Documente Academic
Documente Profesional
Documente Cultură
13-1
Four Types of Buying Behavior
High Involvement Low Involvement
Significant Differences Complex buying Variety-seeking
between Brands behavior buying behavior
13-2
13-3
13-4
13-5
13-6
13-7
INFLUENCING BUYER BEHAVIOR
Cultural Factors
Culture
Culture is the most fundamental determinant of a person’s wants and behavior.
The growing child acquires a set of values, perceptions, preferences and behaviors
through his or her family and other key institution.
Subculture
Each culture consists of smaller subcultures that provide more specific
identification and socializing for their members. Subculture includes nationalities,
religions, racial groups and geographic regions.
Social classes
Virtually all-human societies exhibit social stratification. Social classes do not
reflect income alone, but also other indicators such as occupation, education and
area of residence. Social classes differ in dress, speech patterns, recreational
preferences and many other characteristics. Social classes show distinct product
and brand preferences in many areas, including clothing, home furnishing, leisure
activates and automobiles. 13-8
SOCIO-ECONOMIC CLASSIFICATION (SEC)
13-10
SEC Matrix—India (Rural)
13-11
Socioeconomic Class-wise
Distribution of Households (%)
13-12
Indian Households by Income Groups
13-13
Age Distribution of Population—India
13-14
INFLUENCING BUYER BEHAVIOR
Social Factors
Reference Groups
Membership groups
Primary groups
Secondary groups
Aspirational groups
Dissociative groups
Opinion leader
Reference Groups
A person’s reference group consists of all the groups that have direct or
indirect influence on the person’s attitudes or behavior. People are
significantly influenced by their reference groups in at least three ways.
• Reference groups expose an individual to new behavior and lifestyles.
• They influence attitudes and self-concept.
• And they create pressures for conformity that may affect actual product
and brand choices 13-15
Opinion leader
People -within a
reference group who,
because of special skills,
knowledge, personality or
other characteristics, exert
influence on others. 13-16
INFLUENCING BUYER BEHAVIOR
Family
The family is the important consumer buying organization in society.
We can distinguish between two families in buyer’s life. The family of
orientation consists of one’s parents and siblings. More direct influence
on everyday buying behavior is one’ family of procreation- namely,
one’s spouse and children. Marketers are interested in the roles and
relative influence of the husband, wife and children in the purchase of a
large variety of products and services. These roles vary widely in
different countries and social classes
13-17
INFLUENCING BUYER BEHAVIOR
Personal Factors
Age and Stage in the Life Cycle
Family life cycle
Occupation and Economic
Circumstances
13-18
Stages in the Family Life Cycle
1. Bachelor stage: Few financial burdens. Fashion opinion leaders.
Young, single, not living Recreation oriented. Buy: basic home equipment,
at home furniture, cars, equipment for the mating game;
vacations.
2. Newly married Highest purchase rate and highest average
couples: purchase of durables: cars, appliances, furniture,
Young, no children vacations.
3. Full nest I: Home purchasing at peak. Liquid assets low.
Youngest child under six Interested in new products, advertised products.
Buy: washers, dryers, TV, baby food, chest rubs
and cough medicines, vitamins, dolls, wagons,
sleds, skates.
4. Full nest II: Financial position better. Less influenced by
Youngest child six or over advertising. Buy larger-size packages, multiple-unit
deals. Buy: many foods, cleaning materials,
bicycles, music lessons, pianos.
13-20
INFLUENCING BUYER BEHAVIOR
Personality and Self-Concept
Personality
Brand personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Self-concept
Person’s actual self-concept
Ideal self-concept
Others’ self-concept
13-21
The VALS segmentation system:
An 8-part typology
Groups with High
Resources
1. Actualizers
2. Fulfilleds
3. Achievers
4. Experiencers
Groups with Lower
Resources
1. Believers
2. Strivers
3. Makers
4. Strugglers
13-22
INFLUENCING BUYER BEHAVIOR
Psychological Factors
Motivation
Motive
Freud’s Theory
Laddering
Projective techniques
13-23
INFLUENCING BUYER BEHAVIOR
13-24
INFLUENCING BUYER BEHAVIOR
Maslow’s Theory
Maslow’s
Hierarchy of
Needs
13-25
INFLUENCING BUYER BEHAVIOR
Herzberg’s Theory
Dissatisfiers
Satisfiers
13-26
INFLUENCING BUYER BEHAVIOR
Perception
Selective attention
People are more likely to notice stimuli than
relate to a current need
People are more likely to notice stimuli than
they anticipate
People are more likely to notice stimuli
whose deviations are large in relation to the
normal size of the stimuli
Selective distortion
Selective retention
13-27
INFLUENCING BUYER BEHAVIOR
Learning
Drive
Cues
Discrimination
Beliefs and Attitudes
Belief
Spreading activation
Attitude
13-28
INFLUENCING BUYER BEHAVIOR
Learning
When people act they learn. Learning involves changes in an
individual’s behavior arising from experience. Most human behavior is
learned. Learning theorists believe that learning is produced through
the interplay of drives, stimuli, cues, responses and reinforcement.
A drive is a strong internal stimulus impelling action.
Cues are minor stimuli determine when, where and how a person respond.
13-30