Definition
     
      Consumer buyer behavior refers to the 
      buying behavior of final consumers- 
      individuals and households that buy goods 
      for consumption- Kotler
     
      All these final consumers make up the 
      consumer market
    Model of Consumer 
    Behaviour
    
     How do consumers respond to various 
     marketing efforts the company might use?
  Characteristics Affecting Consumer 
  behavior
     Cultural Factors
   
    Culture- set of basic values, perceptions and 
    behavior learned by a member of society from 
    family and other institutions
   
    Subculture- a group of people with shared 
    value systems based on common life 
    experiences
   
    Social class- relatively permanent and ordered 
    divisions in a society whose members share 
    similar values and behavior
     Social Factors
   
    Groups- 2 or more people interact to achieve 
    mutual goals. Reference groups serve as 
    points of comparison and influence buyer 
    behavior. Opinion leaders drive trends and 
    influence mass opinion
   
    Family- buying roles have changed with 
    evolving consumer lifestyles. Wives, children 
    play a larger role. 
   
    Roles & Status- a person plays different roles 
    in their lives and is accorded a status based 
    on these roles.