Consumer Behaviour

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3/11/2013

Consumer behaviour
Lect. M.Černikovaitė
© lekt. M.Černikovaitė

1

Consumer behaviour











Definition of consumer bahaviour
External and internal factors influencing
conumer behaviour
Decision making process

R. Urbanskienė ir kt. Vartotojų elgsena. KTU. 2000.
Schiffman, Leon G. Et al; Consumer Behavior. 2003.
Consumer behaviour : applications i n marketing / Robert East, Malcolm Wright and Marc Vanhuele. -- Los Angeles (Calif.) : Sage Publications, 2008. -- viii, 334 p. : i liustr., lent. -- Bibliogr.: p. 294-322.

Consumer behavirour (1/2)
http://www.youtube.com/watch?v=ey63Hl9hBfE
http://www.youtube.com/watch?v=aisJtS15WT8&feature= related

© lekt. M.Černikovaitė

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Chapter Questions
 How do consumer characteristics influence
buying behavior?
 What major psychological processes
influence consumer responses to the
marketing program?
 How do consumers make purchasing
decisions?
 In what ways do consumers stray from a
deliberate rational decision process?
© lekt. M.Černikovaitė

Consumer Behavior
Those activities directly involved
in obtaining , consuming and
disposing of products and
services, including the decision
processes that precede and follow
these actions.
Compiles various disciplines:
• Psychology
• Sociology
• Anthropology
• Economics
• Marketing
Imortant!! Understanding of consumer behaviour
is essential for the long run success of any
marketing program.
© lekt. M.Černikovaitė

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Model of Consumer Behavior

© lekt. M.Černikovaitė

What Influences
Consumer Behavior?
Cultural Factors
Social classes;
Reference groups
Family
Social roles;
Statuses

Social Factors

Culture;
Subcultures;
Nationalities;
Religions;
Racial groups;
Interests

Personal Factors
M otivation;
Prefereneces;
Needs;
Emotions and etc.
© lekt. M.Černikovaitė

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What is Culture?
 Culture is the fundamental determinant of a person’s wants and behaviors acquired through socialization processes with
family and other key institutions
 Culture is society's way of life, its norms and values,
passed down from generation to generation and is now
happening in emerging influence.
Main tendencies of culture:
 Increasing role of lasure;
Sexual revolution;
 Diversity of nationalityiesl
 Increasing in lonely people;
 Returning back to rural life;
Increasing dominance of woman.
© lekt. M.Černikovaitė

Subcultures





Nationalities
Religions
Racial groups
Interests

© lekt. M.Černikovaitė

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Social Classes
Upper uppers
Lower uppers
Upper middles
Middle
Working
Upper lowers
Lower lowers
•© lekt. M.Černikovaitė
http://www.youtube.com/watch?v=dHdmvw3wip0&feature=related

Social Factors
Reference groups
Family
Social roles
Statuses

© lekt. M.Černikovaitė

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Reference Groups







Types of reference groups:
Friendship groups - informal and unstructured, affecting needy groups where the impact is expressed informally;
Purchase groups- two or more persons who, shop or spend time with;
-Co-workers groups working together, and in that environment constantly communicating entities;
Virtual groups - browsing the Internet, electronic means of
communication and common interests communicate with people;
Users (consumers) groups- united by interest groups, which
have turned those seeking to make the right purchase or
consumption decisions, healthy and responsible sale and
consumption of goods.

© lekt. M.Černikovaitė

Family Distinctions
Affecting Buying Decisions
The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. There are two families in the buyer’s life.
The family of orientation consists of parents and siblings. From parents a person acquires an orientation toward religion, politics,...
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