Professional Documents
Culture Documents
Chapter 5
Consumer Markets and
Consumer Buyng Behavor
2
Consumer Buyng
Behavor
Mature Consumers
Cuture s the Most Basc Cause of a
Person's Wants and Behavor.
6
Factors Affectng
Consumer Behavor:
Cuture
Cuture s the Set of Vaues, Perceptons,
Wants & Behavor Learned by a Member of
Socety from Famy.
Social Class
Socetys reatvey
permanent & ordered
dvsons whose members
share smar vaues,
nterests, and behavors.
Membershp
Reference
Groups
Membershp
Reference
Famy (most
mportant)
Infuencer, buyer,
user
Famy (most
mportant)
Infuencer, buyer,
user
Roes and Status
Roes and Status
Soca Factors
Soca Factors
Factors Affectng
Consumer Behavor:
Soca
Family Buying Influence
Children can exert a
strong influence on
family buying decisions.
Johnson & Johnson reminds
customers of its commitment
to the American Family.
What other companies use
children to influence
family buying decisions
Clic! or press spacebar to return
8
Persona Infuences
Persona Infuences
Age and Lfe
Cyce Stage
Age and Lfe
Cyce Stage
Occupaton
Occupaton
Personaty &
Sef-Concept
Personaty &
Sef-Concept
Economc
Stuaton
Economc
Stuaton
Actvtes
Actvtes
Interests
Interests
Lfestye Identfcaton
Lfestye Identfcaton
Opnons
Opnons
Factors Affectng
Consumer Behavor:
Persona
9
%igh Resources
%igh &nno#ation
Achevers
Achevers
Actuazers
Actuazers
Struggers
Struggers
Strvers
Strvers
Fufeds
Fufeds
Beevers
Beevers
Experencers
Experencers
Makers
Makers
SRI Vaues and Lfestyes
(VALS) (Fg. 5.3)
"o' Resources "o' &nno#ation
10
Factors Affectng
Consumer Behavor:
Psychoogca
Psychoogca
Factors
Affectng
Buyers
Choces
Motvaton
Percepton
Learnng
Beefs and
Atttudes
11
Physoogca Needs
(hunger, thrst)
Safety Needs
(securty, protecton)
Soca Needs
(sense of beongng,
ove)
Esteem Needs
(sef-esteem)
Sef
Actuazaton
(Sef-deveopment)
Masows Herarchy of
Needs
(Fg. 5.4)
12
Hgh
Invovement
Sgnfcant
dfferences
between
brands
Few
dfferences
between
brands
Low
Invovement
Types of Buyng Decson
Behavor (Fg. 5.5)
Compex
Buyng
Behavor
Varety-
Seekng
Behavor
Dssonance-
Reducng Buyng
Behavor
Habtua
Buyng
Behavor
13
Buyer Decson Process
(Fg. 5.6)
Postpurchase
Behavor
Purchas
e
Decisio
n
Informato
n
Search
Need
Recognto
n
Evauaton
of
Aternatves
14
Buyer Decson Process
Step 1. Need Recognton
State Where
the Buyers
Needs are
Fufed and
the Buyer s
Satsfed.
Needs Arsng
From:
Interna
Stmu -
Hunger
Externa
Stmu-
Friends
Buyer
Recognzes
a
Probem
or a
Need.
15
Famy, frends, neghbors
Most effectve source of
nformaton
Advertsng, saespeope
Receves most nformaton from
these sources
Mass Meda
Consumer-ratng groups
Handng the product
Examnng the product
Usng the product
Persona Sources
Persona Sources
Commerca Sources
Commerca Sources
Pubc Sources
Pubc Sources
Experenta Sources
Experenta Sources
The Buyer Decson
Process
Step 2. Informaton
Search
16
Consumer May Use Carefu
Cacuatons & Logca Thnkng
Consumers May Buy on Impuse and
Rey on Intuton
Consumers May Make Buyng Decsons
on Ther Own.
Consumers May Make Buyng Decsons
Ony After Consutng Others.
Marketers Must Study Buyers to Fnd
Out How They Evauate Brand
Aternatves
The Buyer Decson
Process
Step 4. Evauaton of
Aternatves
17
Purchase &ntention
Desre to buy the most preferred brand
Purchase Decision
Unexpecte
d
Stuatona
Factors
Atttude
s of
Others
The Buyer Decson
Process
Step 5. Purchase Decson
18
The Buyer Decson
Process
Step 6. Postpurchase
Behavor
Consumers
Expectatons of Products Performance.
Products Perceved
Performance.
Dssatsfed Customer
Satsfed Customer!
C
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n
v
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Dscusson
Connectons