MGT 2306

MARKETING MANAGEMENT

Lesson 3

LESSON 3 OBJECTIVES

• Explain what is consumer behavior and

consumer markets

• Describe all the factors that influences what a

consumer will buy

CONSUMER MARKETS

AND

CONSUMER BUYER

BEHAVIOR

MODEL OF CONSUMER BEHAVIOR• Consumer buyer behavior refers to the buying

behavior of final consumers—individuals(individu) and households (rumah tangga) who buy goods and services for personal consumption.

• Consumer market refers to all of the personal consumption (kegunaan peribadi) of final consumers.

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR

CULTURAL (BUDAYA)

Culture is the learned values, perceptions, wants, and

behavior from family and other important institutions.

A subculture explains a culture within a culture.

Example: Malaysian Culture

Malay, Chinese, Indian culture

Kelantanese Malay, Mongolian Chinese

and Northern Indian culture

DISCUSSION..

What differences do you see in Malay and Chinese

culture when it comes to their buying behavior?

- the food they buy to eat

- Colors they choose for clothes, furniture, painting

- electronic items that they would buy

- household items that are compulsory

A LOOK AT FOOD DIVERSITY

SOCIAL CLASS

(LAPISAN MASYARAKAT)

• Social classes are society’s relatively permanent

(tetap) and ordered (teratur) divisions whose

members share similar values, interests, and

behaviors.

• Measured by a combination of occupation,

income, education, wealth, and other variables.

(pekerjaan, pendapatan, pendidikan, kekayaan)

Golfers, doctors, I.T Geeks, Businessmen,

Royalty, Ministerial etc etc

• Reference Groups: Groups that form a comparison or reference in forming attitudes or behavior

• Family is the most important consumer-buying organization in society. The groups, family, clubs, and organizations that a person belongs to define his/her social role and status.

SOCIAL

WHICH GROUP(S) WOULD YOU JOIN?

• Age and Life-cycle stage determines what

consumer buys at each stage of life

How different are people’s purchasing needs

and behaviors through each stage of life?

PERSONAL

• Occupation : affects the goods and services

bought by consumers.

• If you were a teacher, what kind of stationeries

would you buy more than anyone else?

• If you are a doctor, how would you want the

food that you buy to be different from the

others?

• If you are a body builder, what would you eat

more than anyone else?

• Economic situation includes trends in:

Personal income

SavingsInterest rates

Lifestyle is a person’s pattern of living as

expressed in his or her psychographics.- Party animal

- Healthy living

- Sports oriented

- Workoholic

- Glamour Kitten

• Self-Concept : an idea of the self constructed from the beliefs one holds about oneself and the responses of others.

"a self-concept is largely a reflection of the reactions of others towards the individual"

PHYSIOLOGICAL

Motivation :

what drives a

person to buy a

product or use

a service

How you

see

yourself

• How you

would like

to see

yourself

• How you

would like

others to

see you

• How you

see others

see you

• Perception : how a person thinks of himself

and how he thinks other people sees him

HOW MARKETING ATTEMPTS TO CHANGE PERCEPTION

USING A FACIAL WASH CHANGES YOUR FACE!

• Learning : Knowledge & Experiences gained in

life

• Beliefs & Attitudes: Faith and behavior

towards a product or service