Session Outline
  What is Consumer Buyer Behaviour
  Model of Consumer Behaviour
  Characteristics Affecting Consumer Behaviour
  Types of Buying Decision Behavior
  The Buyer Decision Process 
   What is Consumer Buyer Behaviour 
        Consumer Buyer Behaviour 
  The buying behaviour of final consumers – individuals 
  and  households  that  buy  goods  and  services  for 
  personal consumption. 
          Consumer Market
  All the individuals and households who buy or acquire 
    goods and services for personal consumption. 
            Model of Consumer Behaviour 
    The Environment                                      Buyer Responses 
                                 Buyer’s Black 
   Marketing     Other                 Box
                                                       •
     Stimuli                                            Buying  attitudes  and 
                                                       preferences
               Economic         Buyer’s                •
   Product                                              Purchase     behaviour: 
                                characteristics        what  the  buyer  buys, 
   Price       Technologic                             when,  where,  and  how 
               al               Buyer’s decision 
                                                       much
   Place                        process 
               Social
                                                       •
                                                        Brand  and  company 
   Promotion   Cultural                                relationship behaviour 
    Factors Affecting Consumer Behaviour 
      Many, many levels of factors affect our buying 
      behaviour-from  broad  cultural  and  social 
      influences   to   motivations,    beliefs,  and 
      attitudes lying deep within us. 
            Factors Influencing Consumer Behaviour 
       Cultural
                            Social            Personal 
                                                               Psychologi
                                                                   cal 
    Culture            Reference            Age and life 
                       group                cycle stage        Motivation
                                            Occupation          
                                            Economic           Perception
    Subculture         Family                                                      Buyer 
                                            Situation          Learning 
                                            Lifestyle
                       Roles and            Personality        Beliefs and
    Social class       status                                  Attitudes
                                            and self-
                                            concept