MARKETING AN INTRODUCTION

5 Armstrong/Kotler

Understanding Consumer and Business

Buyer Behavior
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall
 Chapter Outline
Consumer Markets and Consumer Buyer Behavior
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior
The Buyer Decision Process
The Buyer Decision Process for New Products
Business Markets and Business Buyer Behavior
Business Markets
Business Buyer Behavior
The Business Buying Process
E-Procurement

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 Consumer Markets and Consumer
Buyer Behavior
Consumer buying behavior refers to
the buying
behavior of
final

consumers.

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 Model of Buyer Behavior

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 Factors Influencing Consumer
Behavior

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 Factors Influencing 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
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 Factors Influencing Consumer
Behavior
Cultural Factors
Subculture is a group of people
with shared value systems
based on
common life
experiences
and situations.

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 Discussion Question
How has your
culture influenced
you as a consumer?
Your subculture
including your
nationality, religion,
racial group, and
geographic region?

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 Factors Influencing Consumer
Behavior
Social Class

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 Factors Influencing Consumer
Behavior
Social Factors

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 Factors Influencing Consumer
Behavior
Personal Factors

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 Factors Influencing Consumer
Behavior
Psychological Factors - Motivation
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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 Factors Influencing Consumer
Behavior
Psychological Factors - Perception
Perception is a process by which
people select, organize,
and interpret
information to
form a
meaningful
picture
of the world.
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 Factors Influencing Consumer
Behavior
Psychological Factors - Learning

Learning
describes
changes in an
individuals
behavior arising
from experience

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 The Buyer Decision Process

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 The Buyer Decision Process for New
Products
Stages in the adoption process

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 The Buyer Decision Process for
New Products

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 Discussion Question

Where do you
see yourself
on the Adopter
Categorization
Curve? Why?

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 The Buyer Decision Process for
New Products
Characteristics important in
influencing innovations rate of
adoption

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 Business Markets and Business
Buyer Behavior
Business buying behavior refers to
the buying behavior of the
organizations that buy goods and
services to:

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 Business Markets
Market Structure and Demand
There are
fewer but
larger buyers
Demand is
derived

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 Business Markets

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 Discussion Question

For your
university or
college, provide
an example of a:
Straight rebuy
Modified rebuy
New task
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 Business Buyer Behavior

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 Business Buyer Behavior
Major Influences

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 The Business Buying
Process

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 E-Procurement

Purchasing
through
electronic
connections
between buyers
and
sellers usually
online.
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