5-Principles of Marketing

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Copyright 1999 Prentice Hall

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Chapter 5

Chapter 5

PRINCIPLES OF MARKETING

Eighth EditionPhilip Kotler and Gary Armtrong

Con!mer Mar"etand

Con!mer #!yer #eha$ior




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5-2

Consumer Buying Behavior

Consumer Buying Behavior

• Consumer Buying Behavior Consumer Buying Behavior refers tothe buying behavior of finalconsumers (individuals households!"ho buy goods and services for

personal consumption#• $tudy consumer behavior to ans"er%

&&Ho" do consumers respond toHo" do consumers respond to

mar'eting efforts the company mightmar'eting efforts the company mightuse)use)




5-*

5-*

Model of Consumer Behavior

Model of Consumer Behavior

+ar'eting and,ther $timuli

+ar'eting and,ther $timuli

Buyers Blac' Bo.

Buyers Blac' Bo.

Buyers /esponse

Buyers /esponse

Product

Price

Place

Promotion

0conomic

echnological

Political

Cultural

CharacteristicsffectingConsumerBehavior

Buyers3ecisionProcess

Product Choice

Brand Choice

3ealer Choice

Purchaseiming

Purchase

mount




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5-4

Characteristics Affecting

Consumer Behavior

Characteristics Affecting

Consumer Behavior

Buyer

Buyer

Psychological

Personal

$ocial

Culture




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5-5

Factors Affecting Consumer Behavior:

Culture


Culture

$ocial Class

• People "ithin a social classtend to e.hibit similar buying

behavior#• ,ccupation

• ncome

• 0ducation

• 6ealth

$ocial Class

• People "ithin a social classtend to e.hibit similar buying

behavior#

• ,ccupation

• ncome

• 0ducation

• 6ealth

• +ost basic cause of a person7s "ants andbehavior#

• 8alues

• Perceptions

• +ost basic cause of a person7s "ants andbehavior#

• 8alues

• Perceptions

$ubculture

• roups of people "ith sharedvalue systems based on common

life e.periences#• Hispanic Consumers

• frican merican Consumers

• sian merican Consumers

• +ature Consumers

$ubculture

• roups of people "ith sharedvalue systems based on commonlife e.periences#

• Hispanic Consumers

• frican merican Consumers

• sian merican Consumers

• +ature Consumers




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5-:


Social


Social

roups

• +embership

• /eference

roups

• +embership

• /eference

;amily

• Husband< "ife< 'ids

• nfluencer< buyer< user

;amily

• Husband< "ife< 'ids

• nfluencer< buyer< user

/oles and $tatus

/oles and $tatus

$ocial ;actors

$ocial ;actors




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Personal


Personal

Personal nfluencesPersonal nfluences

ge and ;amily >ife Cycle$tage

ge and ;amily >ife Cycle$tage ,ccupation,ccupation

0conomic $ituation0conomic $ituation

>ifestyle dentification>ifestyle dentification

ctivitiesctivities ,pinions,pinions

nterests

nterests

Personality $elf-ConceptPersonality $elf-Concept




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VALS 2 VALS 2

Principle Oriented Status Oriented Action Oriented

AchieversAchievers

ActualizersActualizers

StrugglersStrugglers

StriversStrivers

Fulfilleds

(Innovator)

Fulfilleds

(Innovator)

BelieversBelievers

ExperiencersExperiencers

MakersMakers

Abundant Resources Abundant Resources

Minimal ResourcesMinimal Resources




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VALS – According to S! !nt"l VALS – According to S! !nt"l

!nnovator # These consumers are on the leading edge of change,have the highest incomes, and such high self-esteem and abundant

resources that they can induldge in any or all self-orientations. They

are located above the rectangle. Image is important to them as an

expression of taste, independence, and character . Their consumer

choices are directed toward the "finer things in life."

$hin%ers# These consumers are the high-resource group of those

who are motivated by ideals. They are mature, responsible, well-

educated professionals. Their leisure activities center on their homes,

but they are well informed about what goes on in the world and areopen to new ideas and social change. They have high incomes but

are practical consumers and rational decision makers.

http://en.wikipedia.org/wiki/Independence

http://en.wikipedia.org/wiki/Persona

http://en.wikipedia.org/wiki/Persona

http://en.wikipedia.org/wiki/Independence




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Vals##ctd##Vals##ctd##

Believers# These consumers are the low-resource group of thosewho are motivated by ideals. They are conservative and predictable

consumers who favor merican products and established brands.

Their lives are centered on family, church, community, and the

nation. They have modest incomes.

Achievers# These consumers are the high-resource group of those

who are motivated by achievement. They are successful work-

oriented people who get their satisfaction from their !obs and

families. They are politically conservative and respect authority and

the status uo. They favor established products and services that

show off their success to their peers.




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Strivers# These consumers are the low-resource group of those

who are motivated by achievements. They have values very

similar to achievers but have fewer economic, social, and

psychological resources. #tyle is extremely important to them as

they strive to emulate people they admire.

&'(eriencers# These consumers are the high-resource group of

those who are motivated by self-expression. They are the

youngest of all the segments, with a median age of $%. They have

a lot of energy, which they pour to physical exercise and socialactivities. They are avid consumers, spending heavily on clothing,

fast-foods, music, and other youthful favorites, with particular

emphasis on new products and services.




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Ma%ers# These consumers are the low-resource group of those

who are motivated by self-expression. They are practical people

who value self-sufficiency. They are focused on the familiar-

family, work, and physical recreation-and have little interest in

the broader world. s consumers, they appreciate practical andfunctional products.

Survivors# These consumers have the lowest incomes. They

have too few resources to be included in any consumer self-

orientation and are thus located below the rectangle. They arethe oldest of all the segments, with a median age of &'. (ithin

their limited means, they tend to be brand-loyal consumers.




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Psychological


Psychological

Psychological ;actors

+otivation+otivation

PerceptionPerception

>earning>earning

Beliefs andttitudes

Beliefs andttitudes




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Maslo)"s *ierarchy of +eedsMaslo)"s *ierarchy of +eeds

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

Self Actualization(Self-development)




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$y(es of Buying ,ecisions$y(es of Buying ,ecisions

Comple.

BuyingBehavior

3issonance-

/educing Buying

Behavior

8ariety-

$ee'ingBehavior

Habitual

Buying

Behavior

Highnvolvement

$ignificant

differencesbet"een

brands

;e"differences

bet"een

brands

>o"nvolvement




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$he Buyer ,ecision Process$he Buyer ,ecision Process

Aeed /ecognitionAeed /ecognition

nformation $earchnformation $earch

0valuation of lternatives0valuation of lternatives

Purchase 3ecisionPurchase 3ecision

Postpurchase Behavior Postpurchase Behavior




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$he Buyer ,ecision ProcessSte( -# +eed ecognition

$he Buyer ,ecision ProcessSte( -# +eed ecognition

0.ternal $timuli

• 8 advertising

• +againe ad

• /adio slogan

•$timuli in the

environment

0.ternal $timuli

• 8 advertising

• +againe ad

• /adio slogan

•$timuli in the

environment

nternal $timuli

• Hunger

• hirst

• persons normalneeds

nternal $timuli

• Hunger

• hirst

• persons normalneeds

Aeed /ecognition3ifference bet"een an actual state and a desired state

Aeed /ecognition3ifference bet"een an actual state and a desired state

$h B , i i P




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$he Buyer ,ecision ProcessSte( 2# !nformation Search

$he Buyer ,ecision ProcessSte( 2# !nformation Search

•;amily< friends< neighbors•+ost influential source of information

•dvertising< salespeople•/eceives most information

from these sources

•+ass +edia•Consumer-rating groups

•Handling the product•0.amining the product•sing the product

Personal $ourcesPersonal $ources

Commercial $ourcesCommercial $ources

Public $ourcesPublic $ources

0.periential $ources0.periential $ources




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$he Buyer ,ecision ProcessSte( .# &valuation of Alternatives

$he Buyer ,ecision ProcessSte( .# &valuation of Alternatives

Product Attri/utes0valuation of Duality< Price< ;eatures

Product Attri/utes0valuation of Duality< Price< ;eatures

,egree of !m(ortance

6hich attributes matter most to me

,egree of !m(ortance6hich attributes matter most to me

Brand Beliefs6hat do believe about each available brand

Brand Beliefs6hat do believe about each available brand

$otal Product SatisfactionBased on "hat m loo'ing for< ho" satisfied

"ould be "ith each product

$otal Product SatisfactionBased on "hat m loo'ing for< ho" satisfied

"ould be "ith each product

&valuation ProceduresChoosing a product (and brand! based on one

or more attributes#

&valuation ProceduresChoosing a product (and brand! based on one

or more attributes#

5 2@

$h B , i i P




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$he Buyer ,ecision ProcessSte( 0# Purchase ,ecision

$he Buyer ,ecision ProcessSte( 0# Purchase ,ecision

Purchase ntention3esire to buy the most preferred brand

Purchase ntention3esire to buy the most preferred brand

Purchase 3ecisionPurchase 3ecision

ttitudes

of others

ne.pected

situational

factors

5 21

$h B , i i P




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$he Buyer ,ecision ProcessSte( 1# Post(urchase Behavior

$he Buyer ,ecision ProcessSte( 1# Post(urchase Behavior

Consumers 0.pectations of

Products Performance

Consumers 0.pectations of

Products Performance

3issatisfied

Customer

3issatisfied

Customer $atisfied

CustomerE

$atisfied

CustomerE

Products Perceived

Performance

Products Perceived

Performance

Cognitive 3issonance

5 22

St i th Ad ti P




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Stages in the Ado(tion ProcessStages in the Ado(tion Process

"areness"areness

nterestnterest

0valuation0valuation

rialrial

doptiondoption



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! fl th t f Ad ti



C i ht 1999 P ti H ll

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!nfluences on the ate of Ado(tion

of +e) Products

!nfluences on the ate of Ado(tion

of +e) Products

3ivisibilityCan the innovation

be used on a

trial basis

Compatibility3oes the innovationfit the values and

e.perience of thetarget mar'et

Comple.itys the innovation

difficult tounderstand or use

/elative dvantages the innovation

superior to e.istingproducts

CommunicabilityCan results be easily

observed or describedto others

ProductCharacteristics

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5-Principles of Marketing