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Understanding Consumer Behavior: A Comprehensive Guide

Dive into the basic framework of customer behavior, explore motivation, perception, and evaluation in the decision-making process. Learn about influences on buyers, cultural factors, psychological influences, and various types of buying behaviors. Discover differences between brands, from low to high involvement, and the role of personality, lifestyle, and social factors in consumer choices. Gain insights into the organizational buyer behavior and the distinctions between industrial and consumer markets.

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Understanding Consumer Behavior: A Comprehensive Guide

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  1. Customer Behaviour

  2. Basic Framework Motivation Perception Search Evaluation Choice Learning

  3. Influences on Buyer

  4. Cultural Factors Culture Subculture Social Class Buyer

  5. Psychological Factors Motivation Perception Beliefs & Attitudes Learning

  6. Personal Influences Influences on Consumer Behavior Lifestyle Age and Family Life Cycle Stage Occupation & Economic Circumstances Personality & Self-Concept

  7. Social Factors Reference Groups Family Roles & Statuses

  8. Four Types of Buying Behavior Significant differences between brands Few differences between brands Complex Buying Behavior Variety- Seeking Behavior Low Involvement High Involvement Dissonance- Reducing Buying Behavior Habitual Buying Behavior

  9. Organisational Buyer Behaviour ‘The decision-making process by which formal organisations establish the need for purchased products and services, and identify, evaluate, and choose among alternative brands and suppliers’ Kotler and Armstrong 1989

  10. Industrial vs. consumer markets Aspect Industrial market Consumer market

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