Chapter 5 - Understanding Consumer - Business Buyer Behavior

MARKETING AN INTRODUCTION
5 Armstrong/Kotler
Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall

Chapter Outline
A. Consumer Markets and Consumer Buyer Behavior
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
B. The Buyer Decision Process
C. The Buyer Decision Process for New Products
D. Business Markets and Business Buyer Behavior
- Business Markets
- Business Buyer Behavior
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(Armstrong, Kotler & Opresnik)
A. Consumer Markets and Consumer Buyer
Behavior
Consumer buying behavior refers to the
buying behavior of final consumers
Consumer market individuals and households

that buy goods and services for personal
consumption.
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Model of Buyer Behavior

Factors Influencing Consumer
Behavior

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.

Cultural Factors
Subculture is a group of people with shared value

systems based on common life experiences and
situations. Subcultures include nationalities,
religions, racial groups and geographic regions.

Cultural Factors
• Social class use society’s relatively

permanent and ordered divisions whose
members share similar values, interests
and behaviors.
• Social class is not determined by a single
factor, such as income, but is measured as
a combination of occupation, income,
education, wealth and other variables.

2. Social Factors
Groups and Social Networks
Membership Aspirational Reference

Groups Groups Groups
• Groups with • Groups an • Groups that
direct individual form a
influence wishes to comparison
and to which belong to or reference
a person in forming
belongs attitudes or
behavior

2. Social Factors
Groups and Social Networks

i. Online social networks
ii. Word of mouth
iii. Opinion leaders
iv. Buzz marketing

Social Factors
i. Online social networks

• They are online social communities –
blogs, social networking Web sites
and other online communities – where people
socialize or exchange information and
opinions.

Social Factors
ii. Word-of-mouth influence

• The personal words and recommendations
of trusted friends, associates and other
consumers tend to be more credible than
those coming from commercial sources
such as advertisements or salespeople.

Social Factors
iii. Opinion leaders

• They are people within a reference group
who, because of special skills, knowledge,
personality or other characteristics, exert
social influence on others.

Social Factors
iv. Buzz marketing

• Involves enlisting or even creating opinion
leaders to serve as “brand ambassadors”
who spread the word about a company’s
products.

Social Factors
Roles and Status
• A role consists of the activities people are
expected to perform according to the
people around them.

Social Factors
Family
• The family is the most important consumer
buying organization in society.

Personal Factors
Age and Life-Cycle Stage
• People change the goods and services
they buy over their life-times.
• Marketers often define their target markets
in terms of life-cycle stage and develop
appropriate products and marketing plans
for each stage.

Personal Factors
Occupation
• A person’s occupation affects the goods
and services bought.
Economic Situation
• A person’s economic situation will affect his
or her store and product choices.
• Marketers watch trends in personal
income, savings and interest rates.
Personal Factors
Lifestyle
• Lifestyle is a person’s pattern of living as
expressed in his or her psychographics.
• It involves measuring consumers’ major
AIO dimensions.

Personal Factors
Personality and Self-Concept

• Personality refers to the unique psychological
characteristics that distinguish a person or
group, that lead to relatively consistent and
lasting responses to one’s own environment.
• Personality is usually described in terms of

traits such as self-confidence, dominance,
sociability, autonomy, defensiveness,
adaptability and aggressiveness. Copyright 2017 Pearson Education, Ltd 5- 20
Personal Factors
• A brand personality is the specific mix of

human traits that may be attributed to a
particular brand.
• A person’s self-concept (or self-image) is
that people’s possessions contribute to and
reflect their identities.

Psychological Factors
Motivation
• A motive (or drive) is a need that is
sufficiently pressing to direct the person to
seek satisfaction of the need.
• A drive is a strong internal stimulus that

calls for action.
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A drive becomes a motive when it is

directed toward a particular stimulus
object.
Cues are minor stimuli that determine
when, where and how the person
responds.

Abraham
Maslow
sought to
explain why
people are
driven by
particular
needs at
particular Copyright 2017 Pearson Education, Ltd
4 - 24

Perception
Perception is a process by which people select,
organize and interpret information to form a
meaningful picture of the world.
Perception process:
• 1) Selective attention is the tendency for
people to screen out the information to
which they are exposed
2) Selective distortion describes the

tendency of people to interpret
information
in a way that will support what they
already believe.
3) Selective retention means that
consumers
are likely to remember good points made
Learning
Learning describes changes in an individual’s
behavior arising from experience.

Beliefs and Attitudes
A belief is a descriptive thought that a
person has about something.
Attitude describes a person’s relatively
consistent evaluations, feelings and
tendencies toward an object or idea.

B. The Buyer Decision Process

The Buyer Decision Process
Need Recognition
• The buyer recognizes a problem or need.
• The need can be triggered by:
- Internal stimuli
- External stimuli

Information Search
• An interested consumer may or may not
search for more information.
• Sources of information:
- Personal sources (family, friends, neighbors,
acquaintances)
- Commercial sources (advertising, salespeople,
dealer Web sites, packaging, displays)

- Public sources (mass media, consumer

rating organizations, Internet searches)
- Experiential sources (handling,
examining, using the product)

Evaluation of Alternatives
• Refers to how consumers process
information to arrive at brand choices.
• In some cases, consumers use careful
calculations, logical thinking & situation.
• At other times, the same consumers do
little or no evaluating. Instead they
buy on impulse and rely on intuition.

Purchase Decision
• Generally, the consumer’s purchase
decision will be to buy the most preferred
brand.
• 2 factors can come between the purchase
intention and the purchase decision:
- Attitudes of others
- Unexpected situational factors

Postpurchase Behavior
• The difference between the consumer’s
expectations and the product’s perceived
performance will determine how satisfied
the consumer is.
• If the product falls short of expectations,
the consumer is disappointed.
• If it meets expectations, the consumer is
satisfied.
• If it exceeds expectations, the consumer is

delighted.
• Cognitive dissonance, or discomfort
caused by postpurchase conflict, occurs in
most major purchases.

C. The Buyer Decision Process for New Products:
Stages in the Adoption Process
Adoption
Trial
Evaluation
Interest
Awareness

The Buyer Decision Process for New Products:
Awareness: The consumer becomes aware of the

new product but lacks information about it.
Interest: The consumer seeks information about

the new product.
Evaluation: The consumer considers whether

trying the new product makes sense.

The Buyer Decision Process for New Products:
Trial: The consumer tries the new product on a

small scale to improve his or her estimate of its
value.
Adoption: The consumer decides to make full

and regular use of the new product.

D. Business Markets and Business Buyer
Behavior
Business buying behavior refers to the buying

behavior of the organizations that buy goods
and services to:
Use in the production of

other products and services.
Resell or rent them to

others at a profit.
Business Markets and Business Buyer
Behavior
Business Markets
Differences between the business markets
and consumer markets:
Market structure and demand
Nature of the buying unit
Types of decisions and the decision
process involved

Market Structure and Demand
• There are fewer but larger buyers than the

consumer markets.
• Business demand is derived demand
– Business demand that comes from the demand
for consumer goods
• Many business markets have inelastic and
more fluctuating demand.

Nature of the Buying Unit
• A business purchase usually involves more

decision participants and a more professional
purchasing effort.

Types of decisions and the Decision Process
• Business buyers usually face more complex

buying decisions than do consumer buyers.
• The business buying process tends to be
longer and more formalized.
• The buyer and seller are often much more
dependent on each other.

Business Buyer Behavior

Major Types of Buying Situations
• Straight rebuy – The buyer reorders something without any

modifications. Occurs when buyers purchase the same products
routinely under approximately the same terms of sale.
• Modified rebuy – The buyer wants to modify product
specifications, prices, terms or suppliers. A new task purchase is
changed the second or third time it is ordered.
• New task buy – A company buying a product or service for the
first time. It requires development of product specifications,
vendor specifications and procedures for future purchases of
that product.
• Systems selling (or solutions selling) - Buying a packaged solution
to a problem from a single seller. Avoids the separate decisions
involved in a complex buying situation.
E-Procurement
and Online Purchasing
• Purchasing through electronic connections
between buyers and sellers–usually online
• E-procurement occurs through
• Reverse auctions
• Online trading exchanges
• Company buying sites
• Extranet links with key suppliers
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Looking Ahead to Chapter 6
Customer-Driven Marketing
Strategy
Creating Value for Target Customers
5- 48

Chapter 5 - Understanding Consumer - Business Buyer Behavior

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MARKETING AN INTRODUCTION

Copyright © 2015 Pearson Education, Inc. Publishing as Prentice Hall

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Consumer market individuals and households

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Culture is the set of basic values, perceptions,

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Subculture is a group of people with shared value

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• Social class use society’s relatively

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Groups and Social Networks

Membership Aspirational Reference

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Groups and Social Networks

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i. Online social networks

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ii. Word-of-mouth influence

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iii. Opinion leaders

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iv. Buzz marketing

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Personality and Self-Concept

• Personality is usually described in terms of

• A brand personality is the specific mix of

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• A drive is a strong internal stimulus that

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A drive becomes a motive when it is

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2) Selective distortion describes the

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- Public sources (mass media, consumer

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• If it exceeds expectations, the consumer is

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Awareness: The consumer becomes aware of the

Interest: The consumer seeks information about

Evaluation: The consumer considers whether

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Trial: The consumer tries the new product on a

Adoption: The consumer decides to make full

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Business buying behavior refers to the buying

Use in the production of

Resell or rent them to

Copyright 2017 Pearson Education, Ltd 4 - 41