CONSUMER BEHAVIORCONSUMER BEHAVIOR
Readings (Course Materials):
- “Buyer Behavior”, Level 1, Vol.1, p. 349
- “Online Buyer Behavior”, Level 1, Vol.2,
p. 245 to 291.
Teamwork (Buyers role play)
Group 1. Clothing
Group 2. Cell phone
Group 3. Soft drink
Group 4. Motorbike
Group 5. Laptop/Notebook
Group 6. Food
Group 7. Tour
Group 8. Fruit
- Purchase steps?
- Criteria to consider?
- Most important influences?
- Market: An aggregate of individuals
and/or organizations that have needs for
products in a product class and have the
ability, willingness, and authority to
purchase such products.
- Consumer Market: Purchasers and
household members who intends to
consume or benefit from the purchased
products and who do not buy products
for the main purpose of making profits.
- Consumer Buying Behavior: The
decision processes and acts of ultimate
consumers/end users involved in buying
and using products.
DECISION-MAKING PROCESS : 5
1. Problem recognition
2. Information search
3. Evaluation of alternatives
5. Post-purchase evaluation
BUYING SITUATION: 3 TYPES OF
CONSUMER PROBLEM SOLVING
- Routinized response behavior
- Limited problemsolving
- Extended problem solving
- Impulse buying: An unplanned buying
behavior involving a powerful urge to
buy something immediately.
INFLUENCING FACTORS (1) :
- Demographic factors (age, sex, race,
ethnicity, income, family life cycle, and
- Lifestyles (an individual’s pattern of
living expressed through activities,
interests, and opinions)
- Situational factors (influences
resulting from circumstances, time, and
location that affect the consumer buying
INFLUENCING FACTORS (2) :
- Perception (the process of selecting,
organizing, and interpreting informations).
- Motivation (an internal energizing force
directing a person’s behavior toward
satisfying needs or achieving goals).
INFLUENCING FACTORS (2) :
- Learning (changes in an individual’s
behavior caused by information and
- Attitudes (an individual’s enduring
evaluation, feelings, and behavioral
tendencies toward an object or idea).
- Personality and self-concept
INFLUENCING FACTORS (3)
- Roles and Family Influences
- Reference Groups and Opinion
- Social Classes
- Culture (values, knowledge, beliefs,
customs, objects, and concepts of a society)
- Organizational (Industrial) Market:
Individuals or groups that purchase a
specific kind of product for resale, direct
use in producing other products, or use
in general daily operations.
- Organizational (Industrial) Products:
+ Raw materials
+ Major equipment
+ Component parts
+ Accessory equipment
+ Consumable supplies
1. Recognize problem
2. Develop product specifications
3. Search for products and suppliers
4. Evaluate proposals
5. Select and order
6. Evaluate product and supplier