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Chapter 5
Consumer Markets and Consumer
Buying Behavior
1
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Consumer Buying Behavior
Consumer Buying Behavior refers to thebuying behavior of final consumers -
individuals & households who buy goods andservices for personal consumption.
All these consumers make up the consumermarket.
The central question for marketers is:
How do consumers respond to various marketingefforts the company might use?
2
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Model of Buyer Behavior (Fig. 5.1)
3
Marketing andOther Stimuli
MarketingProductPricePlacePromotion
OtherEconomicTechnologicalPoliticalCultural
Buyers Black Box
Buyer CharacteristicsBuyer Decision Process
Buyer Responses
Product ChoiceBrand ChoiceDealer Choice
Purchase TimingPurchase Amount
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Factors Influencing
Consumer Behavior (Fig. 5.2)
4
Social
Referencegroups
Family
Rolesand
status
Personal
Age andlife-cycle
Occupation
Economicsituation
LifestylePersonality
andself-concept
Psycho-logical
MotivationPerceptionLearning
Beliefs andattitudes
Buyer
Culture
Sub-culture
Socialclass
Cultural
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Factors Affecting Consumer
Behavior: Culture
5
Subculture Group of people with shared
value systems based oncommon life experiences.
Hispanic Consumers
African American Consumers
Asian American Consumers
Mature Consumers
Culture is the Most Basic Cause of a Person'sWants and Behavior.
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Factors Affecting Consumer
Behavior: Culture
6
Culture is the Set of Values, Perceptions, Wants &Behavior Learned by a Member of Society from
Family.
Social Class
Societys relatively permanent& ordered divisions whosemembers share similar values,interests, and behaviors.
Measured by: Occupation,Income, Education, Wealth andOther Variables.
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Factors Affecting Consumer
Behavior: Social
7
GroupsMembership
Reference
Family (most important)Husband, wife, kidsInfluencer, buyer, user
Roles and Status
Social Factors
Family Buying Influence
Children can exert a
strong influence onfamily buying decisions.
Johnson & Johnson remindscustomers of its commitment
to the American Family.
What other companies usechildren to influence
family buying decisions?
Click or press spacebar to return
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Factors Affecting Consumer
Behavior: Personal
8
Personal Influences
Personal Influences
Age and LifeCycle Stage
Age and LifeCycle Stage OccupationOccupation
Personality &Self-Concept
Personality &Self-Concept
EconomicSituation
EconomicSituation
ActivitiesActivities InterestsInterests
Lifestyle IdentificationLifestyle Identification
Opinions
Opinions
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Factors Affecting Consumer
Behavior: Psychological
9
PsychologicalFactors
Affecting
BuyersChoices
Motivation
Perception
Learning
Beliefs andAttitudes
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Maslows Hierarchy of Needs
(Fig. 5.4)
10
Physiological Needs(hunger, thirst)
Safety Needs(security, protection)
Social Needs(sense of belonging, love)
Esteem Needs(self-esteem)
SelfActualization
(Self-development)
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Types of Buying Decision Behavior
(Fig. 5.5)
11
HighInvolvement
Significant
differencesbetween
brandsFew
differencesbetween
brands
LowInvolvement
Complex
BuyingBehavior
Variety-
SeekingBehavior
Dissonance-Reducing Buying
Behavior
HabitualBuying
Behavior
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Buyer Decision Process
(Fig. 5.6)
12
PostpurchaseBehavior
PurchaseDecision
InformationSearch
Need
Recognition
Evaluationof Alternatives
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Buyer Decision Process
Step 1. Need Recognition
13
State Where theBuyers Needsare Fulfilled andthe Buyer is
Satisfied.
Needs Arising
From:
Internal Stimuli
Hunger
External Stimuli-
Friends
Buyer
RecognizesaProblem
or aNeed.
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The Buyer Decision Process
Step 2. Information Search
14
Family, friends, neighborsMost effective source of
informationAdvertising, salespeopleReceives most information from
these sources
Mass Media
Consumer-rating groups
Handling the productExamining the productUsing the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
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The Buyer Decision Process
Step 4. Evaluation of Alternatives
15
Consumer May Use CarefulCalculations & Logical Thinking
Consumers May Buy on Impulse andRely on Intuition
Consumers May Make Buying Decisionson Their Own.
Consumers May Make Buying DecisionsOnly After Consulting Others.
Marketers Must Study Buyers to Find Out
How They Evaluate Brand Alternatives
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The Buyer Decision Process
Step 5. Purchase Decision
16
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
UnexpectedSituational
Factors
Attitudesof Others
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The Buyer Decision Process
Step 6. Postpurchase Behavior
17
Consumers
Expectations of Products Performance.
Products Perceived
Performance.
Dissatisfied Customer
Satisfied Customer!
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Discussion Connections
Form small groups to discuss a specific
major purchase that one of you has made
recently. What type of buying decision was it? (slide
#12)
Discuss the Buyer Decision Process and whatmajor factors influenced your decisions.
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Stages in the Adoption Process
19
Awareness:Consumer is aware of
product, but lacks information.
Interest: Consumer seeks
Information about new product.
Evaluation:Consumer considers
trying new product.
Trial:Consumer tries new
product on a small scale.
Adoption:Consumer decides
to make regular use of product.
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Adopter Categories (Fig. 5.7)
20
Percentage
ofA
dopters
Time of Adoption
Early Late
Innovato
rs
EarlyAdopters
Early Majority
2.5%
13.5%
34% 34%
16%
Laggards
Late Majority
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Influence of Product Characteristics
on Rate of Adoption
21
DivisibilityCan the innovation
be used on atrial basis?
ComplexityIs the innovation
difficult tounderstand or use?
CommunicabilityCan results be easily
observed or describedto others?
CompatibilityDoes the innovation
fit the values andexperience of thetarget market?
Relative AdvantageIs the innovation
superior to existing
products?
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Review of Concept Connections
Define the consumer market and construct a
simple model of consumer buyer behavior.
Name the four major factors that influence
consumer buyer behavior.
List and understand the stages in the buyer
decision process.
Describe the adoption and diffusion process for
new products.
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