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Principles of Marketing Seventeenth Edition

Chapter 5

Consumer Markets and Buyer Behavior

Learning Objectives

5-1 Define the consumer market and construct a simple model of consumer buyer behavior.

5-2 Name the four major factors that influence consumer buyer behavior.

5-3 List and define the major types of buying decision behavior and the stages in the buyer decision process.

5-4 Describe the adoption and diffusion process for new products.

Learning Objective 1

Define the consumer market and construct a simple model of consumer buyer behavior.

Consumer Markets and Buyer Behavior

Consumer buyer behavior is the buying behavior of final consumers— individuals and households that buy goods and services for personal consumption. Consumer markets are made up of all the individuals and households that buy or acquire goods and services for personal consumption.

Consumer Markets and Buyer Behavior

Learning Objective 2

Name the four major factors that influence consumer buyer behavior.

Characteristics Affecting Consumer Behavior

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

Characteristics Affecting Consumer Behavior

Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations.

Cultural Factors

Characteristics Affecting Consumer Behavior Cultural Factors Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors. Measured as a combination of occupation, income, education, wealth, and other variables

Characteristics Affecting Consumer Behavior Cultural Factors

Major American Social Classes • Upper Class • Middle Class • Working Class • Lower Class

Characteristics Affecting Consumer Behavior Social Factors

Groups and Social Networks

Membership Groups

• Groups with direct influence and to which a person belongs

Aspirational Groups

• Groups an individual wishes to belong to

Reference Groups

• Groups that form a comparison or reference in forming attitudes or behavior

Characteristics Affecting Consumer Behavior

• Online social networks • Buzz marketing • Social media sites • Virtual worlds • Word of mouth • Opinion leaders

Groups and Social Networks

Characteristics Affecting Consumer Behavior

• Family is the most important consumer-buying organization in society. • Role and status can be defined by a person’s position in a group.

Social Factors

Characteristics Affecting Consumer Behavior

• Age and life-cycle stage • PRIZM Lifestage Groups system

 66 segments  11 life-stage groups

Personal Factors

Characteristics Affecting Consumer Behavior

Personal Factors Occupation affects the goods and services bought by consumers. Economic situations include trends in:

Spending Personal income Savings Interest

rates

Characteristics Affecting Consumer Behavior

Personal Factors Lifestyle is a person’s pattern of living as expressed in his or her psychographics.

Characteristics Affecting Consumer Behavior Personal Factors Personality refers to the unique psychological characteristics that distinguish a person or group.

Characteristics Affecting Consumer Behavior

Brand Personality Traits

Sincerity Excitement Competence

Sophistication Ruggedness

Developing Marketing Information Psychological Factors

Motivation

Perception

Learning

Beliefs and attitudes

Characteristics Affecting Consumer Behavior

A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction of the need. Motivation research refers to qualitative research designed to probe consumers’ hidden, subconscious motivations.

Psychological Factors

Developing Marketing Information

Characteristics Affecting Consumer Behavior Psychological Factors

Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world.

Perceptual Processes

Selective attention

Selective distortion

Selective retention

Characteristics Affecting Consumer Behavior

Psychological Factors

Selective attention is the tendency for people to screen out most of the information to which they are exposed. Selective distortion is the tendency for people to interpret information in a way that will support what they already believe. Selective retention is the tendency to remember good points made about a brand they

Characteristics Affecting Consumer Behavior Psychological Factors

Learning is the change in an individual’s behavior arising from experience and occurs through the interplay of:

Drives Stimuli Cues

Responses Reinforcement

Characteristics Affecting Consumer Behavior Psychological Factors

A belief is a descriptive thought that a person has about something based on: • knowledge • opinion • faith An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.

Learning Objective 3

List and define the major types of buying decision behavior and the stages in the buyer decision process.

Types of Buying Decision Behavior

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

Types of Buying Decision Behavior

Figure 5.5 The Buyer Decision Process

The Buyer Decision Process

Need recognition is the first stage of the buyer decision process, in which the consumer recognizes a problem or need triggered by: • Internal stimuli • External stimuli

Need Recognition

The Buyer Decision Process Information Search Information search is the stage of the buyer decision process in which the consumer is motivated to search for more information. Sources of information: • Personal sources • Commercial sources • Public sources • Experiential sources

The Buyer Decision Process

Alternative evaluation is the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.

Evaluation of Alternatives

The Buyer Decision Process Purchase Decision

Purchase decision is the buyer’s decision about which brand to purchase. The purchase intention may not be the purchase decision due to: • Attitudes of others • Unexpected situational factors

The Buyer Decision Process

Postpurchase Behavior Postpurchase behavior is the stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction.

The Buyer Decision Process Postpurchase Behavior

Cognitive dissonance is buyer discomfort caused by postpurchase conflict.

Learning Objective 4

Describe the adoption and diffusion process for new products.

The Buyer Decision Process for New Products The adoption process is the mental process an individual goes through from first learning about an innovation to final regular use. • Stages in the adoption process include:

Awareness Interest Evaluation Trial Adoption

The Buyer Decision Process for New Products

• Innovators • Early Adopters • Early Mainstream • Late Mainstream • Lagging Adopters

Individual Differences in Innovativeness

The Buyer Decision Process for New Products

Analyzing and Using Marketing Information Influence of Product Characteristics on Rate of Adoption

Relative advantage Compatibility Complexity

Divisibility Communicability

Principles of Marketing Seventeenth Edition
Learning Objectives
Learning Objective 1
Consumer Markets and Buyer Behavior
Consumer Markets and Buyer Behavior
Learning Objective 2
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Slide 11
Slide 12
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Developing Marketing Information
Characteristics Affecting Consumer Behavior
Developing Marketing Information
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Characteristics Affecting Consumer Behavior
Learning Objective 3
Types of Buying Decision Behavior
Types of Buying Decision Behavior
Figure 5.5 The Buyer Decision Process
Slide 31
Slide 32
Slide 33
Slide 34
Slide 35
The Buyer Decision Process
Learning Objective 4
Slide 38
Slide 39
Slide 40
Analyzing and Using Marketing Information
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