Chapter 5: Consumer Markets and
Consumer Buyer Behaviour
Consumer buyer behaviour: The buying behaviour of final consumers – individuals and
households who buy goods and services for personal use.
Consumer market: All the individuals and households who buy or acquire goods and
services for personal use.
MODEL OF CONSUMER BEHAVIOUR
Central question: how do consumers respond to various marketing efforts the firm
might use?
Difficult because consumers are not always aware of why they behave as they do,
buying decisions often made at an unconscious level – therefore can't accurately
predict how they respond to environmental changes.
Stimulus response model of buyer behaviour:
Marketing & other Buyer’s clack box Buyer responses
stimuli
Buyer characteristics Product choice
Marketing: product, Brand Choice
price, place, Buyer decision Dealer Choice
promotion processes Purchase timing
Purchase amount
Other: economic,
technological,
CHARACTERISTICS
political, cultural AFFECTING CONSUMER BEHAVIOUR
Cultural Factors
1. Culture: the set of basic values, perceptions, wants and behaviours learnt by a
member of society from family and other important institutions.
NB factors in culture include religion, music, work patterns, products and food
customs, etc. Culture changes over time. Plays an influential role in how
consumers behave in certain situations, how they evaluate products and how
they make judgements.
2. Sub-culture: a group of people with shared values based on common life experiences
and situations.
Factors such as age, language religion and race
Age: In SA under 26s make up largest age group but spend the least; ages 35-55
spend the most followed by ages 26-35; businesses must be innovative with
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