Chapter 6
Consumer Markets and Consumer Buying Behavior

“To be a bullfighter, you must first learn to be a bull.”

-Anonymous
Consumer Buying Behavior * Consumer buying behavior refers to the buying behavior of final consumers – individuals & households who buy goods and services for personal consumption * The central question for marketers is: “How do consumers respond to various marketing efforts the company might use?”
Five Premises of Consumer Behavior * Consume behavior is purposeful and goal oriented * The consumer has free choice * Consumer behavior is a process * Consumer behavior can be influenced * There is a need for consumer education
A Model of Consumer Behavior

Personal Characteristics Affecting Consumer Behavior * Cultural Factors * Social Factors * Personal Factors * Psychological Factors

Factors Influencing Consumer Behavior

Cultural Factors * Culture is the most basic determinant of a person’s wants and behavior * Subcultures are groups of people with shared value systems based on common life experiences and situations * Social classes are relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors
Social Factors * Consumer behavior is influenced by: * Consumers’ groups * Family * Social roles * Status
Consumer Groups * An individual’s attitudes and behavior are influenced by many small groups * Types of groups * Membership groups * Reference groups * Aspirational groups * Opinion leaders

Personal Factors * Age and Life-Cycle Stage * Occupation * Economic Situation * Lifestyle – a person’s pattern of living as expressed in his or her activities, interests, and opinions * Lifestyle * Values and Lifestyles (VALS) framework * American Lifestyles *