Interpersonal & personal factors that influence consumer behavior

1. Determinants of
Consumer Behavior
BY: Josh Coleman

2. Interpersonal Determinants
OUTSIDE FACTORS THAT INFLUENCE BUYERS…
”CONSUMERS BUYING WHAT IS EXPECTED OF THEM”
 Cultural Influence
 Social Influence
 Family Influence

3. CULTURAL INFLUENCE
 MARKETING STRATEGIES VARY FROM COUNTRY TO
COUNTRY BASED ON CULTURE
 MARKETING MUST TAKE SUBCULTURES INTO
CONSIDERATION, EFFECTIVE MARKETING STRATEGIES
UNDERSTAND THE DIFFERNCES BETWEEN
SUBCULTURES (GROUPS W/ THEIR OWN DISTINCT
BEHAVIOR)
Culture: values, beliefs, preferences, and
tastes passed from generation to
generation

4. SOCIAL INFLUENCE
 SOCIAL CLASSES
 6 CLASSES: UPPER-UPPER; LOWER-UPPER; UPPER-
MIDDLE; LOWER-MIDDLE; WORKING CLASS; LOWER
CLASS
 RANKINGS DETERMINED BY: OCCUPATION, INCOME,
EDUCATION, FAMILY BACKGROUND, AND RESIDENCY
 OPINION LEADERS: BUY BEFORE OTHERS AND THEN
INFLUENCE OTHERS TO PURCHASE THE PRODUCT
We are all part of various social groups
Purchases are often influenced by a
purchasers group membership
ASCH PHENOMENON: ASCH FOUND
THAT THE MAJORITY OF BUYERS
CONFORMED TO THE MAJORITY RULE
EVEN IF IT WENT AGAINST THEIR
PERSONAL BELIEFS OR
PREFERENCES…MEANING WE OFTEN
INFLUENCED BY THE MAJORITY EVEN
WHEN WE DON’T WANT TO BE OR
REALIZE WE ARE

5. FAMILY INFLUENCE
 Purchasing roles within household:
 Autonomic: independently make equal purchase decisions
 Husband dominant: husband makes certain purchase
decisions
 Wife dominant: wife makes certain purchase decisions
 Syncratic role: joint decisions
 These roles of changed over the years due to two income
homes,
Family is MOST important influence in
purchasing due to close interactions
among families
US Census Bureau has reported that
family structure has drastically changed
over the 10 years…today only 50% of
house holds are married

6. Personal Determinants
INTERNAL FACTORS THAT INFLUENCE PURCHASING
 Needs and Motives
 Perceptions
 Attitudes
 Learning

7. NEEDS & MOTIVES
 Maslow’s Hierarchy of Needs (5 level of needs w/each
level needing filled before consumer can move on to
the next level)
 Physiological needs: food, water, shelter, clothing
 Safety Needs: financial and lifestyle security
 Social/Belongingness: desire to be accepted
 Esteem needs: desire to feel accomplished
 Self-Actualization: knowing ones potential and acting
upon it
 *Used my marketers as guideline to consumer behavior
Needs: imbalance between actual and
desired (marketers play on the sense of
urgency making consumers feel needs
Motive: drive inside that pushes someone
toward fulfilling a need

8. PERCEPTION
 Perceptual screens: Marketers use size/color etc. to
appeal to consumer through what the actually see
 Subliminal perception: aimed at subconscious of
consumer
Perception is a result of stimulus factors &
Individual factors
Stimulus: physical characteristics (size,
shape, color)
Individual-unique characteristics (sensory,
experiences)

9. ATTITUDES
 ATTITUDES: COGNITIVE, AFFECTIVE, & BEHAVIORAL
COMPONENTS
 MARKETERS HAVE TO FIND WAYS TO CHANGE
ATTITUDES OF CONSUMERS (MODIFY THE
COMPONENTS OF THE ATTITUDE)
Attitudes: persons like or dislike towards
something

10. LEARNING
 MARKETERS MUST FIND A WAY TO CREATE DESIRED
OUTCOMES FOR CONSUMERS (SHAPING)
 PROMOTIONAL STRATEGIES
Learning: immediate/expected changes in
consumer behavior as a result of
experience (Krutz 188)