Consumer Markets and

Consumer Buyer Behaviour

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Principles of Marketing, Sixth Canadian Edition

 7.2
Learning Objectives

• After studying this chapter, you should be able to:

– Define the consumer market and construct a simple model of
consumer buyer behaviour
Copyright © 2005 Pearson Education Inc.

– 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

 7.3
Model of Buyer Behaviour

• Consumer buying behaviour:

– Buying behaviour of final consumers
– Purchase goods and services for personal consumption
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• Consumer market:
– All individuals and households
– Buy or acquire goods and services for consumption

Figure 7.1

Principles of Marketing, Sixth Canadian Edition

 7.4
Factors Influencing Consumer Behaviour

• Culture:
– Basic values, perceptions, wants and behaviours
– Learned from family and important institutions
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• Subculture:
– Group of people with shared value systems
– Based on common life experiences and situations
Figure 7.2

Principles of Marketing, Sixth Canadian Edition

 7.5
Factors Influencing Consumer Behaviour

• Canadian subcultures of interest:

– Native Canadians
– Ethnic groups
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– French Canadian
• Social class

Figure 7.2

Principles of Marketing, Sixth Canadian Edition

 7.6
Factors Influencing Consumer Behaviour

• Social factors:
– Groups: reference, membership, and aspirational groups
– Opinion leader
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– Family
– Roles and Status

Figure 7.2

Principles of Marketing, Sixth Canadian Edition

 7.7
Factors Influencing Consumer Behaviour

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

Principles of Marketing, Sixth Canadian Edition

 7.8
Factors Influencing Consumer Behaviour

• Psychological factors:
– Motivation: needs and motives, Maslow’s Hierarchy of Needs
– Perception: selective attention, distortion, and retention
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– Learning: drives, stimuli, cues, responses, and reinforcement

– Beliefs and attitudes

Figure 7.2

Principles of Marketing, Sixth Canadian Edition

 7.9
Four Types of Buying Decision Behaviour

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

Principles of Marketing, Sixth Canadian Edition

 7.10
The Buyer Decision Process

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

 7.11
The Buyer Decision Process

• Evaluation of alternatives:
– The process of evaluating information to make a decision
– Attributes and importance weights are chosen
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– 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

 7.12
The Buyer Decision Process

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

Figure 7.6

Principles of Marketing, Sixth Canadian Edition

 7.13
Adoption of New Product Innovations

• Stages in the adoption process:

– Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of adoption:
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– Relative advantage
– Compatibility
– Complexity
Figure 7.7
– Divisibility
– Communicability

Principles of Marketing, Sixth Canadian Edition

 7.14
In Conclusion…

• The learning objectives for this chapter were:

– Define the consumer market and construct a simple model of
consumer buyer behaviour
Copyright © 2005 Pearson Education Inc.

– 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