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INTRODUCTION
Each individual is a consumer. We are all consumer and as weconsume we are buying first the products. Each of us buys the
products we need and we want. We have different reasons or
motivations when we buy products or even services. Because of this
marketers need to understand and study about the buying behavior of
consumers. That is why consumer behavior exists.
CONSUMER BEHAVIOR
When we say consumer behavior, it is about how people behave
when obtaining using and disposing goods and services. Consumers
have different characteristics in buying the products and consumers
are even different when using and disposing the products they buy.
Example, when someone purchases an ice cream in a plastic container,
they will not throw the packaging or the plastic container, instead they
will think of way or ways on how to use it.
There is an old saying in Spain to be a bullfighter you must learn
first to be a bull. And to understand marketing on must understand
the consumer behavior. Everybody in this world is a consumer.
Everyone is buying and Consuming goods and services
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RESELLER
These are the wholesalers and retailers. They buy product and
services with the motive of reselling for profit. The owner of sari-sari
store is one of the examples of this they are buying products and they
sell it with a higher prices the motive of these buying too is
commercial.
CONSUMER NEEDS
Purchasing behavior of consumers was based on their needs and
other factors. People buy to be satisfying all types of needs. Example:
when you are hungry, you will buy food and if you are thirsty you will
buy something to drink. We purchase what we need, but if other
interpersonal factors affects our buying behavior , that is more than
satisfying our needs our choice of something to buy can be affected by
other factors which will be discuss later
The needs of people is identified by Abraham Maslow in early
1940s in his famous hierarchy of needs
- Self actualization needs
- Self esteem needs
- Social needs
- Safety needs
- Physiological / Biological needs
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PHYSIOLOGICAL NEEDS
Physiological or basic needs every people cannot survive withoutthese needs. The needs for shelter, food, and clothing and sex are the
most important. All of us have to think first of having these needs than
any higher needs in order for us to survive.
As consumer behavior exists, marketers made these needs to be
nearly to costumers thats why as time goes by there are fast foodsoffering free delivery for consumers to be more than satisfying the
needs of customers but it is offered because of the changing behavior
of some costumers who dont have time to go stores or cook foods for
their own.
As well as for clothing and shelter, marketers think on how to
satisfy more the needs of people by innovating or enhancing their
products and even their services.
SAFETY NEEDS
The second level of needs according to Maslow is the need forsecurity or safety which one of the most obtains after having the basic
needs. It is a need for security from physical harm.
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The movement to greater security has addressed these needs.
Example, some hotels and condominiums have security lock doors,
they also increase lightings and have fire detection devices. And in
some villages or subdivisions they are having 24 hours security forthose who live in houses they are selling. All of these were designed to
meet safety needs of people.
SOCIAL AND BELONGING NEEDS
After having the two lower level of needs, people look toward to
have social and belonging needs. The needs for acceptance by others
we are aiming to be accepted by our friend, families and other people
around us. It is said that no man is an island we always want to have
friends or someone to talk to.
Now a day, we have a social networking site which extends our
social well being. We can find more friends on the past years there is a
friendster but a better social networking sites exists, like facebook,
twitters and others.
ESTEEM NEEDS
Once consumers feel accepted, they seek to enhance their self -
esteem. Once people have friends and other social groups they seek to
be respected it becomes important to people to enhance their status.
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Example is expensive restaurants that offer only the finest food,
beverages and services. They provide a level of products and services
that will satisfy the esteem needs of guests. They want to make guests
feel very special and important.
SELF ACTUALIZATION NEEDS
This is the highest level needs with in Maslows hierarchy. Its
focus is on individuals need to reach his/her full potential. This is a
need to have all what she/he can have. They want to satisfy the most
of what they can get.
Example, people buy clothes that they need it. But rich people buy
clothes that are expensive because they want to have clothes that will
satisfy them more than having simple clothes.
FACTORS INFLUENCING THE CONSUMER BEHAVIOR
1. Sociological Factors
Includes culture, social class and groups
Culture
Culture is defined as a way of life and patterns of behavior andsocial relations. It is about the values, ideals and attitude which
help individuals to communicate with others. Culture is the most
basic cause of persons wants and behavior. Growing up in a
society, a child learns basic values, perception, wants and
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behaviors. We learn from our family, friends and other important
institutions like in schools, churches etc.
Culture has a broadcast and deepest influence on consumer
behavior. Because of the changing culture, the consumers behavior
also change. The marketers need to understand the buyers culture.
Example: if someone will put up a business with regards to clothing
they will prefer to sell clothes that are popular or in nowadays.
Filipinas are wearing now shorts and sleeveless, unlike in the past
Filipinas are conservatives.
Subculture
Each culture contains smaller subcultures or the groups of people
with shared values based on common life experiences and
situations. Subculture includes nationalities, religious etc. Dealing
with culture is said to be a problematic issue for marketers since it
is difficult to understand. Because of differences in culture, one may
violate cultural norms of others maybe because they are not
informed of this.
In earlier times, marketers could understand consumers easierthrough their daily experience of selling to them. but now, firms and
markets have grown and many marketing decision makers have
lost their direct contacts with the costumers. Most marketers have
to turn to consumer research including culture. For example, before
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putting up a business they have first to understand the culture of
people around their preferred location for their business
The companies that really understand how consumers will
respond to different product features, prices and how consumers
will respond to their advertisements have a great advantage over
its competitors.
Social Class
Social class is not determined only be single factor such as
income, but it is measured as combination of occupation, income,
education, wealth and other consumers are divided into classes
because people with in a given social class and to have similar
buying behavior. For example, people who earn minimum wage will
buy first what they need and if there is an excess with their income
it will be spend for their wants. But mostly they income is only
enough for what they need. But rich people buy what they want
and even if it is expensive. Social class shows distinct product and
brand preferences.
Groups
To which a person belongs are called membership groups. In
contrast, reference groups serve as direct/indirect points of
comparison. Reference group to which they do not belong often
influence people.
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A persons buying behavior is influenced by many small
groups. They have direct influence to a persons buying behavior.
Individual consumers use reference groups to compare their own
feelings, ideal and thoughts with those of others. Example if an
individual go out for a dinner in restaurant, they will first consulted
friends and other people before going into it. And after, they tend
to compare and perception with others on that restaurant.
Family
Family members can strongly influence buyers behavior. Family
is said to be the most important consumer buying organization on
the society. Each member of a family has a different buying
behavior and different needs. Husbands have different buying
behavior than their wives. Marketers are interested in the roles and
influences of husband, wife and children on the purchase of different
products and services.
2.PERSONAL FACTORS
ROLES AND STATUS
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A Person belongs to many groups like each of us is a member of a
family, clubs, and organizations. The persons position in each group
can be defined in terms of both rules and status. A role consists of
the activities people are expected to perform according to thepersons around them.
AGE AND LIFE CYLE STAGE
As time goes by people change the goods and services they buy.
We also have changes in our tastes in foods or clothings. An infant
needs milk, diaper etc. but as we grow old have different needs.
Buying is also depends on the stage of life cycle. Marketers develop
appropriate products for each stage.
OCCUPATION
There are many types of jobs; persons who have the same job
are sometimes having the same buying behavior. Blue collar
workers tend to buy more niggled work clothes, whereas white
collar buy more business suits. Marketers try to identify the
occupational groups that have a above-average interest in their
products and services.
ECONOMIC SITUATION
This will greatly affect product choice most of the people today
are sensitive about the price of goods. They closely watch trends in
personal income, savings and interest. If economic situations point
to a recession, marketers can take steps. They redesign or reprice
their products.
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LIFE STYLE
People from different subculture, social class and even
occupation have different life styles. Life style is a persons pattern
of living as expressed in his/ her activities, interests and opinions.
People who are interested in cosmetics very concern about his/her
looks usually buys cosmetics products.
PERSONALITY AND SELF-CONCEPT
Refers to the unique psychological characteristics that lead to
relative consistent and lasting responses to ones ownenvironment. This is about who we are and what we believe in
every personality may influence our buying behavior.
3. PSYCHOLOGICAL FACTORS
MOTIVATION
We have many needs at a given time. Some are biological like
thirst/hunger. Other needs are said to be psychological like a need
for recognition, esteem, and belonging. These needs are not strong
enough to motivate a person. A need becomes a motive when it
leads to a sufficient level of intensity. A motive is a need that
sufficiently pressing to direct us to seek satisfaction. When we get
thirst we buy drinks, our motivation is to quench our thirst.
PERCEPTION
Each day people are exposed to thousands of stimuli. Some of
these stimuli are consciously received and interpreted while other
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stimuli are ignored. Perception is the process by which stimuli are
recognized, received and interpreted. Each of us interprets the
world differently. Two person that have the same motivation and in
the same situation may perceive differently the situation. We havedifferent perception over the products we buy. For example, two
persons get thirst. One choose to have an iced water than having a
water which is not cold, because he /she thinks that a water without
ice cannot quench his/her thirst. But other person choose to have a
water which is not cold, maybe he/she is not feeling well and avoid
drinking cold water. It is enough for her/him to dink without ice. It is
difficult to change the perceptions that individuals have developed
over time
LEARNING
Learning describes changes in an individuals behavior arising
from experience. Once consumer already buy the product to betested, they learn and thats the time they will think if they will buy
again that product or they will transfer their loyalty to other brands.
BELIEFS AND ATTITUDES
Through acting and learning people acquire beliefs and attitudes.
A belief is a descriptive thought that a person has about something.
Marketers are interested the beliefs of people about their products.
But if some beliefs of people are wrong and it leads to prevention of
purchase the marketer have to launch a campaign to correct them.
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Attitudes are learned predispositions to act in a consistently
favorable or unfavorable manner. For example, some persons
attitudes are that fast food meals are very good because they are
of high quality and low cost and come with fast and courteousservice. Thus, they will patronize having a meal at fast-food meals
are low nutritional value and poor culinary quality both. Both
individuals have the attitude or acts that are favorable and
unfavorable. The beliefs of both individuals about fast food meals
are different. In the mind of each individual consumer, their beliefs
and attitude are correct and valid.
EXPERIENCE
Experience can also influence consumer behavior. As individuals
encounter new situations, it becomes a new experience for them.
Like dining a restaurant for the first time, they perceive situations
and change it to experience that will influence their future
decisions. First impressions are important if the consumers are
turned off the first time they eat at the restaurant, they will decide
not to dine in that restaurant again.
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