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Understanding Consumer Behavior Dynamics

Consumer behavior is a dynamic process influenced by external factors like culture and demographics, as well as internal psychological factors such as perception and motivation. It involves various types of relationships with products, shaped by self-concept and lifestyle, which guide consumer needs and desires. The decision-making process includes recognizing needs, searching for information, evaluating alternatives, and post-purchase experiences that affect future buying behavior.

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3 views3 pages

Understanding Consumer Behavior Dynamics

Consumer behavior is a dynamic process influenced by external factors like culture and demographics, as well as internal psychological factors such as perception and motivation. It involves various types of relationships with products, shaped by self-concept and lifestyle, which guide consumer needs and desires. The decision-making process includes recognizing needs, searching for information, evaluating alternatives, and post-purchase experiences that affect future buying behavior.

Uploaded by

taitdk25407e
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Consumer behavior

1. Definition: Consumer behavior is dynamic: It is an ongoing process


- Consumption refers to all aspects of the consumer behavior process
- People buy products not for what they do, but for what they mean.
2. Types of relationships a person might have with a product
- Self-concept attachment: The product helps define the consumer’s
identity
- Nostalgic attachment: The product connects consumers to their past
- Interdependence: The product is part of daily life
- Love: Strong emotional bonds with a product

Overall Model of Consumer Behavior

1. External Influences

These are environmental and social factors that affect consumers from the
outside:

 Culture – shared values, beliefs, and norms

 Subculture – regional, religious, or generational groups

 Demographics – age, gender, income, education

 Social status

 Reference groups – friends, celebrities, influencers

 Family

 Marketing activities – advertising, promotions, branding

These factors influence how consumers view products and brands.

2. Internal Influences

These are psychological factors within the individual:

 Perception – how information is interpreted

 Learning – knowledge gained from experience

 Memory

 Motivation

 Personality
 Emotions

 Attitudes

Internal influences determine how consumers process information and


respond to marketing messages.

3. Self-Concept and Lifestyle (Core of the Model)

 Self-concept: how consumers see themselves

 Lifestyle: how consumers live, spend time, and use money

These elements shape:

 Needs – basic requirements

 Desires – wants influenced by culture and personality

4. Decision-Making Process

When a need or desire arises, consumers go through these steps:

1. Situations – context such as time, place, or mood

2. Problem Recognition – realizing a need or want

3. Information Search – seeking information from ads, friends, online


reviews

4. Alternative Evaluation and Selection – comparing options

5. Outlet Selection and Purchase – choosing where and what to buy

6. Postpurchase Processes – satisfaction or dissatisfaction after buying

5. Experiences and Acquisitions

 Post-purchase experiences influence future:

o Attitudes

o Learning

o Perceptions
o Buying behavior

Consumer behavior is a continuous cycle, not a one-time event.

Summary

 External + Internal influences → Self-concept & Lifestyle

 Self-concept → Needs & Desires

 Needs → Decision-making process

 Experience → Learning → Future behavior

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