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Principles of Marketing
Learning Objectives
After studying this chapter, you should be able to: 1. Define the consumer market and construct a simple model of consumer buyer behavior 2. Name the four major factors that influence consumer buyer behavior 3. List and understand the major types of buying decision behavior and the stages in the buyer decision process 4. Describe the adoption and diffusion process for new products
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Chapter Outline
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Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products Consumer Behavior Across International Borders
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Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption Consumer market refers to all of the personal consumption of final consumers
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Cultural Factors
Social Factors
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Personal Factors
Age and life-cycle stage Occupation Economic situation Lifestyle Personality and selfconcept
Psychological Factors
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MySpace.com Facebook.com
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Personal characteristics Age and life-cycle stage Occupation Economic situation Lifestyle Personality and self-concept
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Measures a consumers AIOs (activities, interests, and opinions) to capture information about a persons pattern of acting and interacting in the environment
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Primary motivations
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Resources
High resources
Innovators exhibit all primary motivations Survivors do not exhibit strong primary motivation
Low resources
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Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumers environment
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Self-concept refers to peoples possessions that contribute to and reflect their identities
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A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research refers to qualitative research designed to probe consumers hidden, subconscious motivations
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Abraham Maslows Hierarchy of Needs People are driven by particular needs at particular times Human needs are arranged in a hierarchy from most pressing to least pressing
Belief is a descriptive thought that a person has about something based on: Knowledge Opinion Faith
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Attitudes describe a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea
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Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior
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Variety-seeking buying behavior occurs when consumers have low involvement and there are significant brand differences
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Adoption process is the mental process an individual goes through from first learning about an innovation to final regular use
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Dowling College, MBA Georgetown University, BS Business Administration Adjunct Professor, LIM College, NY Adjunct Professor, Long Island University, NY Lecturer, California Polytechnic State University, Pomona, CA President, Walter Heimler, Inc.