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Consumer behavior: The Model, Influencing factors,
Buying decision Process and its stages
Influencing buyer behavior

The starting point for understanding buyer behavior is the stimulus-response model shown in

Figure - 1
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The buyer's
characteristics and decision processes lead to certain purchase decisions
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Cultural factors exert the broadest and deepest influence
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Culture is
the fundamental determinant of a person's wants and behavior
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Subcultures include nationalities, religions, racial groups,

and geographic regions
...
Such programs are known as diversity
marketing
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Stratification sometimes takes the

form of a caste system where the members of different castes are reared for certain roles and
cannot change their caste membership
...


Social classes reflect not only income, but other indicators such as occupation, education, and

area of residence
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Table - 1 describes the seven U
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social classes identified by
social scientists
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Upper Uppers
Major U
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Social (less than 1%)
Classes

The social elite who live on inherited
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Although small as a group,
they serve as a reference group
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2
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Upper Middles (12%) These persons possess neither family status nor unusual
wealth and are primarily concerned with "career"
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Middle Class (32%)

Average-pay white- and blue-collar workers who live
on "the right side of town"
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5
...

6
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Lower Lowers (7%)

Upper lowers are working, although their living
standard is just above poverty
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Social classes have several characteristics
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Second, persons are perceived as

occupying inferior or superior positions according to social class
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Fourth, individuals can move up or
down the social - class ladder during their lifetimes
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REFERENCE GROUPS:

A person's reference groups consist of all the groups that have direct

(face-to-face) or indirect influence on the person's attitudes or behavior
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Marketers try to identify target customers' reference groups
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These include the buyer's

age and stage in the life cycle, occupation, economic circumstances, lifestyle, and personality
and self-concept
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Consumption is shaped by the family life cycle
...

Marketers often choose life-cycle groups as their target markets
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Bachelor stage:

2
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Full nest I :

4
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Full nest III:

6
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Empty nest II:
8
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Solitary survivor:

Young, single, not living at home
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Fashion opinion leaders
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Buy: basic home equipment, furniture, cars, equipment
for the mating game, vacations
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Highest purchase rate and highest
average purchase of durables: cars, appliances,
furniture, vacations
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Home purchasing at peak
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Interested in new products,
advertised products
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Youngest child six or over
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Less influenced by advertising
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Buy: many foods,
cleaning materials, bicycles, music lessons, pianos
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Financial position still better
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Hard to influences with advertising
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Older married couples, no children living with them,
head of household in labor force
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Most satisfied with financial position and money
saved
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Make gifts and contributions
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Buy:
vacations,
luxuries,
home
improvements
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No children living at home, head of
household retired
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Keep home
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In labor force
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Retired
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Special need for
attention, affection, and security
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A blue-collar worker will buy work clothes, work shoes, and lunchboxes
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Product choice is greatly affected by economic circumstances: spend-able income (level,

stability, and time patterns), savings and assets (including the percentage that is liquid, debts,

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borrowing power, and attitudes toward spending and saving
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LIFESTYLE:

People from the same subculture, social class, and occupation may lead quite

different lifestyles
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Lifestyle portrays the "whole person" interacting with his or
her environment
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Psychographics is the science of using psychology and demographics to better understand
consumers
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By personality, we mean set of distinguishing human

psychological traits that lead to relatively consistent and enduring responses to environmental

stimuli
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The idea is
that brands also have personalities, and that consumers are likely to choose brands whose

personalities match their own
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Psychological factors

A person's buying choices are influenced by four major psychological factors - motivation,
perception, learning, and beliefs and attitudes
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Maslow's Hierarchy of Needs



Selfactualization
needs (selfdevelopment
and realization)

 Esteem needs
(self-esteem, recognition, status)





Social needs
(sense of belonging, love)
Safety needs
(security, protection)

Physiological needs
(food, water, shelter)

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Maslow's Theory Abraham Maslow sought to explain why people are driven by particular
needs at particular times
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People will try to satisfy their most important needs first
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Maslow's theory helps marketers understand how various products fit into the plans, goals,
and lives of consumers
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These in turn influence buying behavior
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People's beliefs about a product or brand influence their
buying decisions
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Brands beliefs exit in consumer's memory
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People have attitudes toward almost
everything: religion, politics, clothes, music, food
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The buying decision process

Marketers have to go beyond the various influences on buyers and develop an understanding

of how consumers actually make their buying decisions
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Buying roles

It is easy to identify the buyer for many products
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When ICI, the

giant British chemical company, discovered that women made 60 percent of the decisions on
the brand of household paint, it decided to advertise its DuLux brand to women
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Influencer: The person whose view or advice influences the decision
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

buy, what to buy, how to buy, or where to buy
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Buying behavior

Consumer decision making varies with the type of buying decision
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COMPLEX BUYING BEHAVIOR

Complex buying behavior involves a three-step process
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Second, he or she develops attitudes about the
product
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Consumers engage in complex buying

behavior when they are highly involved in a purchase a aware of significant difference among

brands
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DISSONANCE - REDUCING BUYER BEHAVIOR

Sometimes the consumer is highly

involved in a purchase but sees little difference in brands
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HABITUAL BUYING BEHAVIOR

Many products are brought under conditions of low

involvement and the absence of significant brand differences
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Consumers have
little involvement in this product category
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Here consumers often do a lot of brand switching
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How can marketers learn about the stages in the buying process for their product?

Marketing scholars have developed a "stages model" of the buying decision process (see

Figure - 2)
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Clearly, the
buying process starts long before the actual purchase and has consequences long afterward
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Figure - 2: Five stage model of consumer buying process
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The need can be
triggered by internal or external stimuli
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Information search

An aroused consumer will be inclined to search for more information
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There are several decision evaluation processes, the most current models of

which see the process as cognitively oriented
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Purchase decision

In the evaluation stage, the consumer forms preferences among the brands in the choice set
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However, two

factors can intervene between the purchase intention and the purchase decision which is
depicted in figure - 3
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The extent to which another person's attitude reduces

one's preferred alternative depends on two things: (1) the intensity of the other person's

negative attitude toward the consumer's preferred alternative and (2) the consumer's
motivation to comply with the other person's wishes
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A consumer's decision to modify, postpone, or avoid a purchase decision is heavily

influenced by perceived risk
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In executing a purchase intention, the consumer may make up to five purchase sub-decisions:
a brand decision (brand A), vendor decision (dealer 2), quantity decision (one computer),
timing decision (weekend), and payment-method decision (credit card)
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The marketer's job does not end when the product is bought
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POSTPURCHASE SATISFACTION

What determines whether the buyer will be highly

satisfied, somewhat satisfied, or dissatisfied with a purchase? The buyer's satisfaction is a
function of the closeness between the buyer's expectations and the product's perceived

performance
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These feelings make a difference in whether the customer buys the product again
and talks favorably or unfavorably about it to others
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If the consumer is satisfied, he or she will exhibit a higher

probability of purchasing the product again
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POSTPURCHASE USE AND DISPOSAL

Marketers

should also monitor how buyers use or

dispose of the product
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If they sell or trade the product, newproduct sales will be depressed
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