A small PowerPoint presentation on the factors that influence consumer purchasing and their decision-making process.

1. CONSUME
R
BEHAVIOR
S
A look into what prompts consumers to make
purchases.

2. WHAT ARE CONSUMER
BEHAVIORS?
Consumer behavior, from a marketing
perspective, is what drives a consumer
to make a purchase or use a service.
As a marketer, using information
gathered about consumers will increase
sales and deepen the impact of the
product they are marketing.

3. FACTORS THAT INFLUENCE
CONSUMER BEHAVIORS
Consumers are influenced by
• Psychological Factors
• Social Factors
• The Marketing Mix
• Situational Factors

4. PSYCHOLOGICAL
FACTORS
Maslow’s Hierarchy of Needs is an illustration of how consumer’s
needs stack up.
Moving up the pyramid, consumers have more wants and needs but
the next level cannot be met until the previous level has been
satisfied.
These factors are considered by consumers when making purchasing
decisions.
On the bottom, the base for the entire
pyramid, we have physiological which
constitutes needs such as food, water, and
shelter.
Moving up the pyramid, we have safety which
could be physical safety as well as financial
safety.
Love includes friendship and family.
Esteem includes confidence and respect.
Self-Actualization includes personal growth
activities that allow them to meet their
intellectual, creative, and other such needs.

5. SOCIAL
FACTORS
Consumers will take their
social circles into consideration
when making purchasing
decisions; including what to
buy and from where.
Consumers will look to their
family, friends, superiors, and
celebrities; just to name a few,
to help them make decisions.

6. THE MARKETING MIX
Consumers will also look to the four Ps of the marketing
mix:
• Product
• Price
• Place
• Promotion
Consumers will want to purchase a product that is the right
price for them, in the right place for them to purchase the
product, that will be available to them in the right amount
of time. Of course, they can only achieve this if they know
about the product in the first place.

7. SITUATIONAL
FACTORS
Situational factors are most likely to
override all other factors.
For example: if a consumer is out at a
restaurant and they typically prefer
Pepsi, but the restaurant only carries
Coca-Cola, then they will be inclined
to choose Coca-Cola.

8. THE CONSUMER
DECISION
PROCESS
Consumers typically go through a process before
deciding to purchase a product or service. The steps
of this process are:
1. Need Recognition
2. Information Search
3. Alternative Evaluation
4. Purchase and Consumption
5. Post-Purchase
These steps are influenced by psychological, social,
and situational factors; as well as the marketing mix.

9. NEED
RECOGNITION
Need recognition, the first step in the
decision-making process, involves the
consumer realizing they have a need
that is currently being un-met.
This can include being hungry, needing
a car for transportation, or needing a
new hair cut.

10. INFORMATION SEARCH
The second step in the decision-making process is searching for information.
If a consumer has realized they need a car to get from home to work or to the
store, they will seek out information about which car to get and from where.
Consumers will tap into their decision-making factors to help them make
decisions but also where to look for information.

11. ALTERNATIVE
EVALUATION
Once a consumer has compiled information, they will most likely
have chosen multiple options and must evaluate the options based
on what will meet their need the best.
In searching for a car, a consumer might be torn between a Hyundai
Tucson and a Chevrolet Trax, for example.
This step allows them to dig deeper to decide which car would be
best for them.

12. PURCHASE AND
CONSUMPTION
Using the car example, our consumer has
decided on the Chevrolet Trax and is now
driving this car every day.
It is the wish of both the consumer and the
marketer that the consumer is pleased with
this decision. The consumer because they
have to drive the car every day and the
marketer because if the consumer is
pleased with their purchase, they are more
likely to tell their social circles about it.

13. POST
PURCHA
SE
Tying into purchase and
consumption, this step is the most
important for marketers. Not only
does a pleased customer mean
word-of-mouth advertising, but it
also means a loyal customer.
A loyal customer will come back to
purchase another vehicle, either
when their new one has reached its
end, or for someone else.

14. CONCLUSI
ON
Understanding the factors that go
into Consumer Behaviors and their
decision-making process allow
marketers to better understand how
to get consumers to purchase their
products and not a competitor’s.
If a marketer can use this
information to their advantage, they
will have better success in creating
sales as well as achieving brand
loyalty and lifelong customers.