Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
Consumer Markets and Consumer Buyer Behavior
BUYER BEHAVIOR
CHAPTER 5
DEFINITIONS
Consumer Buying Behavior
Buying behavior of individuals and households that buy products
for personal consumption.
Consumer Market
All individuals/households who buy products for personal
consumption.
6-1
CONSUMER BEHAVIOR
Goal 1: Learn the consumer market & construct model of buyer behavior
MODEL OF
CONSUMER BEHAVIOR
6-5
FACTORS INFLUENCING CONSUMER BEHAVIOR
Personal Social
•Age & lifecycle stage •Household type
Psychological
•Occupation •Reference groups
•Motivation
•Education •Roles & status
•Perception
•Economic situation
•Learning (memory)
•Beliefs & attitudes
•Personality &
self-concept Consumer Buyers’ responses
•Product service &
BUYER DECISION category selection
PROCESS •Brand selection
Marketing programs Experiences •Reseller selection
•Marketing objectives •Purchase timing &
Lifestyle
•Marketing strategy repurchase intervals
•Marketing mix •Purchase amount
Goal 2: Know the four factors that influence consumer buying behavior
CHARACTERISTICS AFFECTING
CONSUMER BEHAVIOR
Groups
Membership
Key Factors Reference
Aspirational
Opinion Leaders
Cultural Buzz marketing
Social Family
Personal Many influencers
Roles and Status
Psychological
Goal 2: Know the four factors that influence consumer buying behavior
CHARACTERISTICS AFFECTING
CONSUMER BEHAVIOR
6-9
PERSONALITY AND SELF-CONCEPT
6-
11
PSYCHOLOGICAL FACTORS
MOTIVATION
A motive is a need that is sufficiently pressing to
direct the person to seek satisfaction
Motivation research is based on Freud; Looks for
hidden and subconscious motivation
Maslow ordered needs based on how pressing they
are to the consumer
Goal 2: Know the four factors that influence consumer buying behavior
MASLOW’S HIERARCHY OF NEEDS
PSYCHOLOGICAL FACTORS PERCEPTION
Perception is the process by which people select,
organize, and interpret information
Perception Includes:
Selective attention
Consumers screen out information
Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
Goal 2: Know the four factors that influence consumer buying behavior
PSYCHOLOGICAL (CONT)
6-
15
TYPE OF BUYING DECISION BEHAVIOR
Complex Variety
Significant
differences buying seeking
between brands behavior buying
behavior
Dissonance
Few differences Habitual
reducing
between brands buying
buying
behavior
behavior
TYPES OF BUYING
DECISION BEHAVIOR
Complex
Highly involved, significant brand differences
Example – computer
Dissonance-reducing
Highly involved, little brand differences
Example – carpeting
Habitual
Low involvement, little brand differences
Example – salt
Variety-seeking
Low involvement, significant perceived brand differences
Example – cookies
3. Alternative evaluation
4. Purchase decision
5. Post-purchase behavior
THE BUYER DECISION PROCESS
Process Stages
Consumers exhibit heightened attention
or actively search for information.
Sources of information:
Need recognition
Personal
Information search
Commercial
Evaluation of alternatives Public
Purchase decision Experiential
Postpurchase behavior Word-of-mouth
Process Stages
Evaluation procedure depends on the
consumer and the buying situation.
Need recognition Most buyers evaluate multiple attributes,
each of which is weighted differently.
Information search
At the end of the evaluation stage, purchase
Evaluation of alternatives intentions are formed.
Purchase decision
Postpurchase behavior
Process Stages
Two factors intercede between purchase
intentions and the actual decision:
Attitudes of others
Need recognition
Unexpected situational factors
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Process Stages
Satisfaction is important:
Delighted consumers engage in
positive word-of-mouth.
Need recognition Unhappy customers tell on average
11 other people.
Information search
It costs more to attract a new
Evaluation of alternatives customer than it does to retain an
Purchase decision existing customer.
Cognitive dissonance is common
Postpurchase behavior
New product
Adoption process