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8/3/2019 Chap 04 _Consumer Market and Consumer Buyer Behavior
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Consumer Markets and
Consumer Buyer Behavior
Chapter 4
By: Juan Rizal Saari
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Learning Goals
1. Learn the consumer market andconstruct model of consumer buyerbehavior
2. Know the four factors that influencebuyer behavior
3. Understand the types of buyingdecision behavior and stages in the
process4. Comprehend the adoption anddiffusion process for new products
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Definitions
Consumer buyer behavior refersto the buying behavior of final
consumers individuals andhouseholds who buy goods andservices for personal consumption
All of these final consumers
combine to make up the consumermarket
Goal 1: Learn the consumer market & construct model of buyer behavior
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Stimulus-Response Model ofConsumer Behavior
Stimuli4PsOther characteristics
economic technological political cultural
Buyer ResponseProduct choice
Brand choice
Dealer choicePurchase timing
Purchase amount
Buyers Black BoxBuyer characteristics
Buyer decision process
Goal 1: Learn the consumer market & construct model of buyer behavior
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Characteristics Affecting
Consumer Behavior Culture
Forms a persons wantsand behavior
Subculture
Groups with shared valuesystems
Social Class
Societys divisions whoshare values, interestsand behaviors
Cultural
Social
Personal
Psychological
Key Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Characteristics Affecting
Consumer Behavior Groups
Membership
Reference
Aspirational
Opinion Leaders
Buzz marketing
Family
Many influencers
Roles and Status
Cultural
Social
Personal
Psychological
Key Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Characteristics Affecting
Consumer Behavior Age and life cycle
Occupation
Economic situation
LifestyleActivities, interests andopinions
Lifestyle segmentation
Personality and self-concept
Cultural
Social
Personal
Psychological
Key Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Brand Personality Dimensions
Characteristics AffectingConsumer Behavior
Sincerity Ruggedness
Excitement Competence
Sophistication
Goal 2: Know the four factors that influence consumer buying behavior
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Characteristics Affecting
Consumer Behavior
Motivation
Perception
Learning
Beliefs and attitudesCultural
Social
Personal
Psychological
Key Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors
Motivation A motive is a need that is sufficiently
pressing to direct the person to seek
satisfaction Motivation research is based on Freud;
Looks for hidden and subconsciousmotivation
Maslow ordered needs based on howpressing they are to the consumer
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors
Perception Perception is the process by which
people select, organize, and interpret
information Perception Includes:
Selective attention Consumers screen out information
Selective distortion People interpret to support beliefs
Selective retention People retain points to support attitudes
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors
LearningLearning describes changes in anindividuals behavior arising fromexperience
Learning occurs through: Drives
Internal stimulus that calls for action
Stimuli Objects that move drive to motive
Cues Minor stimuli that affect response
Reinforcement Feedback on action
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors
Beliefs and AttitudesBelief
a descriptive thought about a brand orservice
may be based on real knowledge, opinion,or faith
Attitude
describes a persons evaluations, feelingsand tendencies toward an object or idea
They are difficult to change
Goal 2: Know the four factors that influence consumer buying behavior
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Types of Buying
Decision BehaviorComplex
Highly involved, significant brand differences Example computer
Dissonance-reducing Highly involved, little brand differences Example carpeting
Habitual Low involvement, little brand differences Example salt
Variety-seeking Low involvement, significant perceived brand
differences Example cookies
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision
Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Needs can be triggered by:
Internal stimuli
Normal needsbecome strongenough to drivebehavior
External stimuli
Advertisements Friends of friends
Process Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision
Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Consumers exhibitheightened attention or
actively search forinformation.
Sources of information:
Personal
Commercial
Public Experiential
Word-of-mouth
Process Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision
Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Evaluation procedure dependson the consumer and the buying
situation. Most buyers evaluate multiple
attributes, each of which isweighted differently.
At the end of the evaluationstage, purchase intentions areformed.
Process Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision
Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Two factors intercedebetween purchase intentions
and the actual decision: Attitudes of others
Unexpected situationalfactors
Process Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision
Process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Satisfaction is important: Delighted consumers
engage in positive word-of-mouth. Unhappy customers tell
on average 11 otherpeople.
It costs more to attract anew customer than it
does to retain an existingcustomer.
Cognitive dissonance iscommon
Process Stages
Goal 3: Understand types of buying decisions and stages in the process
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Stages in the Adoption Process
Buyer Decision Process for
New Products
Awareness
EvaluationInterest
Trial
Adoption
Goal 4: Comprehend the diffusion & adoption process for new products
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Buyer Decision Process for
New ProductsIndividual Differences in Innovativeness
Consumers can be classified into fiveadopter categories, each of which behavesdifferently toward new products.
Product Characteristics and Adoption Five product characteristics influence the
adoption rate.
Goal 4: Comprehend the diffusion & adoption process for new products
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Product Characteristics
Buyer Decision Process for
New Products
Relative Advantage
Compatibility
Complexity
Divisibility
Communicability
Goal 4: Comprehend the diffusion & adoption process for new products
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Buyer Decision Process for
New ProductsInternational Consumer Behavior
Values, attitudes and behaviors differgreatly in other countries.
Physical differences exist which requirechanges in the marketing mix.
Customs vary from country to country.
Marketers must decide the degree to whichthey will adapt their marketing efforts.
Goal 4: Comprehend the diffusion & adoption process for new products
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