Consumer behavior from an anthropological point of view [3rd resource]

Consumer markets and consumer buyer behavior – Mehmet Cihangir

In this SlideShare presentation, the author presents what can influence the consumer behavior, on a sociological point of view. He also tries to go deeper in the consumer buying behavior and establishes 4 kinds of buying decision behavior.

 

a)      Characteristics affecting consumer behavior

Cultural – 25% to 50% of behavior is culturally determined. Thus, it is important for companies to look at cultural variation to understand variation in behavior.

For the author, there are 3 important things in the Culture:

- Culture: forms a person’s wants and behaviors - Subculture: groups who share value systems 
- Social class: share values, interests and behaviors

Social – every person can have influence on somebody. Thus, it is important to know who the influencers are.

- Groups: membership, reference, opinion leaders- Family 
- Roles and status

Personal – what define our personality is also a characteristic which can affect our buying behavior.

-          Age and life circle

- Occupation - Economic situation 
- Lifestyle 
- Personality and self-concept

Psychological – the way in which we see things and we interpret them are also a main characteristic: 

- Motivation and learning (same idea as John V. Petrof)

-     Perception (process by which people select, organize and interpret information)

Beliefs and attitudes

b)      Types of buying decision behavior

Complex → highly involved, significant brand differences (ex: computer)

Dissonance-reducing → highly involved, little brand differences (ex: carpeting)

Habitual → low involvement, little brand differences (ex: salt)

Variety-seeking → low involvement, significant perceived brand differences (ex: cookies)

Source:

-  http://fr.slideshare.net/mehmetcihangir/consumer-markets-and-consumer-buyer-behavior-presentation