customer market and customer buyer behavior

8/3/2019 Customer Market and Customer Buyer Behavior

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Consumer Markets andConsumer Buyer Behavior

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Principles of Marketing


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Learning ObjectivesAfter studying this chapter, you should be able to:

1. Define the consumer market and construct a simplemodel of consumer buyer behavior

2. Name the four major factors that influenceconsumer buyer behavior

3. List and understand the major types of buyingdecision behavior and the stages in the buyer

decision process4. Describe the adoption and diffusion process for new

products

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Chapter Outline

1. Model of Consumer Behavior

2. Characteristics Affecting ConsumerBehavior

3. Types of Buying Decision Behavior

4. The Buyer Decision Process

5. The Buyer Decision Process for NewProducts

6. Consumer Behavior AcrossInternational Borders

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Model of Consumer Behavior

Consumer buyer behavior refers to the

buying behavior of final consumersindividuals and households who buy goodsand services for personal consumption

Consumer market refers to all of the personalconsumption of final consumers

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Model of Consumer Behavior

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Marketing stimuliconsists of the 4 Ps

Product Price

Place

Promotion

Other stimuli include:

Economic forces

Technological forces

Political forces

Cultural forces


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Characteristics Affecting

Consumer Behavior

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Cultural Factors

Buyers culture

Buyers subculture Buyers social class

Social Factors

Reference groups

Family Roles and status


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Consumer Behavior

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Personal Factors

Age and life-cycle

stage Occupation

Economic situation

Lifestyle

Personality and self-concept

PsychologicalFactors

Motivation Perception

Learning

Beliefs and attitudes


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Consumer Behavior

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Culture is the learned values,

perceptions, wants, and behavior fromfamily and other important institutions


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Consumer BehaviorSubculture are groups of people within a

culture with shared value systemsbased on common life experiences andsituations

Hispanic

African American

Asian

Mature consumers

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Consumer Behavior

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Social classesare societys relativelypermanent and ordered divisions whose

members share similar values, interests,and behaviors

Social class is measured by a combinationof occupation, income, education,wealth, and other variables


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Consumer Behavior

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The major American social classes Upper class Middle class Working class Lower class


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Consumer Behavior

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Social Factors

Groups

Membership groups have a direct influenceand to which a person belongs

Aspirational groups are groups to which an

individual wishes to belongReference groups are groups that form a

comparison or reference in forming attitudesor behavior


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Consumer Behavior

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Social FactorsGroups

Opinion leaders are people within a referencegroup with special skills, knowledge,

personality, or other characteristics that canexert social influence on others

Buzz marketing enlists opinion leaders to

spread the word Social networking isa new form of buzz

marketing MySpace.com Facebook.com


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Consumer Behavior

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Social Factors

Family is the most important consumer-buying organization in society

Social roles and status are the groups,

family, clubs, and organizations to which aperson belongs that can define role andsocial status


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Consumer Behavior

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Personal Factors

Personal characteristics

Age and life-cycle stage

Occupation

Economic situation Lifestyle

Personality and self-concept


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Characteristics AffectingConsumer Behavior

Personal Factors

Occupation affects the goods and servicesbought by consumers

Economic situation includes trends in:

Personal income Savings

Interest rates

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Personal Factors

Lifestyle is a persons pattern of living asexpressed in his or her psychographics

Measures a consumers AIOs (activities,interests, and opinions) to capture information

about a persons pattern of acting andinteracting in the environment


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Personal Factors

SRI Consultings Values and Lifestyle(VALS) typology

Classifies people according to how they

spend money and time Primary motivations

Resources


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Personal FactorsPersonality and Self-Concept

Personality refers to the uniquepsychological characteristics that leadto consistent and lasting responses tothe consumers environment


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Psychological Factors

Abraham Maslows Hierarchy of Needs

People are driven by particular needs atparticular times

Human needs are arranged in a hierarchy frommost pressing to least pressing

Psychological

Safety Social

Esteem

Self-actualization


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Perception is the process by which peopleselect, organize, and interpret information toform a meaningful picture of the world fromthree perceptual processes

Selective attention Selective distortion

Selective retention


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Selective attention is the tendency for peopleto screen out most of the information to whichthey are exposed

Selective distortion is the tendency for peopleto interpret information in a way that willsupport what they already believe

Selective retention is the tendency toremember good points made about a brandthey favor and to forget good points aboutcompeting brands


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Learning is the changes in an individualsbehavior arising from experience andoccurs through interplay of:

Drives

Stimuli Cues

Responses

Reinforcement


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Beliefs and Attitudes

Beliefis a descriptive thought that aperson has about something based on:

Knowledge

Opinion Faith


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Attitudesdescribe a persons relativelyconsistent evaluations, feelings, andtendencies toward an object or idea

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Psychological FactorsBeliefs and Attitudes


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Types of Buying Decision Behavior

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Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior Variety-seeking buying behavior


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Complex Buying Behavior

When consumers are highly motivated in apurchase and perceive significant differencesamong brands

Purchasers are highly motivated when:

Product is expensive Product is risky Product is purchased infrequently Product is highly self-expressive


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Dissonance-reducing buying behavioroccurs when consumers are highly involvedwith an expensive, infrequent, or riskypurchase, but see little difference amongbrands

Post-purchase dissonanceoccurs when theconsumer notices certain disadvantages ofthe product purchased or hears favorablethings about a product not purchased


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Habitual buying behavioroccurs whenconsumers have low involvement and

there is little significant brand difference

Variety-seeking buying behavioroccurs when consumers have lowinvolvement and there are significantbrand differences


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The Buyer Decision Process

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Five stages in the buyer decision process

1. Need recognition

2. Information search3. Evaluation of alternatives

4. Purchase decision

5. Post-purchase behavior


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Need Recognition

Need recognition occurs when thebuyer recognizes a problem or needtriggered by:

Internal stimuli External stimuli

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Information Search

Information search is the amount ofinformation needed in the buying processand depends on the strength of the drive,the amount of information you start with, theease of obtaining the information, the valueplaced on the additional information, and thesatisfaction from searching


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Information Search

Sources of information:Personal sourcesfamily and friends

Commercial sourcesadvertising, Internet

Public sourcesmass media, consumerorganizations

Experiential sourceshandling, examining,using the product


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Evaluation of Alternatives

Evaluation of alternatives is how theconsumer processes information toarrive at brand choices


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Purchase Decision

The purchase decision is the act by theconsumer to buy the most preferredbrand

The purchase decision can be affected by: Attitudes of others

Unexpected situational factors


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Post-Purchase Decision

The post-purchase decision is thesatisfaction or dissatisfaction theconsumer feels about the purchase

Relationship between: Consumers expectations

Products perceived performance


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Post-Purchase Decision

The larger the gap between expectationand performance, the greater theconsumers dissatisfaction

Cognitive dissonance is the discomfortcaused by a post-purchase conflict

customer market and customer buyer behavior

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