Consumer Markets and Consumer Buyer Behavior
• Model of Consumer Behavior
o Consumer buyer behavior: the buying behavior of final consumers, individuals and
households, who buy goods and services for personal consumption
o Consumer market: all of the personal consumption of final consumers
• Characteristics Affecting Consumer Behavior
Culture is the learned values, perceptions, wants, and behavior from family and other important
institutions
Subculture are groups of people within a culture with shared value systems based on common
life experiences and situations
– Hispanic American
– African American
– Asian American
– Cross-Cultural
- Social classes are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors
Measured by a combination of occupation, income, education, wealth, and other variables
, - Groups that have a direct influence and to which a person belongs are called membership
groups.
Aspirational: People often are influenced by reference groups to which they do not belong.
Reference groups serve as direct (face-to-face) or indirect points of comparison or reference
in forming a person’s attitudes or behavior
- Online Social Networks are online communities where people socialize or exchange
information and opinions
Include blogs, social networking sites (facebook), virtual worlds (second life)
- Family is the most important consumer-buying organization in society
Social roles and status are the groups, family, clubs, and organizations that a person belongs
to that can define role and social status
- Personality: the unique psychological characteristics that lead to consistent and lasting
responses to the consumer’s environment
- A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
- Motivation research refers to qualitative research designed to probe consumers’ hidden,
- subconscious motivations
Selective attention is the tendency for people to screen out most of the information to which
they are exposed
Selective distortion is the tendency for people to interpret information in a way that will
support what they already believe
Selective retention is the tendency to remember good points made about a brand they favor
and forget good points about competing brands
Belief is a descriptive thought that a person has about something based on:
• Knowledge
• Opinion
• Faith
Attitudes describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object
or idea.
• Model of Consumer Behavior
o Consumer buyer behavior: the buying behavior of final consumers, individuals and
households, who buy goods and services for personal consumption
o Consumer market: all of the personal consumption of final consumers
• Characteristics Affecting Consumer Behavior
Culture is the learned values, perceptions, wants, and behavior from family and other important
institutions
Subculture are groups of people within a culture with shared value systems based on common
life experiences and situations
– Hispanic American
– African American
– Asian American
– Cross-Cultural
- Social classes are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors
Measured by a combination of occupation, income, education, wealth, and other variables
, - Groups that have a direct influence and to which a person belongs are called membership
groups.
Aspirational: People often are influenced by reference groups to which they do not belong.
Reference groups serve as direct (face-to-face) or indirect points of comparison or reference
in forming a person’s attitudes or behavior
- Online Social Networks are online communities where people socialize or exchange
information and opinions
Include blogs, social networking sites (facebook), virtual worlds (second life)
- Family is the most important consumer-buying organization in society
Social roles and status are the groups, family, clubs, and organizations that a person belongs
to that can define role and social status
- Personality: the unique psychological characteristics that lead to consistent and lasting
responses to the consumer’s environment
- A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
- Motivation research refers to qualitative research designed to probe consumers’ hidden,
- subconscious motivations
Selective attention is the tendency for people to screen out most of the information to which
they are exposed
Selective distortion is the tendency for people to interpret information in a way that will
support what they already believe
Selective retention is the tendency to remember good points made about a brand they favor
and forget good points about competing brands
Belief is a descriptive thought that a person has about something based on:
• Knowledge
• Opinion
• Faith
Attitudes describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object
or idea.
