The document discusses consumer behavior and the factors influencing buying decisions in consumer markets. It explores cultural influences, social classes, reference groups, age, personal attributes, economic situations, lifestyle, self-concept, perception, learning, and beliefs. Various examples, particularly related to food and purchasing decisions, illustrate the differences in consumer behavior among diverse cultural groups.

1. MGT 2306
MARKETING MANAGEMENT
Lesson 3

2. LESSON 3 OBJECTIVES
• Explain what is consumer behavior and
consumer markets
• Describe all the factors that influences what a
consumer will buy

3. CONSUMER MARKETS
AND
CONSUMER BUYER
BEHAVIOR

4. MODEL OF CONSUMER BEHAVIOR
• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals
(individu) and households (rumah tangga) who
buy goods and services for personal
consumption.
• Consumer market refers to all of the personal
consumption (kegunaan peribadi) of final
consumers.

5. CHARACTERISTICS AFFECTING
CONSUMER BEHAVIOR

6. CULTURAL (BUDAYA)
Culture is the learned values, perceptions, wants, and
behavior from family and other important institutions.
A subculture explains a culture within a culture.
Example: Malaysian Culture
Malay, Chinese, Indian culture
Kelantanese Malay, Mongolian Chinese
and Northern Indian culture

7. DISCUSSION..
What differences do you see in Malay and Chinese
culture when it comes to their buying behavior?
- the food they buy to eat
- Colors they choose for clothes, furniture, painting
- electronic items that they would buy
- household items that are compulsory

8. A LOOK AT FOOD DIVERSITY

9. SOCIAL CLASS
(LAPISAN MASYARAKAT)
• Social classes are society’s relatively permanent
(tetap) and ordered (teratur) divisions whose
members share similar values, interests, and
behaviors.
• Measured by a combination of occupation,
income, education, wealth, and other variables.
(pekerjaan, pendapatan, pendidikan, kekayaan)

10. Golfers, doctors, I.T Geeks, Businessmen,
Royalty, Ministerial etc etc

11. • Reference Groups: Groups that form a
comparison or reference in forming attitudes or
behavior
• Family is the most important consumer-buying
organization in society. The groups, family, clubs,
and organizations that a person belongs to
define his/her social role and status.
SOCIAL

12. WHICH GROUP(S) WOULD YOU
JOIN?

13. • Age and Life-cycle stage determines what
consumer buys at each stage of life
How different are people’s purchasing needs
and behaviors through each stage of life?
PERSONAL

14. • Occupation : affects the goods and services
bought by consumers.
• If you were a teacher, what kind of stationeries
would you buy more than anyone else?
• If you are a doctor, how would you want the
food that you buy to be different from the
others?
• If you are a body builder, what would you eat
more than anyone else?

15. • Economic situation includes trends in:
Personal
income
Savings
Interest
rates

16. Lifestyle is a person’s pattern of living as
expressed in his or her psychographics.
- Party animal
- Healthy living
- Sports oriented
- Workoholic
- Glamour Kitten

17. • Self-Concept : an idea of the self constructed
from the beliefs one holds about oneself and the
responses of others.
"a self-concept is largely a reflection of the reactions
of others towards the individual"

18. PHYSIOLOGICAL
Motivation :
what drives a
person to buy a
product or use
a service

19. How you
see
yourself
• How you
would like
to see
yourself
• How you
would like
others to
see you
• How you
see others
see you
• Perception : how a person thinks of himself
and how he thinks other people sees him

20. HOW MARKETING ATTEMPTS
TO CHANGE PERCEPTION

21. USING A FACIAL WASH
CHANGES YOUR FACE!

22. • Learning : Knowledge & Experiences gained in
life

23. • Beliefs & Attitudes: Faith and behavior
towards a product or service