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Principles of Marketing Eighteenth 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.

SHINOLA: Nobody’s Confusing Sh*t with Shinola Anymore “Shinola is selling much more than just watches or bikes or leather accessories. It’s selling gritty Detroit, authentically American values, emotions, and a roll-up-our-sleeves lifestyle, things that lie at the heart of consumers’ feelings and behavior toward the brand.”

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.

Learning Objective 2 Name the four major factors that influence consumer buyer behavior.

Model of Consumer Behavior Figure 5.1 The Model of Buyer Behavior

Characteristics Affecting Consumer Behavior (1 of 15) Figure 5.2 Factors Influencing Consumer Behavior

Characteristics Affecting Consumer Behavior (2 of 15)

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.

Characteristics Affecting Consumer Behavior (3 of 15) Cultural Factors Subcultures are groups of people within a culture with shared value systems based on common life experiences and situations.

Targeting Hispanic consumers: Nestle’s DiGiorno brand worked with Twitter’s U.S. Hispanics team and the NFL to create a football campaign with Spanish tweets.

Characteristics Affecting Consumer Behavior (4 of 15)

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 (5 of 15) Groups and Social Networks • Reference groups • Opinion leaders • Word-of-mouth influence • Influencer marketing • Online social networks

Influencer marketing: CoverGirl’s “I Am What I Make Up” campaign uses a diverse team of influential brand ambassadors who explain authentically in their own words what the slogan means to them.

Characteristics Affecting Consumer Behavior (6 of 15) Social Factors

• Family is the most important consumer-buying organization in society.

• Role and status can be defined by a person’s position in a group.

Harnessing the power of mom-to-mom influence: Each year, Disney invites 175 to 200 moms and their families to its Disney Social Media Moms Celebration in Florida, an affair that’s a mix of public relations event, educational conference, and family vacation with plenty of Disney magic for these important mom influencers.

Characteristics Affecting Consumer Behavior (7 of 15) Personal Factors

Occupation affects the goods and services bought by consumers.

Age and Life Stage affect tastes in food, clothes, furniture, ad recreation.

Economic situations include trends in spending, personal income, savings, interest rates.

Appealing to occupation segments: Medical apparel maker FIGS sells modern, comfortable, and functional scrubs direct to medical and health professionals.

Characteristics Affecting Consumer Behavior (8 of 15) Personal Factors

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

Personality refers to the unique psychological characteristics that distinguish a person or group.

Brand personality: MINI markets to personality segments of people who are “adventurous, individualistic, open-minded, creative, tech-savvy, and young at heart”— anything but normal—just like the car.

Characteristics Affecting Consumer Behavior (9 of 15) Psychological Factors

• Motivation

• Perception

• Learning

• Beliefs and attitudes This classic ad from the American Association of Advertising Agencies pokes fun at subliminal advertising. “So-called ‘subliminal advertising’ simply doesn’t exist,” says the ad. “Overactive imaginations, however, most certainly do.”

Characteristics Affecting Consumer Behavior (10 of 15) Psychological Factors

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.

Characteristics Affecting Consumer Behavior (11 of 15)

Figure 5.3 Maslow’s Hierarchy of Needs

Characteristics Affecting Consumer Behavior (12 of 15)

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 (13 of 15)

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 favor and forget good points made about competing brands.

Characteristics Affecting Consumer Behavior (14 of 15)

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 (15 of 15)

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.

SPANX: Changing the Way Women Think about “Shapewear” SPANX changed the way women–and even men–think about both clothing and their body types

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 (1 of 2)

• Complex buying behavior

• Dissonance-reducing buying behavior

• Habitual buying behavior

• Variety-seeking buying behavior

Types of Buying Decision Behavior (2 of 2)

Figure 5.4 Four Types of Buying Behavior

Source: Adapted from Henry Assael, Consumer Behavior and Marketing Action (Boston: Kent Publishing Company, 1987), p. 87. Used with permission of the author.

Figure 5.5 The Buyer Decision Process

The Buyer Decision Process (1 of 6)

Need Recognition

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

The Buyer Decision Process (2 of 6)

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 (3 of 6)

Evaluation of Alternatives

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

The Buyer Decision Process (4 of 6)

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 (5 of 6)

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 (6 of 6)

Postpurchase Behavior Cognitive dissonance is buyer discomfort caused by postpurchase conflict.

Postpurchase cognitive dissonance: Postpurchase customer satisfaction is a key to building profitable customer relationships. Most marketers go beyond merely meeting the customer expectations—they aim to delight customers.

The Customer Journey Customer journey: the sum of the ongoing experiences consumers have with a brand that affect their buying behavior, engagement, and brand advocacy over time.

The customer journey: By understanding the customer journey, marketers can work to create brand experiences that will result in positive purchase behavior, engagement, and brand advocacy over time.

Learning Objective 4 Describe the adoption and diffusion process for new products.

The Buyer Decision Process for New Products (1 of 3) 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 adoption process: To help get tentative consumers over the buying decision hump, Beyond Meat invited consumers to “try some free—zip, zero, zilch” at their local grocery store.

The Buyer Decision Process for New Products (2 of 3) Individual Differences in Innovativeness

• Innovators

• Early Adopters

• Early Mainstream

• Late Mainstream

• Lagging Adopters

The Buyer Decision Process for New Products (3 of 3) Figure 5.6 Adopter Categories Based on Relative Time of Adoption of Innovations

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

• Relative advantage

• Compatibility

• Complexity

• Divisibility

• Communicability

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