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Consumer Buyer Behavior
The buyer behavior or final consumers – are
individuals and households that buy goods and
services for personal consumption.
Consumer Market
 All the individuals and households that buy or
acquire goods and services for personal
consumption.
1. Cultural Factors
Culture
The set of basic values, perceptions, wants, and behaviors
learned by a member of society from family and other important
institutions.
Subculture
A group of people with shared value systems based on
common life experiences and situations.
Social Class
Relatively permanent and ordered divisions in a society
whose members share similar values, interests, and behaviors.
 Hispanic American Consumers
 African American Consumers
 Asian American Consumers
 Mature Consumers
2. Social Factors
Group
Two or more people who interact to accomplish
individual or mutual goals.
Family
The most important consumer buying
organization in society.
 Word-of-Mouth Influence
Consumer start chatting about a brand they use or
feel strongly about one way or the other.
o Opinion Leader
A person within a reference group who, because
of special skills, knowledge, personality, or other
characteristics, exerts social influence on others.
 Buzz Marketing
Involves enlisting or even creating opinion
leaders to serve as “brand ambassadors” who spread the
word about a company’s product.
 Online Social Networks
Online social communities – blogs, social
networking Web sites, or even virtual worlds – where
people socialize or exchange information and opinions.

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Consumer Buyer Behavior

  • 1.
  • 2. Consumer Buyer Behavior The buyer behavior or final consumers – are individuals and households that buy goods and services for personal consumption. Consumer Market  All the individuals and households that buy or acquire goods and services for personal consumption.
  • 3. 1. Cultural Factors Culture The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Subculture A group of people with shared value systems based on common life experiences and situations. Social Class Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors.
  • 4.  Hispanic American Consumers  African American Consumers  Asian American Consumers  Mature Consumers
  • 5. 2. Social Factors Group Two or more people who interact to accomplish individual or mutual goals. Family The most important consumer buying organization in society.
  • 6.  Word-of-Mouth Influence Consumer start chatting about a brand they use or feel strongly about one way or the other. o Opinion Leader A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.
  • 7.  Buzz Marketing Involves enlisting or even creating opinion leaders to serve as “brand ambassadors” who spread the word about a company’s product.  Online Social Networks Online social communities – blogs, social networking Web sites, or even virtual worlds – where people socialize or exchange information and opinions.