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    Consumer Behavior Part 2 - Week 4

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    Jowjie TV
    The document discusses various factors that influence consumer behavior, including learning from past experiences, attitudes, lifestyle, social influences, and the purchase situation. Learning occurs through experiences, and attitudes are formed over many years based on family, peer groups, information, experiences, and personality. A consumer's lifestyle, which reflects how they see themselves and believe others see them, also impacts purchasing decisions. Social influences come from personal contacts, reference groups like family and coworkers, social class, and culture. The specific purchase situation, including the task, surroundings, time factors, and mood, further affect consumer decisions.

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    Consumer Behavior Part 2 - Week 4

    Uploaded by

    Jowjie TV
    215 views6 pages
    The document discusses various factors that influence consumer behavior, including learning from past experiences, attitudes, lifestyle, social influences, and the purchase situation. Learning occurs through experiences, and attitudes are formed over many years based on family, peer groups, information, experiences, and personality. A consumer's lifestyle, which reflects how they see themselves and believe others see them, also impacts purchasing decisions. Social influences come from personal contacts, reference groups like family and coworkers, social class, and culture. The specific purchase situation, including the task, surroundings, time factors, and mood, further affect consumer decisions.

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    4. Consumer Behavior part 2 - Week 4

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    The document discusses various factors that influence consumer behavior, including learning from past experiences, attitudes, lifestyle, social influences, and the purchase situation. Learning occurs through experiences, and attitudes are formed over many years based on family, peer groups, information, experiences, and personality. A consumer's lifestyle, which reflects how they see themselves and believe others see them, also impacts purchasing decisions. Social influences come from personal contacts, reference groups like family and coworkers, social class, and culture. The specific purchase situation, including the task, surroundings, time factors, and mood, further affect consumer decisions.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    215 views6 pages

    Consumer Behavior Part 2 - Week 4

    Uploaded by

    Jowjie TV
    The document discusses various factors that influence consumer behavior, including learning from past experiences, attitudes, lifestyle, social influences, and the purchase situation. Learning occurs through experiences, and attitudes are formed over many years based on family, peer groups, information, experiences, and personality. A consumer's lifestyle, which reflects how they see themselves and believe others see them, also impacts purchasing decisions. Social influences come from personal contacts, reference groups like family and coworkers, social class, and culture. The specific purchase situation, including the task, surroundings, time factors, and mood, further affect consumer decisions.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 6

    WEEK 4

    Lesson 3. Consumer Behavior

    Learning. A change in behavior occurring as a result of past experience is called


    learning. For example, a consumer buys a certain brand of chocolate and it did not
    satisfy him, he learns from that experience. When he intends to buy chocolate again, he
    switches to another brand.

    On the other hand, if the consumer is satisfied, he tends to make a repeat


    purchase. When a series of repeat purchases satisfied him, the probability of buying the
    same product again is increased. He continues to behave that way until a stronger
    motivator comes along and he switches to another brand.

    Attitudes. The buying behavior of the consumer is also affected by his attitude.
    For instance, if the consumer really thinks smoking is dangerous to his health, it will be
    very difficult to convince him to buy cigarettes.

    An attitude may be defined as a person's feeling about something like a product,


    an advertisement, a salesman, a company or an idea. Attitudes do not form easily. It
    takes many years to develop them through a learning process which are affected by: (1)
    family influences; (2) peer group influences; (3) information; (4) experience; and (5)
    personality.

    Lifestyle. The consumer's purchasing decision is also influenced by his lifestyle.


    The individual's mode of living is called lifestyle and may be identified by his activities,
    interests, and opinions.

    Lifestyle reflects on how people see themselves and how they believe others see
    them. A person, for instance, may see himself as somebody worth to be called "a
    Filipino don" or "a haciendero". His buying behavior will be characterized by purchases
    of large tracts of land, high-priced cars, and buildings designed for the rich.
    Social Influences

    The consumer's buying behavior is also influenced by his relationships with other
    people, formal or informal. Social influences on purchasing decisions could come from
    (1) personal influence; (2) reference groups; (3) the family; (4) social class; or (5)
    culture.

    Personal Influence. The views, opinions, and behavior of other persons


    oftentimes influence the purchasing decision of the consumer. Personal influences that
    are important to marketers comes from the following sources:

    a. opinion leaders
    b. word-of-mouth

    Opinion leaders are persons believed to be experts in their respective interests.


    Examples are high profile sports stars like Manny Pacquiao and Efren "Bata" Reyes.
    When these persons make product endorsements, it is expected that their followers will
    be influenced.

    When friends and relatives communicate orally, they influence one another.
    Because they trust each other, this word-of-mouth communication is seen as a very
    powerful means of influencing people.

    Reference Groups. These are groups of people that are looked upon by a
    concerned member when forming an attitude about a particular topic. For example, the
    newest member of a school's teaching force began to think of buying a motorbike he
    can use in going to work, he sought the opinion of his co-teachers. In this case, his co-
    teachers are his reference group.

    The Family. Consumer buying behavior is influenced by three sources related to


    the family as a concern: (1) consumer socialization; (2 family life cycle; and (3) family
    decision-making.
    Consumer socialization refers to the process by which consumers learn the
    nuances of purchasing. Consumers learn how to buy in two ways: (1) through
    interaction with other people and (2) through their own personal experiences.

    The family progresses in form from formation to child-rearing, middle age, and
    finally retirement. As the family passes from one stage to another, changes in income
    and family situation also happens. This results to changes in the family’s purchasing
    behavior.

    Who makes the purchasing decision is also an important factor in the decision-
    making process of the marketer. The situation could either be a spouse making the
    decision or both spouses making a joint decision. It is also important to provide answers
    to the following; who gathers information relating to the purchase; who influences the
    decision-maker; who does the purchasing; and who uses the product.

    Social Class. The consumer's social class is a big influence on his buying
    behavior. Social class refers to a group of people who have approximately equal
    position as viewed by others in the society.

    Social classes may be roughly subdivided into upper, middle, and lower classes.
    These general classification may be further subdivided and the general characteristics
    of each sub-class determined. With such description, it will be easier to determine the
    inclinations of each sub-class including purchasing behavior.

    One class will have needs different from those of another class. The lower class,
    for instance, will be predisposed to spending their limited income on basic needs like
    food and clothing. The middle class will have some discretionary income which can be
    spent for education and entertainment. It will be very difficult for marketers to convince
    the lower class people to reduce spending on food and clothing so they can buy luxury
    items.

    Culture. The set of values, beliefs, attitudes, and behavior patterns shared by the
    members of a society and transmitted to the next generation through socialization is
    called culture. A well-known attitude common to Filipinos is "close family ties”.
    Advertising that highlights this cultural norm is expected to be effective. The
    advertisement emphasizing communication between family members using the cell
    phone is a cultural influence.

    The Purchase Situation

    The purchase decision process is also affected by the purchase situation. The
    situational influences consist of (1) the purchase task: (2) the social surroundings; (3)
    the physical surroundings; (4) temporal effects; and (5) antecedent states.

    The purchase task is derived from the reason why the consumer is making a
    purchase and this affects buying behavior. A consumer, for instance, will exhibit a
    certain behavior when buying a product like a bath soap for himself. His behavior will be
    different, however, when he is purchasing a bath soap for a lady he is courting.

    The social surroundings refer to the situation of people present in the purchase
    area. A person who is on a late night shopping may change his mind if he finds the
    place teeming with suspicious characters.

    The physical surroundings may also affect the purchase decision of the
    consumer. A dirty and noisy shopping place, for instance, may discourage a consumer
    to shop.

    The time of the day the purchase is made and the time available for shopping are
    temporal effects that may affect purchasing behavior. The person who is in a hurry
    may settle for any brand of the product he wants. In the afternoon during hot summer
    days, the consumer is not likely to order hot coffee in a restaurant.

    Antecedent states like the consumer's mood or the amount of money he has in
    his pocket can affect his buying behavior. A person who has just broken up with his
    girlfriend will behave differently. Even if he is inside a shopping place, he may find it
    hard to concentrate.
    Name_________________________________

    Essay: Answer the following questions. (At least 250 words)

    1. In your own opinion, why do we need to identify and understand the consumer
    behavior?

    2. Among the stated consumer behaviors from the previous discussion, which
    one do you think is the most vital? Explain your answer and provide examples.

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