1. Chapter 5: Consumer Markets and Consumer Buyer Behavior
Kira Higgins
Jackie Reyes
Roberto Ornelas
Paul Lara

2. What is Consumer Buyer Behavior?
Consumer Buyer Behavior refers to the buying behavior of final consumers-individuals and households that buy goods and services for personal consumption.
Roberto

3. Model of Consumer Buyer Behavior
Kira/Paul

4. Forces that Influence Buyer Behavior
Cultural
Social
Personal
Psychological
Jackie

5. Cultural
-Cultural factors include the ideas, customs, and values shared between consumers that influence their buying behavior.
Culture
Subcultures
Social Class
Kira - overall definition.
Jackie - three sub group explantation

6. Social
-Social factors influence buyers through interaction with others and the trends observed.
Small groups
Family
Social roles and status
Roberto - overall definition
Paul - three sub group

7. Personal
-Personal factors include the characteristic and interests pertaining to an individual buyer.
Age and life cycle stage
Occupation
Economic Situation
Lifestyle
Personality and self-concept
Jackie - overall definition
Kira - five subgroups

8. Psychological
-Psychological factors influence the mental and emotional aspects of a buyer’s decision to enter the market.
Motivation
Perception
Learning
Beliefs and attitudes
Paul - overall definition
Roberto - four subgroups

9. Model of Factors that Influence Buyer Behavior
Jackie

10. Apple iPhones
Social Factors
Personal Factors
Kira/Paul

11. Social Factors for Apple iPhones
Membership groups: small groups of people that a person may belong to and is directly influenced by.
Friends
Co-workers
Teammates
Church groups
Membership groups can influence one’s purchase of an iPhone.
Jackie/Roberto

12. Social Factors for iPhone
Reference groups: groups of people that an individual does not belong to but serves as an indirect point of comparison in forming an attitude or behavior.
-40% of teenagers own an iPhone
-Perhaps, because they are following their opinion leader
Kira/Paul

13. Personal Factors for Apple iPhones
Life-Style: A person’s pattern of living as expressed in his or her activities, interests, and opinions.
Apple Includes products like the fitbit to appeal to consumers activities and interests for exercise and healthy living.
Kira/Roberto

14. Personal Factors for Apple iPhones
Motivation/Motive: A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
This Motive is one of the driving forces to convince consumers what they are buying is something they must have.
Apple releases new iPhones yearly because of consumers’ motive to own the latest technology.
Jackie/Paul

15. Marketers use of the 4 Forces
Roberto/Jackie

16. Marketers use of Social Force
Marketers learn about consumers through social networks to influence their buying behavior.
Recently more companies use sites like Instagram and Facebook to market their products to specific social groups as trends.
Kira/Paul

17. Marketers use of Personal Force
Marketers analyze characteristics and buying behaviors of individuals
-Age and way of life
-Purchasing power/revenue
-Lifestyle
-Self-concept
-Personality
Jackie/Roberto

18. When you’re buying a product...
...Have you thought of why it appeals to you?
...What made you choose that brand?
...Have forces influenced you to purchase?
The major Forces that affect buyer behavior
Cultural
Social
Personal
Psychological
Paul asks questions.
Roberto responded with example.
Jackie summarized forces
Kira relates back to class, suggestion for them.

19. References
Arthur, C. (2011, October 6). Why do some people really hate Apple? The Guardian.
Retrieved from
people-hate-apple
Handley, M. (2012, October 12). Generation Spoiled? 40 Percent of Teens Have iPhones. U.S.
News. Retrieved from
0-percent-of-teens-have-iphones
Kotler, P., & Armstrong, G. (2014). Consumer Martets and Consumer Buyer Behavior. In
Principles of marketing (5th ed.). Upper Saddle River, N.J.: Person Education.
The Consumer FactorConsumer Insights, Market Research, Consumer Behavior &
Neuromarketing. (n.d.). Retrieved September 19, 2014, from
en/4-factors-influencing-consumer-behavior/