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Objective 1 - What Is Consumer Behaviour?

This document outlines factors that influence consumer behavior, including cultural, social, and personal characteristics. It discusses how culture, subculture, social class, social groups, family, roles and status, age, occupation, economic situation, lifestyle, and personality shape consumer purchases. The goal is to understand consumer behavior in order to design effective marketing strategies that meet consumer needs and build brand loyalty.

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159 views5 pages

Objective 1 - What Is Consumer Behaviour?

This document outlines factors that influence consumer behavior, including cultural, social, and personal characteristics. It discusses how culture, subculture, social class, social groups, family, roles and status, age, occupation, economic situation, lifestyle, and personality shape consumer purchases. The goal is to understand consumer behavior in order to design effective marketing strategies that meet consumer needs and build brand loyalty.

Uploaded by

DEEPA
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
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Consumer Buyer Behaviour 

– Buying behaviour of final consumers - Individuals


and households that buy goods and services for personal consumption.

Consumer Market – Individuals and households that buy or acquire goods/services


for personal consumption.

OBJECTIVE 1 – WHAT IS CONSUMER BEHAVIOUR?


 Given characteristics affecting consumer behaviour, design marketing efforts
to reach consumers.

o Ongoing process that starts before the purchase and continues after
consumption.

 Markets must be aware of issues before, during, and after purchase to build
brand loyalty and lasting customer relationships.
 Consumers’ responses are the test of success.

OBJECTIVE 2 – FACTORS AFFECTING CONSUMER


BEHAVIOUR
Consumer purchases are influenced strongly by cultural, social, personal, and
psychological characteristics.

Cultural Factors

Exert a broad and deep influence on consumer behaviour.

Culture

Set of basic values, perceptions, wants, and behaviours learned by a member of


society from family and other important institutions.

Example - Freedom, individualism, material comfort, etc.

 Varies country to country.


 Cultural Shift – Changes in cultural values may lead to demand for certain
products.

Subculture

A group of people with shared value systems based on common life experiences and
situations.

Example - Nationalities, religions, racial groups, geographic regions.

 Make up important market segments and have tailored products.


 Regional Subcultures – Distinctive programs for regions (i.e. provinces) that
may have specific commodities.
 Founding Nations – Founding nations (Aboriginal, English, and French) have
larges influences on values and buying culture.
 Ethnic Consumers – Visible minorities have specific needs that may be filled
by niche or specialized products.
 Mature Consumers – Different age cohorts have a distinct culture – such as
convenience services, pharmaceuticals, furniture, etc.

Social Class

Relatively permanent and ordered divisions in a society whose members share


similar values, interests and behaviours.

 Determined by a combination of occupation, income, education, wealth, and


other variables.
 People within the social class tend to exhibit similar buying behaviour.

Example - Clothing, home furnishings, leisure, automobiles.

Social Factors

Influenced by differing social factors.

Groups and Social Networks

Two or more people who interact to accomplish individual or mutual goals.

 Membership Groups – Direct influence where a person belongs.


 Reference Groups – Direct or indirect points of comparison or reference.
 Often the influence is the group to which they do not belong.

Word-of-Mouth Influence and Buzz Marketing

o Personal words and recommendations tend to be more credible than


commercial sources.
o Opinion Leader –A person within a reference group who, because of
special skills, knowledge, personality, or other characteristics, exerts social
influence on others.
o Buzz Marketing – Enlisting or creating opinion leaders to serve as brand
ambassadors to spread word about company products.

Opinion Social Networks


o Online Social Communities – Blogs, social networking websites, and
even virtual worlds – where people socialize or exchange information and
opinions.
o Harness the power of these networks by promoting products and building
closer customer relationships by interacting with customers.

Family

Most important consumer buying organization in society – role of husband, wife, and
children.

 Marketers cater to the needs of opposite genders in changes of industry.

Example - Manland in IKEA caters to retail-phobic husbands and boyfriends.

 Children influence parents through areas such as food, clothing, and


entertainment.

Roles & Status

A person belongs to many groups – their position in the group can be defined as a


role or status.

 Role – Consists of the activities people are expected to perform according to


the people around.

Products are typically appropriate to roles and status.

Personal Factors

Age and Life-Cycle Stage

People change goods/services bought over lifetime – tastes are often age related.

 Life-stage changes result from demographics and life-changing events.

Example - Marriage, having children, changes in personal income, moving out,


retirement.

Occupation

Occupation affects the products and services bought.


o Blue-collar workers buy rugged work clothes and executives buy more
business suits.

Economic Situation

Trends in personal income, savings, and interest rates affect marketing decisions.

o To counter a recession, discount or cheaper goods are featured.

Lifestyle

A person’s pattern of living as expressed in his/her activities, interests, and opinions.

 Measures AIO dimensions (activities, interests, and opinions) to capture


patterns of acting and interacting.
 Helps marketers understand changing consumer values.

Personality and Self-Concept

Personality - Unique psychological characteristics that distinguish a person or


group.

 Described in terms of traits such as self-confidence, dominance, sociability,


etc.

o Useful for analysis of consumer behaviour.

 Brand Personality – Specific mix of human traits attributed to a particular


brand.

o Sincerity
o Excitement
o Competence
o Sophistication
o Ruggedness

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