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Consumer Markets and Consumer Buyer Behaviour

Chapter 7 PowerPoint slides Express version

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Principles of Marketing, Sixth Canadian Edition

Learning Objectives
After studying this chapter, you should be able to:
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Define the consumer market and construct a simple model of consumer buyer behaviour Name the four major factors that influence consumer buyer behaviour List and understand the major types of buying-decision behaviour and the stages in the buyer decision process Describe the adoption and diffusion process for new products

Principles of Marketing, Sixth Canadian Edition

Model of Buyer Behaviour


Consumer buying behaviour:
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Buying behaviour of final consumers Purchase goods and services for personal consumption

Consumer market:
All individuals and households Buy or acquire goods and services for consumption
Figure 7.1

Principles of Marketing, Sixth Canadian Edition

Factors Influencing Consumer Behaviour


Culture:
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Basic values, perceptions, wants and behaviours Learned from family and important institutions

Subculture:
Group of people with shared value systems Based on common life experiences and situations
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

Factors Influencing Consumer Behaviour


Canadian subcultures of interest:
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Native Canadians Ethnic groups French Canadian

Social class
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

Factors Influencing Consumer Behaviour


Social factors:
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Groups: reference, membership, and aspirational groups Opinion leader Family Roles and Status
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

Factors Influencing Consumer Behaviour


Personal factors:
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Family life cycle Occupation Economic situation Lifestyle: activities, interests, and opinions (AIOs) Personality and self-concept: brand personality
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

Factors Influencing Consumer Behaviour


Psychological factors:
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Motivation: needs and motives, Maslows Hierarchy of Needs Perception: selective attention, distortion, and retention Learning: drives, stimuli, cues, responses, and reinforcement Beliefs and attitudes
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

Four Types of Buying Decision Behaviour


Based on:
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Degree of involvement Degree of perceived differences between brands Influences promotional strategies
Figure 7.5

Principles of Marketing, Sixth Canadian Edition

The Buyer Decision Process


Need recognition:
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Triggered by internal or external stimuli Must reach an intensity high enough to become a drive

Information search:
Memory (internal) search External search: personal, commercial, public, experiential sources of information Word-of-mouth sources are most influential

Figure 7.6

Principles of Marketing, Sixth Canadian Edition

The Buyer Decision Process


Evaluation of alternatives:
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The process of evaluating information to make a decision Attributes and importance weights are chosen Alternatives compared against the criteria

Purchase decision:
Attitudes of others and unexpected situational factors May come between purchase intention and decision

Figure 7.6

Principles of Marketing, Sixth Canadian Edition

The Buyer Decision Process


Postpurchase behaviour:
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Relationship between consumer expectation and perceived performance Cognitive dissonance Customer satisfaction is key to customer loyalty

Figure 7.6

Principles of Marketing, Sixth Canadian Edition

Adoption of New Product Innovations


Stages in the adoption process:
Awareness, interest, evaluation, trial, and adoption
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Influence of product characteristics on rate of adoption:


Relative advantage Compatibility Complexity

Divisibility Communicability

Figure 7.7

Principles of Marketing, Sixth Canadian Edition

In Conclusion
The learning objectives for this chapter were:
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Define the consumer market and construct a simple model of consumer buyer behaviour Name the four major factors that influence consumer buyer behaviour List and understand the major types of buying-decision behaviour and the stages in the buyer decision process Describe the adoption and diffusion process for new products

Principles of Marketing, Sixth Canadian Edition