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INTRODUCTION

Each individual is a consumer. We are all consumer and as weconsume we are buying first the products. Each of us buys the

products we need and we want. We have different reasons or

motivations when we buy products or even services. Because of this

marketers need to understand and study about the buying behavior of

consumers. That is why consumer behavior exists.

CONSUMER BEHAVIOR

When we say consumer behavior, it is about how people behave

when obtaining using and disposing goods and services. Consumers

have different characteristics in buying the products and consumers

are even different when using and disposing the products they buy.

Example, when someone purchases an ice cream in a plastic container,

they will not throw the packaging or the plastic container, instead they

will think of way or ways on how to use it.

There is an old saying in Spain to be a bullfighter you must learn

first to be a bull. And to understand marketing on must understand

the consumer behavior. Everybody in this world is a consumer.

Everyone is buying and Consuming goods and services

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RESELLER

These are the wholesalers and retailers. They buy product and

services with the motive of reselling for profit. The owner of sari-sari

store is one of the examples of this they are buying products and they

sell it with a higher prices the motive of these buying too is

commercial.

CONSUMER NEEDS

Purchasing behavior of consumers was based on their needs and

other factors. People buy to be satisfying all types of needs. Example:

when you are hungry, you will buy food and if you are thirsty you will

buy something to drink. We purchase what we need, but if other

interpersonal factors affects our buying behavior , that is more than

satisfying our needs our choice of something to buy can be affected by

other factors which will be discuss later

The needs of people is identified by Abraham Maslow in early

1940s in his famous hierarchy of needs

- Self actualization needs

- Self esteem needs

- Social needs

- Safety needs

- Physiological / Biological needs

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PHYSIOLOGICAL NEEDS

Physiological or basic needs every people cannot survive withoutthese needs. The needs for shelter, food, and clothing and sex are the

most important. All of us have to think first of having these needs than

any higher needs in order for us to survive.

As consumer behavior exists, marketers made these needs to be

nearly to costumers thats why as time goes by there are fast foodsoffering free delivery for consumers to be more than satisfying the

needs of customers but it is offered because of the changing behavior

of some costumers who dont have time to go stores or cook foods for

their own.

As well as for clothing and shelter, marketers think on how to

satisfy more the needs of people by innovating or enhancing their

products and even their services.

SAFETY NEEDS

The second level of needs according to Maslow is the need forsecurity or safety which one of the most obtains after having the basic

needs. It is a need for security from physical harm.

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The movement to greater security has addressed these needs.

Example, some hotels and condominiums have security lock doors,

they also increase lightings and have fire detection devices. And in

some villages or subdivisions they are having 24 hours security forthose who live in houses they are selling. All of these were designed to

meet safety needs of people.

SOCIAL AND BELONGING NEEDS

After having the two lower level of needs, people look toward to

have social and belonging needs. The needs for acceptance by others

we are aiming to be accepted by our friend, families and other people

around us. It is said that no man is an island we always want to have

friends or someone to talk to.

Now a day, we have a social networking site which extends our

social well being. We can find more friends on the past years there is a

friendster but a better social networking sites exists, like facebook,

twitters and others.

ESTEEM NEEDS

Once consumers feel accepted, they seek to enhance their self -

esteem. Once people have friends and other social groups they seek to

be respected it becomes important to people to enhance their status.

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Example is expensive restaurants that offer only the finest food,

beverages and services. They provide a level of products and services

that will satisfy the esteem needs of guests. They want to make guests

feel very special and important.

SELF ACTUALIZATION NEEDS

This is the highest level needs with in Maslows hierarchy. Its

focus is on individuals need to reach his/her full potential. This is a

need to have all what she/he can have. They want to satisfy the most

of what they can get.

Example, people buy clothes that they need it. But rich people buy

clothes that are expensive because they want to have clothes that will

satisfy them more than having simple clothes.

FACTORS INFLUENCING THE CONSUMER BEHAVIOR

1. Sociological Factors

Includes culture, social class and groups

Culture

Culture is defined as a way of life and patterns of behavior andsocial relations. It is about the values, ideals and attitude which

help individuals to communicate with others. Culture is the most

basic cause of persons wants and behavior. Growing up in a

society, a child learns basic values, perception, wants and

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behaviors. We learn from our family, friends and other important

institutions like in schools, churches etc.

Culture has a broadcast and deepest influence on consumer

behavior. Because of the changing culture, the consumers behavior

also change. The marketers need to understand the buyers culture.

Example: if someone will put up a business with regards to clothing

they will prefer to sell clothes that are popular or in nowadays.

Filipinas are wearing now shorts and sleeveless, unlike in the past

Filipinas are conservatives.

Subculture

Each culture contains smaller subcultures or the groups of people

with shared values based on common life experiences and

situations. Subculture includes nationalities, religious etc. Dealing

with culture is said to be a problematic issue for marketers since it

is difficult to understand. Because of differences in culture, one may

violate cultural norms of others maybe because they are not

informed of this.

In earlier times, marketers could understand consumers easierthrough their daily experience of selling to them. but now, firms and

markets have grown and many marketing decision makers have

lost their direct contacts with the costumers. Most marketers have

to turn to consumer research including culture. For example, before

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putting up a business they have first to understand the culture of

people around their preferred location for their business

The companies that really understand how consumers will

respond to different product features, prices and how consumers

will respond to their advertisements have a great advantage over

its competitors.

Social Class

Social class is not determined only be single factor such as

income, but it is measured as combination of occupation, income,

education, wealth and other consumers are divided into classes

because people with in a given social class and to have similar

buying behavior. For example, people who earn minimum wage will

buy first what they need and if there is an excess with their income

it will be spend for their wants. But mostly they income is only

enough for what they need. But rich people buy what they want

and even if it is expensive. Social class shows distinct product and

brand preferences.

Groups

To which a person belongs are called membership groups. In

contrast, reference groups serve as direct/indirect points of

comparison. Reference group to which they do not belong often

influence people.

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A persons buying behavior is influenced by many small

groups. They have direct influence to a persons buying behavior.

Individual consumers use reference groups to compare their own

feelings, ideal and thoughts with those of others. Example if an

individual go out for a dinner in restaurant, they will first consulted

friends and other people before going into it. And after, they tend

to compare and perception with others on that restaurant.

Family

Family members can strongly influence buyers behavior. Family

is said to be the most important consumer buying organization on

the society. Each member of a family has a different buying

behavior and different needs. Husbands have different buying

behavior than their wives. Marketers are interested in the roles and

influences of husband, wife and children on the purchase of different

products and services.

2.PERSONAL FACTORS

ROLES AND STATUS

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A Person belongs to many groups like each of us is a member of a

family, clubs, and organizations. The persons position in each group

can be defined in terms of both rules and status. A role consists of

the activities people are expected to perform according to thepersons around them.

AGE AND LIFE CYLE STAGE

As time goes by people change the goods and services they buy.

We also have changes in our tastes in foods or clothings. An infant

needs milk, diaper etc. but as we grow old have different needs.

Buying is also depends on the stage of life cycle. Marketers develop

appropriate products for each stage.

OCCUPATION

There are many types of jobs; persons who have the same job

are sometimes having the same buying behavior. Blue collar

workers tend to buy more niggled work clothes, whereas white

collar buy more business suits. Marketers try to identify the

occupational groups that have a above-average interest in their

products and services.

ECONOMIC SITUATION

This will greatly affect product choice most of the people today

are sensitive about the price of goods. They closely watch trends in

personal income, savings and interest. If economic situations point

to a recession, marketers can take steps. They redesign or reprice

their products.

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LIFE STYLE

People from different subculture, social class and even

occupation have different life styles. Life style is a persons pattern

of living as expressed in his/ her activities, interests and opinions.

People who are interested in cosmetics very concern about his/her

looks usually buys cosmetics products.

PERSONALITY AND SELF-CONCEPT

Refers to the unique psychological characteristics that lead to

relative consistent and lasting responses to ones ownenvironment. This is about who we are and what we believe in

every personality may influence our buying behavior.

3. PSYCHOLOGICAL FACTORS

MOTIVATION

We have many needs at a given time. Some are biological like

thirst/hunger. Other needs are said to be psychological like a need

for recognition, esteem, and belonging. These needs are not strong

enough to motivate a person. A need becomes a motive when it

leads to a sufficient level of intensity. A motive is a need that

sufficiently pressing to direct us to seek satisfaction. When we get

thirst we buy drinks, our motivation is to quench our thirst.

PERCEPTION

Each day people are exposed to thousands of stimuli. Some of

these stimuli are consciously received and interpreted while other

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stimuli are ignored. Perception is the process by which stimuli are

recognized, received and interpreted. Each of us interprets the

world differently. Two person that have the same motivation and in

the same situation may perceive differently the situation. We havedifferent perception over the products we buy. For example, two

persons get thirst. One choose to have an iced water than having a

water which is not cold, because he /she thinks that a water without

ice cannot quench his/her thirst. But other person choose to have a

water which is not cold, maybe he/she is not feeling well and avoid

drinking cold water. It is enough for her/him to dink without ice. It is

difficult to change the perceptions that individuals have developed

over time

LEARNING

Learning describes changes in an individuals behavior arising

from experience. Once consumer already buy the product to betested, they learn and thats the time they will think if they will buy

again that product or they will transfer their loyalty to other brands.

BELIEFS AND ATTITUDES

Through acting and learning people acquire beliefs and attitudes.

A belief is a descriptive thought that a person has about something.

Marketers are interested the beliefs of people about their products.

But if some beliefs of people are wrong and it leads to prevention of

purchase the marketer have to launch a campaign to correct them.

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Attitudes are learned predispositions to act in a consistently

favorable or unfavorable manner. For example, some persons

attitudes are that fast food meals are very good because they are

of high quality and low cost and come with fast and courteousservice. Thus, they will patronize having a meal at fast-food meals

are low nutritional value and poor culinary quality both. Both

individuals have the attitude or acts that are favorable and

unfavorable. The beliefs of both individuals about fast food meals

are different. In the mind of each individual consumer, their beliefs

and attitude are correct and valid.

EXPERIENCE

Experience can also influence consumer behavior. As individuals

encounter new situations, it becomes a new experience for them.

Like dining a restaurant for the first time, they perceive situations

and change it to experience that will influence their future

decisions. First impressions are important if the consumers are

turned off the first time they eat at the restaurant, they will decide

not to dine in that restaurant again.

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