05 consumer behavior. 5 - 1 definitions consumer buyer behavior refers to the buying behavior of...
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05
Consumer Behavior
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Definitions
• Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption
• All of these final consumers combine to make up the consumer market
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Model of Buyer Behavior
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Factors Influencing Consumer Behavior
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Characteristics Affecting Consumer Behavior
Culture•Forms a person’s wants and behavior
Subculture•Groups with shared value systems
Social Class•Society’s divisions who share values, interests and behaviors
CulturalSocialPersonalPsychological
Key Factors
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Characteristics Affecting Consumer Behavior
Groups• Membership• Reference
– Aspirational• Opinion Leaders
– Buzz marketing Family
• Many influencers Roles and Status
CulturalSocialPersonalPsychological
Key Factors
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Characteristics Affecting Consumer Behavior
Age and life cycle Occupation Economic situation Lifestyle
•Activities, interests and opinions•Lifestyle segmentation
Personality and self-concept
CulturalSocialPersonalPsychological
Key Factors
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Characteristics Affecting Consumer
BehaviorMotivation
Needs provide motives Motivation research Maslow’s hierarchy of needs
Perception Selective attention, selective
distortion, selective retention
Learning Drives, stimuli, cues,
responses and reinforcement
Beliefs and attitudes
Cultural Social Personal Psychological
Key Factors
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Attitudes
A predisposition to respond in a consistently favorable or unfavorable wayAn individual’s affective reaction to or overall evaluation of an object, person, action, or concept
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Involvement Involvement Profile:
• Personal interest in a product category• Importance of negative consequences• Probability of making a mistake• Pleasure value of the product category• Sign value of the product category• How closely the product is related to the self
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Types of Buying Decision Behavior
I n v o l v e m e n t
High Low
High brand differences
Low brand differences
COMPLEX
HABITUAL
VARIETY SEEKING
DISSONANCE REDUCING
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The Buyer Decision Process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
Needs can be triggered by:
Internal stimuli• Normal needs
become strong enough to drive behavior
External stimuli• Advertisements• Friends of friends
Process Stages
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Consumers exhibit heightened attention or actively search for information.
• Sources of information: Personal Commercial Public Experiential
• Word-of-mouth
Process Stages
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Evaluation procedure depends on the consumer and the buying situation.
• Most buyers evaluate multiple attributes, each of which is weighted differently.
• At the end of the evaluation stage, purchase intentions are formed.
Process Stages
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Two factors intercede between purchase intentions and the actual decision: Attitudes of others Unexpected situational
factors
Process Stages
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Satisfaction is important: Delighted consumers
engage in positive word-of-mouth.
Unhappy customers tell on average 11 other people.
It costs more to attract a new customer than it does to retain an existing customer.
• Cognitive dissonance is common
Process Stages
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Buyer Decision Process for New Products
New Products Good, service or idea that is
perceived by customers as new.
Stages in the Adoption Process Marketers should help
consumers move through these stages.
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Adoption
Awareness
Interest
Evaluation
Trial
Adoption
New Product Buying
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Adopter Categories Based on Relative Time of
Adoption
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Buyer Decision Process for New Products
Individual Differences in Innovativeness
Consumers can be classified into five adopter categories, each of which behaves differently toward new products.
Product Characteristics and Adoption
Five product characteristics influence the adoption rate.
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RelativeAdvantage
Divisibility
Compatibility
Communicability
Complexity
Making an innovation successful