Knowledge Station 2020/2021
GERGS AYYAD 01553058768
Chapter (5): MARKETING
Consumer buyer behavior: is the buying behavior of final consumers, individuals and
households that buy goods and services for personal consumption.
Consumer markets: are made up of all the individuals and households that buy or acquire goods
and services for personal consumption.
Model of Consumer Behavior:
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Characteristics Affecting Consumer Behavior:
1) Cultural Factors:
Culture is the set of basic values, perceptions, wants, and behaviors learned by a member of
society from family and other important institutions.
Subcultures are groups of people within a culture with shared value systems based on common
life experiences and situations.
Social classes are society’s relatively permanent and ordered divisions whose members share
similar values, interests, and behaviors.
Measured as a combination of occupation, income, education, wealth, and other variables.
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2) Social Factors:
Groups and Social Networks: Groups with direct influence and to which a person belongs.
Reference Groups: Groups that form a comparison or reference in forming attitudes or behavior.
Aspirational Groups: Groups an individual wishes to belong to.
Word-of-Mouth Influence: The impact of the personal words and recommendations of trusted
friends, associates, and other consumers on buying behavior.
Most word-of-mouth influence happens naturally: Consumers start chatting about a brand they
use or feel strongly about one way or the other.
Buzz Marketing: Involves enlisting or even creating opinion leaders to serve as “brand
ambassadors” who spread the word about a company’s products.
Online Social Networks: They are online communities where people socialize or exchange
information and opinions. Social networking communities range from blogs and message boards
to social media sites. Forms of consumer-to-consumer and business-to-consumer.
Family: The family is the most important consumer buying organization in society.
Roles and Status: A role consists of the activities people are expected to perform according to the
people around them. EX: (Groups, Family, Clubs).
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3) Personal Factors: Occupation: A person’s occupation affects the goods and services bought.
Age and Life-Cycle Stage: People change the goods and services they buy over their lifetimes.
Marketers often define their target markets in terms of life-cycle stage and develop appropriate
products and marketing plans for each stage.
Economic situation: A person’s economic situation will affect his or her store and product
choices. Economic situations include trends in: Spending, Personal income, Savings, Interest rates.
Lifestyle: is a person’s pattern of living as expressed in his or her psychographics.
Personal Factors: It involves measuring consumers’ major AIO dimensions ─ activities, interests, and
opinions. It can help marketers understand changing consumer values and how they affect buyer behavior
Personality: refers to the unique psychological characteristics that distinguish a person or group.
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Knowledge Station 2020/2021
GERGS AYYAD 01553058768
4) Psychological Factors:
A motive (or drive) a need that is sufficiently pressing to direct the person to seek satisfaction.
Motivation research: refers to qualitative research designed to probe consumers’ hidden,
subconscious motivations.
Perception: is the process by which people select, organize, and interpret information to form a
meaningful picture of the world.
Learning: is the change in an individual’s behavior arising from experience and occurs through
the interplay of: Drives, Stimuli, Cues, Responses, Reinforcement.
A belief: is a descriptive thought that a person has about something based on: faith, opinion.
An attitude: describes a person’s relatively consistent evaluations, feelings, and tendencies
toward an object or idea.
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Types of Buying Decision Behavior:
Someone buying a new car might undertake
a full information-gathering and brand
evaluation process.
At the other extreme, for
low-involvement products,
consumers may simply select a
familiar brand out of habit.
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The Buyer Decision Process:
1) Need Recognition: is the first stage of the buyer decision process, in which the consumer
recognizes a problem or need triggered by: Internal stimuli - External stimuli.
2) Information search: is the stage of the buyer decision process in which the consumer is
motivated to search for more information. Sources of information: Personal sources -
Commercial sources - Public sources - Experiential sources.
3) Alternative evaluation is the stage of the buyer decision process in which the consumer uses
information to evaluate alternative brands in the choice set.
4) Purchase decision is the buyer’s decision about which brand to purchase.
The purchase intention may not be the purchase decision due to:
(Attitudes of others -Unexpected situational factors)
5) Post-purchase behavior: is the stage of the buyer decision process in which consumers take
further action after purchase, based on their satisfaction or dissatisfaction.
Cognitive dissonance is buyer discomfort caused by post-purchase conflict. The Buyer Decision
Process for New Products
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The Buyer Decision Process for New Products:
A new product is a good, service, or idea that is perceived by some potential customers as new.
The adoption process is the mental process an individual goes through from first learning about
an innovation to final regular use. Five stages in the process of adopting a new product:
Awareness: The consumer becomes aware of the new product but lacks information about it.
Interest: The consumer seeks information about the new product.
Evaluation: The consumer considers whether trying the new product makes sense.
Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value.
Adoption: The consumer decides to make full and regular use of the new product.
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