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Consumer Behavior Guide
Cultural, social, personal, and psychological factors influence consumer behavior. There are four types of buying behaviors - complex, dissonance-reducing, habitual, and variety-seeking. The buyer decision process involves need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. Understanding consumer behavior helps marketers improve strategies by learning how consumers think and are influenced.
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Consumer Behavior Guide
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- 2. Lesson 1: Characteristics AffectingConsumer Behavior: Consumer buying behavior refers to the buying behavior of final consumers.
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- 4. Cultural Culture is themost basic cause of a person’s wants and behavior. It is a set of basic values, perceptions, and behaviors learned by a member of the society.
- 5. Social References Groups People are influencedby the group they belong. Family Members Family members will give strong influence to a person’s decision. Roles and Status A role of an individual in the community will influence his/her decision
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- 8. Lesson 2: Typesof Buying Decision Behavior: There are four types of buying behavior
- 9. Complex A buying behaviorwhich is characterized by high consumer involvement in a purchase and perceived significant differences among brands.
- 10. Dissonance – Reducing Buying Behavior Abuying behavior which is characterized by high involvement with expensive, infrequent, risky purchase but sees little differences among brands
- 11. Habitual A buying behaviorwhich is characterized by low consumer involvement in the purchase and little significant brand differences.
- 12. Variety – Seeking BuyingDecision Behavior A buying decision with a low involvement in the purchase but perceive significant brand differences.
- 13. Lesson 3: Buyer DecisionProcess
- 14. Need Recognition InformationSearch Evaluation of Alternatives Purchase Decision Post – Purchase Decision
- 15. Buyer Decision Process For NewProducts
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- 17. Consumer Behavior: ThePsychology of Marketing The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as:
- 18. • The psychologyof how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers);
- 19. • The psychologyof how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
- 20. • The behaviorof consumers while shopping or making other marketing decisions;
- 21. • Limitations inconsumer knowledge or information processing abilities influence decisions and marketing outcome;
- 22. • How consumermotivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
- 23. • How marketerscan adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
- 24. Consumer Behavior – “isthe study of individuals, groups, or organizations and the processes they use to select, secure, use and dispose of products, services, experiences, or ideas to satisfy needs and society.”
- 25. There are fourmain applications of Consumer Behavior:
- 26. For Marketing Strategy – understandingthat consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon.
- 27. For Public Policy– In 1980’s, Accutane, a mere miracle cure to acne, was introduces. Unfortunately Accutane resulted in severe birth defects if taken by pregnant woman.
- 28. Social Marketing – Involvesgetting ideas across to consumers rather than selling something.
- 29. As a finalbenefit, studying consumer behavior should make us better consumers.
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- 31. People buy tosatisfy all types of needs, not just for utilitarian purposes. These needs as identified by Maslow maybe physical or biological, safety or security, love and affiliation, prestige and esteem or self fulfillment
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- 33. While all ofthis information might be helpful to marketers, it is equally important to understand what compels the consumer to actually make a purchase, as opposed to just generating interest.
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- 35. When Market researchers beginevaluating the behavior of the consumer, it is a mistake to rely on conventional wisdom, especially when it is possible to study the actual activity in which consumers are engaged when using a product or service.
- 36. There are two principalways to evaluate the motivation behind consumer purchases:
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- 38. Intensity (how much theywant it)
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- 40. One of thebest ways to influence consumer behavior is to give buyers an acceptable motive.
- 41. There are rangeof alternative models, but that of AIAPR which most directly links to the steps in the marketing / promotional process is often seen as the most generally useful;
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