Customer behaviors
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Consumer Behavior
Topic Outline
Definition of consumer
behavior
Model of Consumer
Behavior
Characteristics Affecting
Consumer Behavior
Types of Buying Decision
Behavior
The Buyer Decision
Process
I. Definition of Consumer
Behavior
What is consumer behavior?
Consumer buyer behavior : the buying behavior of
final consumers, individuals and households, who buy
goods and services for personal consumption
Consumer market : all of the personal consumption
of final consumers
II. Models of Consumer
Behavior
Model of
ENVIRONMENT
Consumer behavior
BUYER’S
BLACK BOX
BUYER
RESPONSES
Environmental stimuli
Consumer
Black Box
CONSUMER
RESPONSES
III. Characteristics Affecting
Consumer Behaviors
Influences on
Consumer Behavior
CULTURAL
SOCIAL
PERSONAL
PSYCH.
BUYER
Culture:
•Culture is the fundamental
determinant of a person’s wants and
behaviors acquired through
socialization processes with family
and other key institutions.
Cultural Influences
Culture
Subculture
Social Class
Subculture:
Social Class
Motivation
Maslow’s
Hierarchy
of Needs
Herzberg’s
Two-Factor
Theory
Behavior
is driven by
the lowest,
unmet need
Behavior is
guided by
motivating
and hygiene
factors
Maslow’s Hierarchy of Needs
Herzberg’s
Two-Factor
Theory
PERCEPTION
Selective Attention
Selective Retention
Selective Distortion
Family
Social
Roles
