FLIPBOOK MYCOB

MYCOB

By Norwidayati bt. Ahmad
Jabatan Perdagangan
Politenik Merlimau
Melaka

CONSUMER BEHAVIOUR is social psychology
applied to consumption situations. This situation
includes buying, selling, using and disposing of
consumer goods and services. At the end of the

course, students should possess a working
knowledge of attitude, perception, consumer’s
decision-making process and external factors

that influence consumer behavior.

Course Learning Outcomes

Upon completion of this course, students should
be able to:

CLO1 : Analyze the importance of consumer behavior
knowledge to influence the decision-making process in
the marketing field.
CLO2 : Participate as a leader or a member
of the group to discuss the factors that influenced
consumer behavior in marketing activity.
CLO3 : Display the positive value and ethics in
consumerism practices during the marketing
activity in class.

Consumer Behaviour

• Introduction to Consumer Behaviour
• Consumers Decision Making Process
• Individuals factors
• Environmental factors
• Consumerism

INTRODUCTION TO
CONSUMER BEHAVIOUR

In the end of this topic,
students will be able:

 Analyze consumer behavior
 Analyze the factors that influence

the growth of consumer behavior
 Analyze consumer behavior

application

TOPIC 1

Introduction to
Consumer Behaviour

Consumer behavior

The behavior that consumer
display in searching for,

purchasing, using, evaluating,
and disposing of products and
services that they expect will

satisfy their needs.

Interdisciplinary
study of consumer

behaviour

Psychology
Sociology
Anthropology
Economics

Interdisciplinary study
of consumer behaviour

Psychology
The study of the behavior and
mental processes of individuals
(thoughts, beliefs, difficulties,

feelings) of individuals.

Sociology
The study of how individuals
are influenced by groups in

their purchase behavior.
Social influence is an important

factor in understanding
consumer choice.

Anthropology
The study of people in relation
to their cultures which affect

the types of product that
consumers buys.

Economics
This is the study of income and

purchasing power, and its
impact on consumer behaviour.

Factors Influence The
Growth Of Consumer

Behaviour

• Short period of product life
cycle

• Environmental protection
• Consumer protection
• Public policies
• The growth of international

marketing
• The growth of non-profit

marketing development

Understand Consumer
Behavior Application

Market Segmentation
The process of dividing a market
into distinct subset of consumers

with common needs or
characteristics and selecting one
or more segments to target with

a distinct marketing mix.

Bases for segmentation

Geographic segmentation
It divides the market by location such as
nation, regions, states, countries, cities or
neighbourhoods

Demographic segmentation
Demographic segmentation is refers to the
vital and measureable statistics of
population.

Psychographic segmentation
Psychographic segmentation divides buyers
into different groups based on social class,
lifestyle or individual personality.

Behavioral Segmentation
Dividing a market into groups based on
consumer knowledge, attitude, use or
response to product.

Marketing plan

A written document containing
description and guidelines for an

organization’s or a product’s
marketing strategies, tactics and

programs - for offering their
products and services over the
defined planning period, often

one year.

De-Marketing
De-marketing basically refers to

when a company discourage its
customers to buy the product

produced by them.

Consumer behaviour
application in societal
and non-profit
marketing

Societal marketing

Societal Marketing is based on
the principle of societal welfare.

It emphasizes that an
organization must make strategic

marketing decisions keeping in
mind the consumer wants, the
organizational needs and most

important the long term
interests of the society.

Non-profit marketing

A non-profit organization does
not exist in order to generate

profits for stockholders or
owners, its income is retained to
fund operational activities and

expenses.

Education to the
consumers

Consumer education is the
process of supporting citizens to
become more skilled, literate and

responsible as consumers.

It helps people to improve their
understanding of goods and

services and develop the skills
and confidence to become more

aware of their rights in the
consumer market, make better
informed choices and know where

to go for help.

CONSUMERS DECISION
MAKING PROCESS

In the end of this topic,
students will be able:

 Analyze the concept of consumer
decision making

 Analyze consumers’ acceptance of
new products and services

TOPIC 2

Consumers Decision Making
Process

The Concept Of
Consumer Decision Making

A process of gathering and
processing information,

evaluating it and selecting the
best possible option so as to
solve a problem or make a buying

choice.

Individual role in buying
decision process

Initiator
Influencer

Decider
Buyer
User

TOPIC 2

Consumers Decision Making
Process

The model Of
Consumer Decision Making

TOPIC 2

Consumers Decision Making
Process

Need/Problem recognition
• The first stage of the buyer decision

process is recognizes a problem or
need.
• There are two different types of
needs or problem recognition – the
actual and desired state.

Information search
• The stage of buyer decision in which

the consumer search for product
information.
• The consumer may have heightened
attention or may go into active
information search.
• Information sources - internal and
external

TOPIC 2

Consumers Decision Making
Process

Evaluation of alternatives
• The stage of buyer decision in which

the consumer uses information to
evaluate brand choice. Consumers try
to determine how well a product or
service satisfies a particular need.
• Criteria used for evaluating brands -
Evoked set, Inept set, Inert set.

Purchase decision
• The stage of the buyer decision

process in which the consumer
actually buys the product. The
consumers should have identified the
best brand or alternative.
• Consumers make three types of
purchases; trial, repeat and long-
term commitment purchase.

TOPIC 2

Consumers Decision Making
Process

Post purchase decision
• In the final stage of consumer

decision making process the
consumer evaluates or analysis the
purchased product, usefulness of the
product, satisfaction delivered from
the product, value of the product
with respect to the need fulfilment
of the consumer.

• There are three possible
expectation: Actual performance
matches expectations, Performance
exceeds expectations and
Performance is below expectation

TOPIC 2

Consumers Decision Making
Process

Consumers’ Acceptance Of
New Products And Services
The diffusion process is the

process by which the
acceptance of an innovation is

spread by communication
(mass media, sales people, or

informal conversations) to
members of a social system
(a target market) over a period

of time.

New product characteristics
that influence consumer
acceptance:

• Relative advantage
• Compatibility
• Complexity
• Trialability
• Observability

TOPIC 2

Consumers Decision Making
Process

Stages in adoption process

• Awareness (introduction stage)
• Interest (information-gathering

stage)
• Evaluation (consideration stage)
• Trial (sampling stage)
• Adoption /Rejection (buy or not

buy stage)

Types of adopters

• Innovators
• Early adopters
• Early majority
• Late majority
• Laggards

TOPIC 2

Consumers Decision Making
Process

Percentage of adopters by
category sequence

INDIVIDUAL FACTORS

In the end of this topic,
students will be able:

 Discuss motivation
 Interpret personality
 Discuss perception
 Seek learning
 Discuss attitude

TOPIC 3

Individual factors

Motivation

Motivation is the driving force
within the individuals that impels

them to take action.

This driving force is produced by
state of tension, which exists as
the result of an unfulfilled need.

TOPIC 3

Individual factors

Motivation theories

a. Maslow’s Hierarchy of needs
theory

TOPIC 3

Individual factors

Motivation theories

Maslow’s Hierarchy of needs
theory

TOPIC 3

Individual factors

Motivation theories

b. Trio need theory

TOPIC 3

Individual factors

The dynamics of
motivation

• Needs are never fully satisfied
• New needs emerge as old need

are satisfied
• Success and failure influence

goals
• Multiplicity of needs and

variation of goals

TOPIC 3

Individual factors

Personality

Personality can be defined as the
inner psychological characteristics

that both determine and reflect
how a person responds to his or

her environment.

The nature of
personality

• Personality reflects
individual differences

• Personality is consistent and
enduring

• Personality can change

TOPIC 3

Individual factors

Theories of personality

There are three major theories of
personality:

• Freudian theory
• Trait theory
• Self-concept theory

Freudian theory
Freud implicated the structure of

the mind, namely id, ego and
superego and how conflicts among

these constituent parts are
resolved in shaping human

personality.

TOPIC 3

Individual factors

Freudian theory

Trait theory
A trait is any characteristics in
which one person different
from another.
Traits are the features of an
individual or tendency of an
individual in a particular manner.

TOPIC 3

Individual factors

Self-concept theory
The self-concept theory refers to

individual thoughts and feelings
based on identifying

himself/herself as an object for
reference.

Dimension of self-concept

TOPIC 3

Individual factors

Perception
Perception is defined as the
process by which an individual
selects, organizes and interprets
stimuli into a meaningful and
coherent picture of the word.

TOPIC 3

Individual factors

Perception

The stages of perception

TOPIC 3

Individual factors

Perception

The internal and external factors
influencing perception

a. Internal factors
Needs and Desires
Personality
Experience

b. External factors
Size

Intensity
Frequency

Status
Contrast
Position
Novelty
Repetition
Colour & Movement

TOPIC 3

Individual factors

• LEARNING

Learning
Consumer learning can be thought

of as the process by which
individuals acquire the purchase
and consumption knowledge and

experience that they apply to
future related behavior.

Elements in consumer
learning

• Motivation
• Cues

• Response
• Reinforcement

TOPIC 3

Individual factors

Learning theory
a. Classical conditioning theory

According to Pavlov theory,
conditioned learning results when

a stimulus that is paired with
another stimulus that elicits a
known response serves to produce
the same response when used

alone.

TOPIC 3

Individual factors

Strategic application of
classical conditioning

Three basic concepts derive
from classical conditioning:

Repetition
Stimulus generalization
Stimulus discrimination

Attitude

According to Schiffman and
Kanuk (2010), attitude is a
learned predisposition to behave
in a consistently favorable or
unfavorable way which respect

to given object.

TOPIC 3

Individual factors

Characteristics of attitude
• The attitude “object”
• Attitudes are learned

• Attitudes have consistency
• Attitudes occur within a
situation

Strategies of attitude change
• Changing the basic motivational

function
• Associating the product with an

admired group or event
• Resolving two conflicting

attitudes
• Altering components of the multi

attributes model
• Changing consumer beliefs about

competitors’ brands

ENVIRONMENTAL
FACTORS

In the end of this topic,
students will be able:

 Discuss the influence of culture
and sub-culture towards
consumer behavior

 Discuss how social class
influences consumer behavior

 Discuss reference groups and
family influences

TOPIC 4

Environmental factors

The Influence Of Culture And
Sub-culture Towards
Consumer Behaviour

Culture is defined as sum total of
learned beliefs, values and customs
that serve to direct the consumer

behavior of members of a
particular society.

Components in the
culture
• Value
• Custom

• Language and symbol
• Belief

TOPIC 4

Environmental factors

Characteristic of culture

Culture satisfied needs
The invisible hand of culture
Culture is learned

• Formal learning
• Informal learning
• Technical learning

Culture is dynamic

Define sub-culture

Sub-culture can be defined as
distinct cultural group that
exists as an identifiable

segment within a larger, more
complex society.

TOPIC 4

Environmental factors

5 major subculture
Geographic and regional subculture
Religion
Race
Age

• Gen Y, Gen X, Baby boomers, Seniors

Gender

Social class

A continuum which includes a
range of social positions on
which each member of society
can be placed, divided into a
small number of specific social

classes or strata.

TOPIC 4

Environmental factors

Social status
A relative rankings of members of

each social class in terms of
specific status factors.

Categories of social class
profiles

The upper-upper social class
The lower upper social class

The upper-middle class
The lower-middle class

The working class
Upper-lower class
The lower-lower class

TOPIC 4

Environmental factors

Evaluate selected consumer
behavior applications of social

class

• Clothing, fashion and shopping
• The pursuit of leisure
• Saving, spending and credit
• Social class and communication

Reference Group

A group that an individual can
identify with, and one which
guides his/her future behaviour
depending on specific situational

circumstances.

TOPIC 4

Environmental factors

• Membership
A membership group is one to which
a person belongs or qualifies for
membership.
• Type of contact
Types of contact refers to
whether the communication or
interaction process is a direct or
indirect one.
• Attraction
Attraction is referred to the level
of desirability that membership
within a group has for the
individuals.

Dissociative group
Associative group
Aspirational group

TOPIC 4

Environmental factors

The influence of reference
groups

Reference group influence can
take three forms:

• Informational influence
Informational influence occurs when an

individual uses the behaviours and
opinions of reference group members

as potentially useful bits of
information.

• Normative influence
Normative influence sometimes

referred to as utilitarian influence,
occurs when an individual fulfills group

expectations to accomplish direct
rewards or avoiding consent

• Identification influence

TOPIC 4

Environmental factors

• Identification influence
Identification influence called value-

expressive influence, occurs when
individuals have internalized the group’s

values and norms.
.

Family

Family is defines as two or more
persons related by blood, marriage,

or adoption who reside together.

Functions of family

• Economic well-being
The family who forms their family
for economic security, providing
financial.

TOPIC 4

Environmental factors

Functions of family

• Emotional support
The provision of emotional
nourishment (including love,

affection, and intimacy) to its
members is an important core
function of the contemporary family.

• Suitable family lifestyles
Upbringing, experience, and the

personal and jointly held goals of the
spouses determine the importance
placed on education or career, on
reading, on television viewing, on the
learning of computer skills, on the

frequency and quality of dining out, and
on the selection of the other

entertainment and recreational
activities.

TOPIC 4

Environmental factors

Family decision making and
consumption-related roles

Family decision making is the process
by which decisions that directly or
indirectly involve two or more family
members are made.

Influencers
Family member(s) who provide
information to other members about

a product or service

Gatekeeper
Family member(s) who control the flow

of information about a product or
service into the family

TOPIC 4

Environmental factors

Deciders
Family member(s) with the power to

determine unilaterally or jointly
whether to shop for, purchase, use,
consume or dispose a specific product

or service.

Buyers
Family member(s) who make the actual

purchase of particular product or
service.

Preparers
Family member(s) who transform the

product into a form suitable for
consumption by other family members.

Users
Family member(s) who use or consume a

particular product or service.

TOPIC 4

Environmental factors

Maintainers
Family member(s) who service or repair

the product so that it will provide
continued satisfaction

Disposers
Family member(s) who initiate or carry
out the disposal or discontinuation of a

particular product or service