CONSUMER BUYER BEHAVIOUR – it is the behaviour of the consumer before, during
and after the purchase of the product including finding out about products, searching
for information, choosing between products, buying, using and recommending or
criticizing the product or service.
CONSUMER MARKET – it refers to all individuals and households who buy or acquire
goods and services for final consumption.
CHARACTERISTICS INFLUENCING CONSUMER BEHAVIOUR
1) CULTURAL FACTORS
a) Culture – the set of basic values, perceptions, wants and behaviours learned
by a member of society from his family and other important institutions. A
person in Australia might have cereal for breakfast and a person from France
might have a croissant and coffee for breakfast.
b) Subculture – a group of people with shared value systems based on common
life experiences and situations. A person’s nationality, religion, racial group or
geographic region can be the subcultures. Christians make up one subculture
and Muslims make up another.
c) Social class – relatively permanent and ordered divisions in the society whose
members share similar values, interests and behaviours.
2) SOCIAL FACTORS
a) Groups and social networks – reference groups are groups that have a direct
or indirect influence on a person’s behaviour. A membership group is a group
that a person belongs to and has a direct influence on the person’s behaviour.
An aspirational group is a group that a person wishes to belong to. Opinion
leaders are people who because of their skills, knowledge, personality or
other characteristics are able to exert influence on others. Buzz marketing
involves cultivating or even creating people to spread positive information
about a product or a service. Online social networks have encouraged people
to exchange information or opinions about a product.
b) Family and households – even if members of the family are no longer close to
the other members of the family, still the family plays a very important role in
consumer behaviour. Using in the buying process, there are a few roles to be
1) Initiator – the one who comes up with the idea to buy the product
2) Influencer – the ones who encourages the purchase of the product. 3) Decider – the ones who make the final decision about whether or not to
buy the product.
4) Purchaser – the one who actually pays and buys the product.
5) User – the one who finally uses the product after it is bought.
c) Roles and status – different people have different roles to play in society. It
refers to the activities he/she needs to perform and status refers to the level
of esteem the person receives in society.
3) PERSONAL FACTORS
a) Age and life-cycle stage – the age and life-cycle stage of a person plays an
important role in deciding the consumer behaviour. What a buyer eats or
what clothes the buyer wears changes from when the buyer is a child to when
the buyer becomes an adult.
b) Occupation – the occupation of the consumer influences the behaviour of the
consumer. A construction worker might want more protective clothing and
want technologies like machines while a white collar worker who would need
more formal clothes and technology like laptops.
c) Lifestyle – it refers to the patterns of living determined by activities, interests
and opinions. Psychographics refers to the technique of measuring lifestyles
and developing lifestyle classifications. Some people might b