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Consumer Behavior

Consumer behavior is the study of how consumers make decisions to purchase, use, and dispose of products and services. It helps marketers understand what influences consumers' purchase decisions and how to present products most effectively. There are models that explain consumer decision making, considering personal characteristics like demographics, motives, perceptions, and lifestyle, as well as environmental factors such as social, economic, and cultural influences. The consumer decision process involves recognizing needs, searching for information, evaluating options, making a purchase, and assessing the purchase.

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72 views3 pages

Consumer Behavior

Consumer behavior is the study of how consumers make decisions to purchase, use, and dispose of products and services. It helps marketers understand what influences consumers' purchase decisions and how to present products most effectively. There are models that explain consumer decision making, considering personal characteristics like demographics, motives, perceptions, and lifestyle, as well as environmental factors such as social, economic, and cultural influences. The consumer decision process involves recognizing needs, searching for information, evaluating options, making a purchase, and assessing the purchase.

Uploaded by

Mari Cute
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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CONSUMER BEHAVIOR

Consumer behavior is the study of consumers and the processes they


use to choose, use (consume), and dispose of products and services,
including consumers’ emotional, mental, and behavioral responses.

There are many behaviors that consumers practice when defining their
needs and choosing what they want.
The study of consumer behavior is to:
 Identify the actions, responses and characteristics of the consumer.
 Know his/her interests, needs, motives and preferences.
 Predict his/her future behavior.

Importance of Consumer Behavior


1. It helps marketers understand what influences consumers’ buying
decisions.
2. Helps marketers decide how to present their products in a way that
generates a maximum impact on consumers.
3. Understanding consumer buying behavior is the key secret to reaching
and engaging your clients, and convincing them to purchase from you.
4. Helps marketers fill in the gap in the market and identify the products
that are needed and the products that are obsolete.

Classification of consumers
1. Ultimate Consumer the person or organization that buys a product to
use, rather than to sell it to someone else.
2. Industrial Consumer is represented by all individuals and
organizations that buy products for use in production or resale.

CONSUMER BEHAVIOR MODEL


There are models that explain why consumers make the decisions they
make. Customer behavior models help you understand your unique
customer base and more effectively attract, engage, and retain them.
Elements of Consumer Behavior Model
A. Buyers personal characteristics
Personal characteristics of the consumer consists of a group of aspects,
namely:
i. Consumer Demographic Characteristics.
It includes a set of factors that describes the apparent aspects of his
personality, such as age, gender, profession and income level, as his
needs and desires differ according to these factors.
ii. Motives
They express needs that are insufficiently saturated by the consumer,
pressurizing and moving him to search for a specific way to satisfy them
such as hunger, thirst, fear, the need for belonging, self-esteem and
social status. Consumers’ purchase motives differ, as some of them buy
the product to satisfy psychological needs such as bragging, showing
off, or attracting attention, some of whom buy it to satisfy material
needs.
iii. Perception
It is a process by which information is selected and interpreted, then
given a special meaning that helps to understand what is going on in the
environment.
iv. Lifestyle
It is the individual’s way of life which expresses the activities that he
practices, the Interests he focuses on, and the opinions he adopts.

B. Environmental Characteristics
Consumer behavior is influenced by a set of environmental
characteristics, which cannot be controlled by the facility. The following
constitute the environmental characteristics:
i. Social characteristics
ii. Economic characteristics
iii. Cultural characteristics.
C. Buying Decision
Purchasing Decision process goes through a set of steps as follows:
1. Problem Recognition or Need Recognition.
2. Information Search.
3. Evaluation of Alternatives.
4. Purchase Decision.
5. Post-Purchase Evaluation or evaluate the effectiveness.

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