Chapter 3

• Consumer Buying Behavior refers to the buying behavior of final consumers, both individual and households, who buy goods and services for personal consumption.
• Buying Behavior is the decisive process of people involved in buying and using products.
• Culture is a factor that influences any behavior and is the most cause of a person’s wants and behavior.
• Culture refers to the set of values, ideas, and attitudes which are accepted by a homogenous group of people and transmitted to the next generation.
• Each culture contains smaller subcultures, groups of people with shared value systems based on common experiences and situations.
• Social Class is a relatively permanent and ordered division in a society whose members share similar values, interests, and behavior.
• Social Class influences several aspects of our lives, for example upper middle-class people prefer luxury accommodation.
• Social class determines to some extent, the types of quality, and quantity of products that a person purchase or uses.
• Groups that have a direct influence and to which a person belongs are called membership groups.
• Reference groups serve as direct (face-to-face) or indirect points of comparison or reference in forming a person’s attitudes or behavior.
• The personal words and recommendations of trusted friends, associates, and other consumers tend to be more credible than those coming from commercial sources.
• Personality refers to distinguishing psychological characteristics that disclose a person’s relatively individualized, consistent, and enduring responses to the environment.
• Beliefs and attitudes are descriptive thoughts that a person holds about something and relatively consistent evaluations, feelings, and tendencies toward an object or an idea.
• Learning describes changes in a person’s behavior arising from experience.
• The buyer decision process starts when the buyer recognizes a problem or need.
• Organizational customers often involve large sums of money, complex technical, economic considerations, and interactions among many people at all levels of the organization.
• Perception is the process of selecting, organizing and interpreting information inputs to produce meaning.
• Organizational buying often involves conventions, association meetings, corporate meetings, small groups, and incentive travel.
• Purchase decision is a process where the consumer ranks brands in the choice set and forms purchase intentions.
• Evaluation of alternatives is a process where the customer chooses from the alternatives which are available in the market.
• Post purchase behavior is a process where the marketer’s job does not end when the customer buys a product.
• Information search is a process where a stirred consumer may or may not search for more information.
• Motivation is a need that has been aroused to a sufficient level of intensity.
• Social networking media range from blogs to social networking sites such as Facebook and YouTube to entire virtual worlds, such as second life.
• Family members have a strong influence on buyer behavior.
• Marketers must understand that many family decisions are made by the family unit.
• Consumer behavior starts in the family unit.
• A role consists of the activities that a person is expected to perform according to the persons around him or her.
• Each role carries a status reflecting the general esteem given to it by society.
• People often choose products that show their status in society.
• Each person’s personality influences his or her buying behavior.
• Qualified supplies ae invited to submit proposals in the Organizational Buying Process.
• Influencers directly influence the buying decision but do not themselves make the final decision in the Organizational Buying Process.
• During this phase the buyer determines if the product meets the buyer’s specifications and if the buyer will purchase form the company again in the Organizational Buying Process.
• The suppler responds by offering the buyer a formal contract in the Organizational Buying Process.
• Once the general requirements have been determined, the specific requirements for the product can be developed in the Organizational Buying Process.
• Each participant in the buying decision process has personal motivations, perceptions, and preferences in the Organizational Buying Process.
• Deciders select product requirements and suppliers in the Organizational Buying Process.
• Buyer and seller are often very dependent on each other in the Organizational Buying Process.
• Approvers authorize the proposed actions of deciders or buyers in the Organizational Buying Process.