Scribd
Upload
0 views

chapter 6

The document discusses consumer buyer behavior, highlighting the influences of cultural, social, personal, and psychological factors on purchasing decisions. It outlines the buyer decision process, which includes stages such as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Additionally, it addresses the adoption process for new products, detailing the stages from awareness to final adoption.

Uploaded by

Rajshekher Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
0 views

chapter 6

The document discusses consumer buyer behavior, highlighting the influences of cultural, social, personal, and psychological factors on purchasing decisions. It outlines the buyer decision process, which includes stages such as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Additionally, it addresses the adoption process for new products, detailing the stages from awareness to final adoption.

Uploaded by

Rajshekher Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

PUNE INSTITUTE OF BUSINESS MANAGEMENT

MARKETING RESEARCH

DR. Prantosh Banerjee

GROUP NO: 09

2023-2208-0001-0004 Rajshekhar Singh


2023-0809-0001-0010 Rishiraj Swami
2023-0909-0001-0001 Laveena Rupani
2023-1208-0001-0008 Phijam Bebeto Singh
2023-1208-0001-0010 Yumkhaibam Swami Singh
2023-2208-0001-0011 Sneha Mohis
Chapter 6: Analysing Consumer Markets
Consumer buyer behaviour is the buying behaviour of final consumers: individuals and households that buy
goods and services for personal consumption. All these consumers add up to the consumer market: all the
households and individuals that buy or acquire goods and services for personal consumption. Consumers make
buying decisions every day, but it can be difficult to determine why they make certain decisions. Different
characteristics influence consumer purchases.

Cultural factors

Cultural factors influence consumer behaviour. Culture is the set of basic values, perceptions, wants, and
behaviours learned by a member of society from family and other important institutions. A subculture is a
group of people with shared value systems based on common life experiences and situations. They are distinct,
but not necessarily mutually exclusive. Social classes are relatively permanent and ordered divisions in a society
whose members share similar values, interests and behaviours.

Social factors

Another influence is social factors. Groups are two or more people who interact to accomplish individual or
mutual goals. Many small groups influence a person’s behaviour. Membership groups are groups to which a
person belongs, while reference groups serve as direct points of comparison.

Word-of-mouth influence of friends and other consumers can have a strong influence on buying behaviour.
An opinion leader is a person within a reference group who, because of skills, knowledge, personality, or other
characteristics, exerts social influence on others. Marketers try to identify the opinion leader and aim their
marketing efforts towards this person. Buzz marketing involves creating opinion leaders to serve as brand
ambassadors. Online social networks are online communities, such as blogs, social networking sites or even
virtual worlds, where people socialize or exchange information and opinions.

Family can have a strong influence on buying behaviour as well. Buying role patterns in families change with
evolving consumer lifestyles. A person belongs to many groups besides the family, also clubs, organisations and
online communities. The position of a person in a group is defined in terms of role and status. A role consists of
the expected actions of a person. People usually choose products appropriate to their role and status.

Personal factors

Personal characteristics also influence consumer buyer behaviour. These characteristics can be the person’s age
and life-cycle stage, the person’s occupation and economic situation, but also lifestyle and
personality. Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and
opinions. Personality is the unique psychological characteristics that distinguish a person or group.

It can be said that brands also have personalities. A brand personality is the mix of human traits that may be
used to describe the brand. There are five general brand personality traits: sincerity, excitement, competence,
sophistication and ruggedness.
Psychological factors

Buying behaviour is influenced by four major psychological factors: motivation, perception, learning and beliefs
and attitudes. Motive (drive) is a need that is sufficiently pressing to direct the person to seek satisfaction of the
need. Motivation research refers to qualitative research designed to find consumer’s hidden
motivations. Maslow’s hierarchy of needs categorizes needs into a pyramid, consisting of psychological needs,
safety needs, social needs, esteem needs and self-actualisation needs.

Perception is the process by which people select, organise and interpret information to form a meaningful
picture of the world. People form different perceptions of the same stimulus because of three perceptual
processes: selective attention, selective distortion and selective retention. Learning describes changes in an
individual’s behaviour arising from experience. A drive is a strong stimulus that calls for action. Cues are minor
stimuli that determine how a person responds.

A belief is a descriptive thought that a person holds about something. An attitude is a person’s consistently
favourable or unfavourable evaluations, feelings and tendencies toward an object or idea. Attitudes can be
difficult to change because they are usually part of a bigger pattern.

There are different types of buying decision behaviour. Complex buying behaviour is characterized by high
consumer involvement in purchase and significant perceived differences among brands. The buyer will pass
through a learning process, developing beliefs and attitudes and then a purchase choice will follow. Dissonance-
reducing buying behaviour is consumer buying behaviour characterised by high involvement, but few
perceived differences among brands.

Habitual buying behaviour is consumer buying behaviour characterized by low consumer involvement and
few significantly perceived differences. Repetition of advertisements can create brand familiarity (but not
conviction), which can lead to habitual purchases. Variety-seeking buying behaviour is consumer buying
behaviour characterised by low consumer involvement, but significant perceived brand differences.

The buyer decision process has five stages.

1. Need recognition is the first stage, in which the consumer recognises a problem or need.

2. Information search is the stage in which the consumer is aroused to search for more information, the
consumer may simply have heightened attention or may go into active information search. Information
can be obtained from personal sources, commercial sources, public sources and experiential sources.

3. Evaluation of alternatives. Alternative evaluation is the process in which the consumer uses
information to evaluate alternative brands in the choice set.

4. Purchase decision is the buyer’s decision about which brand to purchase. Both the attitude of others
and unexpected situational factors can influence the ultimate decision.

5. Post-purchase behaviour is the stage of the buyer decision process in which consumers take further
action after purchase based on their satisfaction or dissatisfaction with a purchase. Cognitive
dissonance is buyer discomfort caused by post-purchase conflict.

The buyer decision process can be different for new products. A new product is a good, service or idea that is
perceived by some potential customers as new. The consumer must decide to adopt them or not. The adoption
process is the mental process through which an individual passes from first hearing about an innovation to final
adoption. There are five stages in the adoption process: awareness, interest, evaluation, trial and adoption.

You might also like