# Definition of Consumer buying behavior & Consumer market. (Syllabus item)
Ans: - Consumer buyer behavior refers to the buying behavior of final consumers – individuals & households who buy goods & services for personal consumption. All of these final consumers combine to make up the consumer market.
# Model of consumer behavior. (Syllabus item)
# Factors affecting consumer behavior. (Syllabus item)
Ans: - Consumer purchases are influenced by cultural, social, personal, & psychological characteristics.
• Cultural factor: - Cultural factors exert a bread & deep influence on consumer behavior. The market needs to understand the role played by the buyer’s culture, subculture, & social class.
a) Culture: - The set of basic values, perceptions, wants, & behaviors learned by a member of society form family & other institutions. Culture is the most basic cause of a person’s wants & behavior.
b) Sub-culture: - Each culture contains smaller sub-culture or groups of people with shared value systems based on common life experiences & situations.
c) Social class: - Almost every society has some form of social class structure. Social classes are society’s relatively permanent & order decisions whose members share similar values, interests, & behavior.
• Social factors: - A consumer’s behavior also is influenced by social factors, such as the consumer’s small groups, family & social roles & status.
a) Groups: - Two or more people who interact to accomplish individual or mutual goals. A personal behavior is influenced by many small groups
Membership: - Groups that have a direct influence & to which a person belongs are called membership groups.
Aspiration Groups: - This group is one to which the individual wishes to belong.
Reference groups: - This group exposes a person to new behaviors & lifestyles influence the person’s attitudes & self concept.
Opinion leaders: - People within a reference group who, because of special skills, knowledge, personality or other characteristics, exert influence on others.
b) Family: - Family members can strongly influence buyer behavior. The family is the most important consumer buying organization is society & it has been researched extensive.
c) Roles & Status: -The personal position in each group can be defined in terms of both role & status. A role consists of the activities people are accepted to perform according to the persons around them.
• Personal factors: - A buyer decisions also are influenced by personal characteristics such as the buyer’s age & lifestyle cycle stage, occupation, economic situations, lifestyle, & personality & self- concept.
a) Age & lifestyle cycle stage: - People change the goods & services they buy over their lifetimes. Tastes in food, cloths, furniture & recreation are after age related. Buying is also shaped by the stage of the family life cycle.
b) Occupation: - A person’s occupation affects the goods & services bought. A blue collar worker tends to buy more sagged work clothes, whereas executives buy more business suites.
c) Economic situations: - A persons economic situations will affect product choice.
d) Lifestyle: - Lifestyle is a person’s pattern of living as expressed in his or her activities, interest, & opinions.
e) Personality & self concept: - Personality refers to the unique psychological changes that lead to relatively consistent & testing responses to his or her own environment
• Psychological factors: - A persons buying choices are further influenced by four major psychological factors – motivation, perception, learning, beliefs, and attitudes.
a) Motivation: - A need becomes a motive when it is around to a sufficient level of intensity. A motive is a need that is sufficiently pressing to direct the person to seek satisfaction need.
b) Perception: - The processes by which people select organize and interpreted information to form a meaningful picture of the world.
c) Learning: - Learning describes changes in an individual’s behavior arising from experience. Learning theorists say that most human behavior is learned.
d) Belief: - A belief is a descriptive thought that a person hold about something from his own mind.
e) Attitudes: - Attitude describes a person’s favorable or unfavorable evaluations filling & tendencies toward an object or idea.
# Name the types of buying decision behavior.
Ans: - Buying behavior differs greatly for a product to product. More complex decisions usually involve more buying participants & more buyer deliberations.
Significant differences between brands High involvement Low involvement
Complex buying behavior Variety seeking buying behavior
Few differences between brands Dissonance reducing buying behavior Habitual buying behavior
Complex buying behavior: - Consumer buying behavior in situation characterized by high consumer involvement in a purchases and significant perceived difference among brands.
Dissonance - reducing buying behavior: - Consumer buying behavior in situations characterized by high involvement but few perceived differences among brads.
Habitual buying behavior: - Consumer buying behavior in situations characterized by low consumer involvement & few significant perceived brand differences.
Variety seeking buying behavior: - Consumer buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.
# The buying decision process. (Syllabus item)
Ans: - The buyer decision process consists of five stages: need recognition==> information search==> evaluation alternatives==> purchase decision ==> post – purchase behavior.
Clearly the buying process starts long before actual purchases & continuous long after. Marketers meet to focus on the entire buying process rather than on just the purchases decisions.
Need recognition: - The first of the buyer decisions process in which the consumer recognizes a problem or need.
Information search: - The stage of buyer decision process in which the consumer is aroused to search to more information, the consumer may simply have heightened attention or may go into active information search.
Evaluation of alternatives: - The stage of buyer decision process in which the consumer uses information to evaluate alternative brands in choice set.
Purchases decision: - The buyers decision about which brand to purchase.
Post – purchase behavior: - The stage of buyer decision process in which the consumers take further action after purchases based on their satisfaction or dissatisfaction.
* Cognitive dissonance: - Buyer discomfort caused by post – purchases conflict.
# The buyers decision process for new products/ services. (Syllabus item)
Ans: - A new product is a good, service, or idea that is perceived by some potential customer as new. When a new product is first time marketed the marketer need to understand consumer’s response about the product.
Adaptation process: - The mental process through which an individual passes from first hearing about an innovation to final adoption.
Stage in the adoption process: - Consumers go through 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 scene.
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.
This model suggests that the new product marketer should think about how to help consumers move through this stages.
# Individual differences in thovativeness.
# Influence of product characteristics on rate of adoption.
Ans: - The characteristics of the new product affect its rate of adoption. Some products catch on almost overnight, whereas other takes a long time a gain acceptance (HDTV). Five characteristics are especially important in influencing a rate of adoption. For example consider the characteristics of HDTV in relation to the rate of adoption.
1. Relative advantage: - The degree to which the innovation appears superior to existing products. The greater the perceived relative advantage of using HDTVs will be adopted.
2. Compatibility: - The degree to which the innovation fits the values & experiences of potential consumers. HDTV, for example, is highly compatible with the lifestyles found in upper middle – class homes. However, it is not very compatible with the programming & broadcasting system currently available to consumers.
3. Complexity: - The degree to which the innovation is difficult to understand or use. HDTVs are not very complex and, therefore, once programming is available & prices come down will take less time to penetrate U.S. homes than, ore complex innovations.
4. Divisibility: - The degree to which the innovation may be tried on a limited basis. HDTVs are still very expensive. To the extent that people can lease then an option to buy, their rate of adoption will increase.
5. Combinability: - The degree of which the results of using the innovation can be observed or described to others. Because HDTV lends itself to demonstration & description, its use will spread faster among consumers.
Other characteristics influence the rate of adoption, such as initial & ongoing costs, risks & uncertainty, and social approval. The new – product marketers has to research all these factors when developing the new product and its marketing program.
# Explains influence of product of characteristics on rate of adoption.
Ans: - The characteristic of the new product affects its rate of adoption. Some products catch on almost overnight whereas others take a long time a gain acceptance (HDTV). Five characteristics are especially important in influencing an innovations rate of adoption. For example, consider the characteristics of HDTV in relation to the rate of adoption.
1. Relative Advantage: - The degree to which the innovation appears superior to existing products. The grater the perceived relative advantages of using HDTV say in picture quality & ease of viewing – the sooner HDTVs will be adopted.
2. Compatibility: - The degree to which the innovation feeds the values & experiences of potential consumers. HDTV for example is highly compatible with the lifestyles found in upper middle – class homes. However, it is not very compatible with the programming & broadcasting systems currently available to consumers.
3. Complexity: - The degree to which the innovation is difficult to understand or use. HDTVs are not very complex and therefore once programming is available and prices come down will take less time to penetrate U.S. homes than more complex innovations.
4. Divisibility: - The degree to which the innovation may be tried on a limited basis. HDTVs are still very expensive. To the extend that people can lease then an option to buy, their rate of adoption will increases.
5. Communicability: - The degree to which the results of using the innovation can be observed or described to others. Because HDTV lends itself to demonstration & description its use will spread faster among consumers.
Other characteristics influence the rate of adoption such as initial & ongoing costs, risk & uncertainty, and social approval. The new product marketers have to research all these factors when developing the new product & its marketing program.
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