Documente Academic
Documente Profesional
Documente Cultură
Consumer Markets
and
Consumer Buyer
Behavior
Consumer Buying Behavior 5-2
r e So
ltu c ial
Cu Motives
Attitudes
Needs Consumer
Purchase
Business
Decision Learning
Family
Perception
Personality
Economic
Model of Consumer Behavior 5-4
Buyer’s Characteristics
Decision Affecting
Process
Buyer’s Black Box Consumer
Behavior
Consumer Behavior
Culture
Social
Personal
Psychological
Buyer
Factors Affecting Consumer Behavior: 5-6
Culture
• Most basic cause of a person's wants and
behavior.
• Values
• Perceptions
Subculture Social Class
• Groups of people with shared • People within a social class
value systems based on common tend to exhibit similar buying
life experiences. behavior.
• North Indian Consumers • Occupation
• African American Consumers • Income
• Asian American Consumers • Education
• Mature Consumers • Wealth
Factors Affecting Consumer Behavior: 5-7
Social
Groups
Membership
•
Reference
•
Family
Husband, wife, kids
Social Factors
• •
Personal
Personal Influences
Lifestyle Identification
Activities Opinions
Interests
VALS 2 5-9
Strugglers
Minimal Resources
Factors Affecting Consumer Behavior: 5-10
Psychological
Motivation
Learning
Maslow’s Hierarchy of Needs 5-11
Self
Actualization
(Self-development)
Esteem Needs
( self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Types of Buying Decisions 5-12
High Low
Involvement Involvement
Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior
The Buyer Decision Process 5-13
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
5-14
DECISION MAKING PROCESSES
Need Recognition
Difference between an actual state and a desired state
• Thirst • Magazine ad
• A person’s normal • Radio slogan
needs
•Stimuli in the
environment
The Buyer Decision Process 5-16
•Advertising, salespeople
Commercial Sources •Receives most information
from these sources
•Mass Media
Public Sources •Consumer-rating groups
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.
The Buyer Decision Process 5-18
Purchase Intention
Desire to buy the most preferred brand
Attitudes Unexpected
of others situational
factors
Purchase Decision
The Buyer Decision Process 5-19
Consumer’s Expectations of
Product’s Performance
Product’s Perceived
Performance
Satisfied Dissatisfied
Customer! Customer
Cognitive Dissonance
Stages in the Adoption Process 5-20
Awareness
Interest
Evaluation
Trial
Adoption
Adoption of Innovations
Percentage of Adopters
5-21
Early
34% 34% Laggards
Adopters
13.5% 16%
2.5% Time of Adoption
Early Late
Influences on the Rate of Adoption 5-22
of New Products
Product
Characteristics Compatibility
Divisibility Does the innovation
Can the innovation fit the values and
be used on a experience of the
trial basis? target market?
Complexity
Is the innovation
difficult to
understand or
use?