WHAT IS

CONSUMER
BEHAVIOR?
M E J O R A D A , J O H N PA U L A .
S U B M I T T E D T O P R O F. A G N E S F. M O N TA L B O
• Consumer Behavior – Refers
to the consumption or purchase
of goods and services to satisfy
the personal needs and wants of
an individual or to satisfy the
needs and wants of an
individual or to satisfy needs
and wants of others.
•When consumers purchase a
product or service, their
decisions are essentially their
own. However, certain
factors affect their choices,
and consequently their
decisions to make these
choices.
FACTORS THAT CAN INFLUENCE
CONSUMER BEHAVIOR
• Several factors that can
influence consumer behavior
these would include
Situational, Social, Personal,
Cultural, Psychological, and
Cultural Factors.
SITUATIONAL FACTORS
• Physical Factors Such as store’s
layout and design may have an
influence in what you buy. If you
caught yourself lost in grocery store or
wonder why the bread is not beside
milk, these are strategically placed
there so you will wander around a
facility, hence, the more you will
spend.
 FA C TO R S
T H AT C A N
INFLUENCE
CONSUMERS
B E H AV I O R
ANGELIKA MALICDEM
SITUATIONAL FACTORS

Situational influences are temporary

conditions that affect how buyers
behave whether they actually buy your
product, buy additional products, or
buy nothing at all from you.
ATMOSPHERICS
Physical factors like store locations, they
include the music played at stores, the
lighting, temperature, and even the smells
you experience
PERSONAL FACTORS

Some of the important personal factors that

influence the buying behavior are: lifestyle,
economic situation, occupation, age,
personality and self concept.
AGE
It is obvious that the consumers change the purchase of goods and services with the passage of
time. Family life-cycle consists of different stages such young singles, married couples,
unmarried couples etc which help marketers to develop appropriate products for each stage .
Teenagers would be more interested in buying bright and loud colour as compared to a middle
aged or elderly individual who would prefer decent and subtle designs.
OCCUPATION
An individual’s nature of job
has a direct influence on the
products and brands he picks
for himself/herself.
PERSONALITY AND SELF CONCEPT
Personality defined is 'the complex of all the attributes--behavioral,
temperamental, emotional and mental--that characterize a unique individual' or
'inner psychological characteristics that both determine and reflect how a person
responds to his or her environment . 'Self concept defined is 'the composite of
ideas, feelings and attitudes that a person has about their own identity, worth,
capabilities and limitations
SOCIAL FACTORS

Every individual has

someone around influencing
their buying decisions. The
important social factors are:
reference groups, family, role
and status
REFERENCE GROUPS

Are the people that individuals

compare themselves with. Every
individual knows some people in the
society who become their idols in
due course of time.
FAMILY
Buyer behavior is strongly influenced
by the member of a family. Therefore
marketers are trying to find the roles
and influence of the husband, wife
and children.
CULTURAL FACTORS

Cultural factors comprise of set of values

and ideologies of a particular community or
group of individuals.
CULTURE AND SUBCULTURE

 Culture is the part of every society and is

the important cause of person wants and
behavior. Each culture contains different
subcultures such as religions, nationalities,
geographic regions, racial groups etc
SOCIAL CLASS

Every society possesses some form of social

class which is important to the marketers
because the buying behavior of people in a
given social class is similar. In this way
marketing activities could be tailored
according to different social classes.
UPPER CLASS
People from upper class generally have a
tendency to spend on luxurious items such as
expensive gadgets, cars, dresses etc
LOWER CLASS
A person who finds it difficult to make ends
meet would rather prefer spending on items
necessary for survival.
MIDDLE CLASS
 
middle class segment generally are more
interested in buying products which would
make their future secure.
 GENDER (MALE/FEMALE)

females are expected to buy and use beauty

products. Males are perceived to be strong
and tough who look good just the way they
are.
PSYCHOLOGICA
L & ECONOMIC
FA C TO R
R E P O R T E D B Y:
PA O L A M A E S J . O R O N C I L L O
PSYCHOLOGICAL FACTOR
Impulsive buying which
Concert
happens when a customer
Ticket experiences a sudden urge to
purchase something
immediately. The impulsive to
buy brings pleasure but may
stimulate emotional conflict.
Also, it has a tendency to occur
with a disregard for its
consequences (Ng & Lee, 2015).
Freud’s Theory of Motivation
Freud assumes that the real
psychological forces shaping
people’s behavior are largely
unconscious. Wherein, a person
cannot fully understand his/her
own motivations.
 Collection is a source of
comfort and a specific
Toy presence when the
collector is alone. The
Collection
toy collections can bring
relief to the collector and
in a deeper sense, it may
lessen the feelings of
doubt and even
depression.
• Beliefs and Attitudes
A customers decisions-making ability can also
be driven by beliefs and attitudes towards a
certain product. This is associated mainly from
perception brought about by brand image, it
could be first or third hand (Young & Pagoso,
2008).
Hiyang is a state of compatibility between
one’s body and something external evaluated
through individuals experience. A person who
finds their hiyang disregard the price, as long as
still within the budget (www.curiousity.ph).
 Example
Jessa uses this shampoo
Shampo because she believes
o that it doesn’t cause
dandruff. While on the
other hand Paola uses it
because it make her hair
straight compared to the
other brand. It’s called
“Hiyang”.
ECONOMIC FACTOR
• This includes a person’s
Wise financial capacity and
Customer stability to spend money
on a product.
• An individuals may find
himself/herself wanting
to purchase something
that he need or want
but lacks money.
 Family income
influences the buying
Family behavior of the family as
a whole.
Basic needs
Educational needs
Shopping goods
Furniture & Appliances
Other expenses
 Physical Vanity
Fashionista A concern for physical
appearance, means
that one feels the need
to corporate with
others in terms of
physical appearances.
 Achievement Vanity
ACHIEVE A concern for achievement
MENT means that one has made
a successful achievement,
and a view for
achievements means that
other people know about
one’s successful
achievement (Netemeyer,
1995).
Filipino Consumer Trends
79 % shop around to buy the most value-for-
money product.
78 % said commercials increase their brand
preference.
77 % said they usually have preferred brands and
types before buying.
76 % said they are more attracted to buy products
that come with free gifts.
Only 48 % agreed that they will buy a product
because they liked the commercial.
 Health and Wellness
HEALTHY
FOODS & Cereals
DRINKS
Yoghurts
Vegetables and Fruits
Bottled Water
Fruit and Vegetables
Juices
Milk
 Hygiene – Germ
HYGIENE Protection Need Arises
Filipinos purchased more
hand sanitizers and baby
wipes since they care
about germ protection.
Filipinos care more about
their hygiene and
purchase products like
panty liners, and sanitary
napkins, etc.
INSTANT
Convenience – Lifestyle
FOODS
on the go
Workers can work odd
hours and often have
very little time to rest.
As a result they eat
instant food. Like
noodles, pasta and
canned meat.
SACHET
PRODUC Growth of Sachet Users
TS
Some FMCG have taken o
packaging their products
in low unit packs and
sachets that requires a
lower price. This is what
we called “Tingi”
 UNDER Brand Trust and Socially
ARMOUR Conscious Consumer
Trust in brand or company is a
major influencer in the
purchase decision. Filipinos are
willing to pay more sustainable
products and services that
come from companies who are
committed to positive social
and environmental impact.