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j |  :
The buying Behavior of final consumers-
individuals and households who buy goods
and services for personal consumption
j | : All the individuals and
households who buy or acquire goods and
services for personal consumption
    

marketing and Buyers Black Box Buyers Response

Other Stimuli
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RA
 |ulture, Subcluture, Social |lass

SO|A
 Reference Group, Family, Roles & Status
PERSONA
 Age &
ife |ycle Stage, Occupation,
Economic Status,
ife style, Personality
& Self |oncept
PSY|O
OG|A
: motivation, Perception,
earning,
Beliefs & attitudes

B YER
|#!

j |ulture: The set of basic values, perceptions, wants,

and behaviors learned by a member of society from
family and other important institutions
j Sub|ulture:A group of people with shared value
systems based on common experiences and
situations
j Social |lasses: Relatively permanent and ordered
divisions in a society whose members share similar
values, interests and behaviour. t is not only
determined by income but by occupation, income,
education, wealth, and other variables.
|$%

j Achievement & success

j Activity & involvement
j Efficiency and practicality
j Progress
j material comfort
j ndividualism
j Freedom
j umanitarianism
j Youthfulness
j health
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|! 

j Group Two or more people who interact to

accomplish individual or mutual goals
± membership group
± Primary group
± Reference group
± Asp rational group

j Opinion
eaders persons within a reference group

who, because of special skills, knowledge,
personality, or other characteristics, exerts influence
on others
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j Family
j Roles  activities people are expected to
perform according to the persons around
them
j Status general esteem given to it by society


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j Age & Family
ife |ycle Stage

j Occupation
j Economic Situation
j
ifestyle A persons pattern of living as expressed in
his or her activities, interest, and opinion (AO)
± Values &
ifestyle (VA
S)
j Personality A persons distinguishing psychological
characteristics that lead to relatively consistent and
lasting responses to his or her own environment


!
# Actualizes

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Fulfilled Achievers Experiences

Fulfilleds Acheivers
Experiencers
Beleivers Strivers



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Strugglers
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j ( 
± 
± *  
± * 
± "  
j 
± 
± *  
± * 
± * ' 
± "  *  
± "  * 
± "  * ' 
j 
± 
± 
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j motive (drive) a need that is sufficiently

pressing to direct the person to seek
satisfaction of the need
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j Perception A process by which people select,

organise, and interpret information to form a
meaningful picture of the world
± Selective attention: the tendency of people to screen out
most of information to which they are exposed
± Selective distortion marketers must understand how the
minds of consumers and how these will affect
interpretations of advertising and sales information
± Selective retention retain that information that supports
their belief and attitudes
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|! 
j
earning |hanges in an individual¶s behaviour
arising from experience
± Drives strong internal stimuli that calls for action
± Stimuli
± |ues minor stimuli that determine when, where, and how a
person responds
± Responses
± reinforcement
j Belief A descriptive thought that a person holds
about something
j Attitude A persons consistently favorable or
unfavorable evaluations, feeling and tendencies
towards an object or idea
!( &("|"


 

j | '+, - in situations characterized by

high consumer involvement in a purchase and significant
perceived differences among brands eg computers
j "   ,,  in situations
characterized by high involvement but few perceived
differences among brands eg carpets
j ,  in situations characterized by low
consumer involvement and few significant perceived brand
differences eg salt
j   in situations
characterized by low consumer involvement but significant
perceived brand differences, biscuits
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)
 

igh nvolvement
ow nvolvement

Significant |omplex Buying Variety Seeking

differences behaviour Buying behaviour
between Brands
Few differences Dissonance abitual buying
between Brands reducing Buying behaviour
Buying behaviour
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 |

Need recognition

nformation Search

Evaluation of
Alternatives

Purchase Decision

Post purchase
decision
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 |

j
   the first stage in which the

consumer recognizes a problem or need by external
or internal stimuli
j     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
± Personal sources
± |ommercial sources
± Public sources
± Experiential sources
! ("|
 |
j   
 in which the consumer uses
information to evaluate alternative brands in the choice set
± Product attributes
± Degree of importance to different attributes
± Brand belief
± Brand image
j     in which the consumer actually buys the
product
± Attitudes of others
± nexpected situational factors
j  ' "   in which consumer take further
action after purchase based on their satisfaction or
dissatisfaction
± |   -   ,' 
'   
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! |


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j Awareness The consumer becomes aware of the new

product, but lacks information about it
j nterest Seeks information about the new product
j Evaluation considers whether trying the new product makes
any sense
j Trial tries the product on a small scale to improve his or her
estimate of its value
j Adoption decides to make full and regular use of the new
product
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j Relative advantage
j |ompatibility
j |omplexity
j Divisibility
j |ommunicability