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CHAPTER 6:

UNDERSTAND CONSUMER AND


BUSINESS MARKETS

Copyright © McGraw-Hill Education.  All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill
Education.

McGraw-Hill Education Part 2: Use Information to Drive Marketing Decisions


Learning Objectives
5-1 Define the consumer market and construct a
simple model of consumer buyer behavior.
5-2 Name the four major factors that influence
consumer buyer behavior.
5-3 List and define the major types of buying
decision behavior and the stages in the buyer
decision process.
5-4 Describe the adoption and diffusion process
for new products.

Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights


Reserved.
Consumer Markets and
Buyer Behavior
Consumer buyer behavior
is the buying behavior of final consumers
—individuals and households that buy
goods and services for personal
consumption.

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Reserved.
Consumer Markets and
Buyer Behavior

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Characteristics Affecting
Consumer Behavior

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Characteristics Affecting
Consumer Behavior
Cultural Factors
Culture is the set of basic values, perceptions, wants, and
behaviors learned by a member of society from family and other
important institutions.

Subcultures are groups of people within a culture with shared


value systems based on common life experiences and situations.

Social classes are society’s relatively permanent and ordered


divisions whose members share similar values, interests, and
behaviors
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Reserved.
Characteristics Affecting
Consumer Behavior

Cultural Factors
Major Social Classes
• Upper Class
• Middle Class
• Working Class
• Lower Class
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Characteristics Affecting Consumer Behavior
Social Factors

•Family is the most important


consumer-buying organization in
society.
•Role and status can be defined by a
person’s position in a group.

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Developing Marketing
Information
Psychological Factors
Motivation

Perception

Learning

Beliefs and attitudes

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Characteristics Affecting
Consumer Behavior
Psychological Factors

A motive (or drive)

is a need that is sufficiently pressing to


direct the person to seek satisfaction of the
need.
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Reserved.
Developing Marketing Information

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Types of Buying Decision Behavior
Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

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Types of Buying Decision Behavior

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Figure 5.5 The Buyer Decision Process

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The Buyer Decision Process
Need Recognition
Need recognition is the first stage of the
buyer decision process, in which the
consumer recognizes a problem or need
triggered by:
• Internal stimuli
• External stimuli

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The Buyer Decision Process
Information Search
Information search is the stage of the buyer
decision process in which the consumer is
motivated to search for more information.
Sources of information:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources
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The Buyer Decision Process
Evaluation of Alternatives

Alternative evaluation is the stage of the


buyer decision process in which the
consumer uses information to evaluate
alternative brands in the choice set.

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The Buyer Decision Process
Purchase Decision
Purchase decision is the buyer’s decision
about which brand to
purchase.
The purchase intention may not be the
purchase decision due to:
• Attitudes of others
• Unexpected situational factors
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The Buyer Decision Process
Postpurchase Behavior
Postpurchase behavior is the stage of the
buyer decision process in which
consumers take further action after
purchase, based on their satisfaction or
dissatisfaction.

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The Buyer Decision Process for New
Products
The adoption process is the mental process an
individual goes through from first learning about
an innovation to final regular use.
• Stages in the adoption process include:

Aware Intere Evalua Adop


Trial
ness st tion tion

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The Buyer Decision Process for
New Products
Individual Differences in Innovativeness
• Innovators
• Early Adopters
• Early Mainstream
• Late Mainstream
• Lagging Adopters
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Reserved.
Analyzing and Using Marketing
Information
Influence of Product Characteristics on
Rate of Adoption

Relative advantage Compatibility

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Copyright

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