Consumer behaviour can be described as a person
involved in the global market, and their thought
process behind buying a specific product and the
influences around them in which it led them to buy
that product in the end. Understanding why a
product was appealing to the consumer and how
to maintain it.

3. The buyer decision
process
This details the decision-making
process used by consumers regarding
the market transactions before,
during, and after the purchase of a
good or service.
Step by step
-Problem recognition:
Recognizes the need
for a service or product
-Information search:
Gathers information
-Alternatives
evaluation: Weighs
choices against
comparable
alternatives
-Purchase decision:
Makes actual purchase
-Post-purchase
evaluation: Reflects on
the purchase they
made

4. What do marketers need to know
before creating and marketing a
product?
-The target market
-Area of operation
-Consumer Culture in
Area
-Social factors

5. 1. Steps in the consumer
behaviour process
➔ Fix the product
What's wrong with the product,
conduct test groups, see how
consumers receive product
➔ Re-introduce to market
Give people a reason to care for the
product after the improvements
➔ Assess progress
Are the changes helping to sell?
➔ Focus on consumers reaction

6. Influences in consumer
behaviour
Consumers can be persuaded to buy products based on a
number of factors. The ability of a marketer to identify those
influences and use it to their advantage to create a sensible
marketing plan.

7. 2. Examples
Celebrities/social media
Many individuals look to social media and
their idols on what product they use or
support to narrow what product to use.
➔ Culture
Someone's race, ethnicity or
background can influence themselves
more on a product if similar cultures
are at place.
➔ Personal Circle
A person's family or friends can
influence someone the most when
looking to buy something.

8. Consumer
Involvement
There are three different levels of
involvement the consumer will go
through when the buying products:
routine, limited and extensive. Firms
have to evaluate which factor the
consumer falls under in order to
evaluate the marketing
communication strategy.
3 types of
consumers
Routine - usually with
low cost items
Limited - More involved
decision making
Extensive - Usually for
high cost items, high
level of decision making

9. Quotes from expert marketers on
consumer behaviour
“The best way to help your
consumers with your business is
to treat your employees right so
they give better customer service,
empower them so they can
provide faster solutions, and to
treat your vendors and partners
fairly and with respect so they can
continually provide the best
product and services to their
ability. - Strong by Kailin Gow”
― Kailin Gow
“The more a certain product
activates the reward center
with its unique characteristics
or its predominant social
stature, the more that product
gets chiseled into the long-
term memory of the consumer,
making it a fundamental part
of the individual's
psychological well being.”―
Abhijit Naskar

10. Utilising all factors of consumer behaviour
benefits both the firm and consumer when
putting it all together and working with the
consumer to help them evaluate all their needs
and find a solution through the decision making
process and techniques.
Tip
Understanding the
market and consumer
thoroughly will make it
user to build a
marketing plan for the
future with different
types of consumers