Consumer Markets and Consumer Buying Behavior

1
Consumer Markets and Consumer Buying Behavior

• Chapter 6

2
Model of Consumer Behavior

• 5 Premises Consumer behavior is
• Purposeful and goal oriented
• Consumer has free choice
• It is a process
• It can be influenced
• There is a need for consumer education

3
Personal Characteristics Affecting Consumer
Behavior

• Cultural Factors
• Culture
• Subculture
• Social Classes
• Social Factors
• Reference groups
• Family
• Role and status

4
Personal Characteristics Affecting Consumer
Behavior (cont)

• Personal factors
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and Self-concept
• Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes

5
Buyer Decision Process

• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior