Describe and explain the characteristics that affect consumer behavior and outline the consumer decision-making process as it relates to a product of your choice.

SECTION 1-INTRODUCTION Consumer buyer behavior looks at “the buying behaviour of final consumers-individuals who buy goods and services for personal consumption” (Kotler et al, 2005). Consumers are influenced by the characteristics of the five phases that is necessary to making a purchasing decision. Deodorant is a substance used as a means of limiting body odour, whilst antiperspirant eradicates bodily odours. The major competitors in this market include Unliever (who own Lynx and Sure for Men), Procter and Gamble (who own Right Guard and the Gillette series), Beiersdorf (who own the NIVEA for Men range) and Sara Lee Douwe Egberts (who distribute Sanex for Men brand) (Keynote, 2008a). As of January 2007, the deodorant market was worth £459 million, but the market growth has been stifled in terms of its value (Mintel, 2009a). The “under 25s are the most sensitive to body odour and are the highest-volume users of deodorants and bodysprays (Mintel, 2009b). They account for the highest volume of users, with their share worth £110 million in 2008, but a minimal 1% of the products introduced were “teen-specific” (Mintel, 2009c). The usage has decreased in use since the very hot summer of 2003 (Mintel, 2009d). This report will examine the characteristics of the consumer buying process and apply it to the purchase of a deodorant by a university student in his early 20s who is looking for a cheap and affordable deodorant. This report will also take into account a high involvement product, e.g. a car, against a low involvement product, such as a notepad to write upon

SECTION 2- THE CHARACTERISTICS THAT AFFECT CONSUMER BEHAVIOUR

Customer purchases are affected strongly by four characteristics, and they are social, personal, psychological and personal (Kotler et al. 2005b). Cultural factors are the set of basic values, perceptions, wants and behaviours of an individual. Concerning deodorants, society has the perception that “cleanliness is next to godliness” and deodorants helps a person to achieve this. “A consumer’s behaviour is influenced by social factors, such as the consumer’s small groups, family, and social roles and status” (Kotler et al, 2005c). A consumer’s family is very important to them as the consumer has total confidence and trust in their family’s advice. When looking for a new deodorant, the consumer who has sensitive skin might ask a family member as they might have had the same problem as the customer, and would be looking for recommendations as to which products should be purchased. In addition, another factor to consider would be the consumer’s social status. This is essential to the consumer because they would feel that they have to maintain their esteem in the eyes of their peers. This is evident, as the consumer would want to continue presenting an image of cleanliness to his peers as a means of maintaining his social position. Personal factors deal strictly with the individual, such as the buyer’s age, occupation, occupation, lifestyle and personality. This is essential to the consumer as this ensures that they have a sense of individuality. With relation to deodorant, someone who has sensitive skin would buy a deodorant recommended by dermatologists. This pharmacist would prescribe it or bought over the counter depending on how serious the skin condition is. Psychological factors include the consumers’ perceptions, their beliefs and attitudes, learning and motivation. Beliefs and attitudes and perceptions seem better suited to deodorants as they tend to look at the viewpoint of the consumer with regard to the product in question. Belief is the “descriptive thought someone has about something” (Kotler et al, 2005d). A consumer may feel that with a product that “things that are natural are good and things that are synthetic are bad”