Social Factors Influencing Buying Behavior

Consumer Behavior

ConsumerBehavior

Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and the product use.

Understanding the Cultural Influences Understanding the Cultural Influences on on

Consumer Buying DecisionsConsumer Buying Decisions

Identify and understand the cultural factors that affect consumer

buying decisions

Factors Influencing Buying Decisions

Social Factors

Individual Factors

Psycho-logical Factors

Cultural Factors CONSUMER

DECISION-MAKING

PROCESS

BUY / DON’T BUY

Culture

CultureSet of values, norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next.

Components of Culture

Myths

Language

Values

Customs

Rituals

Laws

Material artifacts

Value

Value Enduring belief that a specific mode of conduct is personally or socially preferable to another mode of conduct.

Subculture

Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group.

Social Class

Social ClassA group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms.

Social Class Measurements

Wealth

Other Variables

Income

Education

Occupation

The Impact of Social Class on Marketing

• Indicates which medium to use for communication

• Helps determine the best distribution for products

Social Influences on Social Influences on Consumer Buying Decisions Consumer Buying Decisions

Identify and understand the social factors that affect consumer buying

decisions

Social Influences

Reference Groups

Opinion Leaders

Family Members

Reference Group

A group in society that influences an individual’s purchasing behavior.

Reference Group

Reference Groups

Reference Groups

Direct

Indirect

Primary

Secondary

Aspirational

Nonaspirational

Opinion Leaders

An individual who influences the opinion of others.

Opinion Leaders

Opinion Leaders

Teenagers

Movie stars

Sports figures

Celebrities

Marketers are looking to Web logs, or blogs, to find opinion leaders

Family

Initiators

Influencers

Decision Makers

Purchasers

Consumers

Purchase Process Roles in the Family

Individual Influences onIndividual Influences onConsumer Buying DecisionsConsumer Buying Decisions

Identify and understand the individual factors that affect consumer buying

decisions

Individual Influences

Gender Age Life Cycle

PersonalitySelf-Concept

Lifestyle

Psychological Influences onPsychological Influences onConsumer Buying DecisionsConsumer Buying Decisions

Identify and understand the psychological factors that affect consumer buying

decisions

Psychological Influences

Perception

Motivation

Learning

Beliefs & Attitudes

Perception

Process by which people select, organize, and interpret stimuli into a meaningful and coherent picture.

Perception

Motivation

A method of classifying human needs and motivations into five categories in ascending order of importance.

Maslow’s Hierarchyof Needs

Maslow’s Hierarchy of Needs

Types of Learning

Experiential

Conceptual

An experience changes behavior

Not learned through direct experience

Beliefs and Attitudes

Belief

Attitude

An organized pattern of knowledge that an individual holds as true about his or her world.

A learned tendency to respond consistently toward a given object.

Understanding Consumer Behavior

Consumer behavior

consumers make purchase decisions

consumers use anddispose of product

= HOW

Consumer Decision-Making Process

A five-step process used by consumers when buying goods or services.

ConsumerDecision-Making

Process

Consumer Decision-Making Process

Postpurchase Behavior

Purchase

Evaluation of Alternatives

Information Search

Need Recognition

Cultural, Social, Cultural, Social, Individual and Individual and Psychological Psychological

Factors Factors affect affect

all stepsall steps

Need Recognition

Result of an imbalance between actual and desired states.

NeedRecognition

Stimulus

Any unit of input affecting one or more of the five senses:sightsmelltastetouchhearing

Stimulus

Recognition of Unfulfilled Wants

When a current product isn’t performing properly

When the consumer is running out of a product

When another product seems superior to the one currently used

Information Search

Internal Information Search

Recall information in memory

External Information search

Seek information in outside environment

Routine Response Behavior

Little involvement in selection process

Frequently purchased low cost goods

May stick with one brand

Buy first/evaluate later

Quick decision

Factors Determining the Level of Consumer Involvement

Situation

Social Visibility

Interest

Perceived Risk of Negative Consequences

Previous Experience

Marketing Implications of Involvement

High-involvement purchases require:

Extensive and informative promotion to target market

Low-involvement purchases require:

In-store promotion, eye-catching package design, and good displays.Coupons, cents-off,2-for-1 offers