Chapter 5: Consumer

Markets and Consumer

Buyer Behavior
Kira Higgins
Jackie Reyes
Roberto Ornelas
Paul Lara
 What is Consumer Buyer
Behavior?

Consumer Buyer Behavior refers to the buying

behavior of final consumers-individuals and
households that buy goods and services for
personal consumption.
Model of Consumer Buyer
Behavior
Forces that Influence Buyer
Behavior
Cultural
Social
Personal
Psychological
 Cultural
-Cultural factors include the ideas, customs,
and values shared between consumers that
influence their buying behavior.

Culture
Subcultures
Social Class
 Social
-Social factors influence buyers through
interaction with others and the trends
observed.

Small groups
Family
Social roles and status
 Personal
-Personal factors include the characteristic
and interests pertaining to an individual
buyer.

Age and life cycle stage

Occupation
Economic Situation
Lifestyle
Personality and self-concept
 Psychological
-Psychological factors influence the mental
and emotional aspects of a buyers decision to
enter the market.

Motivation
Perception
Learning
Beliefs and attitudes
Model of Factors that Influence
Buyer Behavior
 Apple iPhones

Social Factors

Personal Factors
 Social Factors for Apple iPhones
Membership groups: small groups of people that a person
may belong to and is directly influenced by.
Friends
Co-workers
Teammates
Church groups Membership groups can
influence ones purchase of
an iPhone.
 Social Factors for iPhone
Reference groups: groups of people that an individual does
not belong to but serves as an indirect point of comparison
in forming an attitude or behavior.

-40% of teenagers own an

iPhone
-Perhaps, because they
are following their
opinion leader
Personal Factors for Apple iPhones
Life-Style: A persons pattern of living as expressed in his
or her activities, interests, and opinions.

Apple Includes products

like the fitbit to appeal to
consumers activities and
interests for exercise and
healthy living.
Personal Factors for Apple iPhones
Motivation/Motive: A need that is sufficiently pressing to
direct the person to seek satisfaction of the need.
This Motive is one of the
driving forces to convince Apple releases new
consumers what they are iPhones yearly because
buying is something they of consumers motive to
must have. own the latest
technology.
Marketers use of the 4 Forces
Marketers use of Social Force
Marketers learn about consumers through
social networks to influence their buying
behavior.

Recently more companies use sites

like Instagram and Facebook to
market their products to specific
social groups as trends.
Marketers use of Personal Force
Marketers analyze characteristics
and buying behaviors of individuals

-Age and way of life

-Purchasing power/revenue
-Lifestyle
-Self-concept
-Personality
 When youre buying a product...
...Have you thought of why it appeals to you?
...What made you choose that brand?
...Have forces influenced you to purchase?

The major Forces that affect buyer behavior

Cultural
Social
Personal
Psychological
 References
Arthur, C. (2011, October 6). Why do some people really hate Apple? The Guardian.
Retrieved from http://www.theguardian.com/technology/2011/oct/06/why-do-
people-hate-apple

Handley, M. (2012, October 12). Generation Spoiled? 40 Percent of Teens Have iPhones. U.S.
News. Retrieved from http://www.usnews.com/news/articles/2012/10/12/generation-spoiled-
4
0-percent-of-teens-have-iphones

Kotler, P., & Armstrong, G. (2014). Consumer Martets and Consumer Buyer Behavior. In
Principles of marketing (5th ed.). Upper Saddle River, N.J.: Person Education.

The Consumer FactorConsumer Insights, Market Research, Consumer Behavior &

Neuromarketing. (n.d.). Retrieved September 19, 2014, from http://theconsumerfactor.com/
en/4-factors-influencing-consumer-behavior/