Consumer buyer behavior

Content
Consumer’s market. Consumer buyer behavior.
Consumer decision process.

Consumer’s market. Consumer buyer behavior.
Consumer’s market is all the individuals and households who buy or acquire goods and services for personal consumption.
Consumer buying behavior is the buying behavior of final consumers- individuals and households who buy goods and services for personal consumption.

Factors influencing on behavior

Culture
Culture is the set of basic values, perceptions, wants and behavior learned by a member of society from family and other important institutions.
American society- individualism, material comfort, freedom, super-yang appearance.
Cross- culture influence- differences between cultural values of different countries.
Sub- culture- subgroups within the lager, or national, culture with unique values, ideas, and attitudes. Each of group exhibits sophisticated social and cultural behaviors that affect their buying patterns

Social classes- relatively permanent and ordered divisions in a society whose members share similar values, interests and behaviors.
Socioeconomic classification in the USA:
Higher class
Lower- higher class
Middle- higher class
Middle class
Working class
Higher- lower class
The lowest class

Social factors
Reference groups
Family
Roles and status

Reference groups
Reference groups- people to whom an individual looks as a basis for self- appraisal or as a source of personal standards.
Reference groups affect consumer purchases because they influence the information, attitudes, and aspiration levels that help set a consumer’s standards.
Primary groups- groups, with whom there is regular but informal interaction- family, friends, neighbors and fellow workers.
Secondary groups- which are more formal and have less- regular interaction- religious groups, professional associations, etc.
Aspiration group- is one that a person wishes to be a member of or wishes to be identified with, such as a professional society

Family
Family members can strongly influence buyer behavior.
Family of orientation are parents and relatives. They provide a person with an orientation towards religion, politics and economies, sense of personal ambition.
Family of procreation are spouse and children.

During decision making process people can play the following roles:
Initiator or information gatherer- the person who first suggests or thinks of the idea of buying a particular product or service.
Influencer- a person whose view or advice influences buying decisions.
Decision maker- the person the person who ultimately makes a buying decision or any part of it-whether to by, what to buy, how to buy, or where to buy.
Purchaser- the person who makes an actual purchase.
User- the person who consumers or uses a product or service.