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8/11/2019 5-Principles of Marketing
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Copyright 1999 Prentice Hall
5-1
5-1
Chapter 5
Chapter 5
PRINCIPLES OF MARKETING
Eighth EditionPhilip Kotler and Gary Armtrong
Con!mer Mar"etand
Con!mer #!yer #eha$ior
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5-2
5-2
Consumer Buying Behavior
Consumer Buying Behavior
• Consumer Buying Behavior Consumer Buying Behavior refers tothe buying behavior of finalconsumers (individuals households!"ho buy goods and services for
personal consumption#• $tudy consumer behavior to ans"er%
&&Ho" do consumers respond toHo" do consumers respond to
mar'eting efforts the company mightmar'eting efforts the company mightuse)use)
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5-*
5-*
Model of Consumer Behavior
Model of Consumer Behavior
+ar'eting and,ther $timuli
+ar'eting and,ther $timuli
Buyers Blac' Bo.
Buyers Blac' Bo.
Buyers /esponse
Buyers /esponse
Product
Price
Place
Promotion
0conomic
echnological
Political
Cultural
CharacteristicsffectingConsumerBehavior
Buyers3ecisionProcess
Product Choice
Brand Choice
3ealer Choice
Purchaseiming
Purchase
mount
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5-4
5-4
Characteristics Affecting
Consumer Behavior
Characteristics Affecting
Consumer Behavior
Buyer
Buyer
Psychological
Personal
$ocial
Culture
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5-5
5-5
Factors Affecting Consumer Behavior:
Culture
Factors Affecting Consumer Behavior:
Culture
$ocial Class
• People "ithin a social classtend to e.hibit similar buying
behavior#• ,ccupation
• ncome
• 0ducation
• 6ealth
$ocial Class
• People "ithin a social classtend to e.hibit similar buying
behavior#
• ,ccupation
• ncome
• 0ducation
• 6ealth
• +ost basic cause of a person7s "ants andbehavior#
• 8alues
• Perceptions
• +ost basic cause of a person7s "ants andbehavior#
• 8alues
• Perceptions
$ubculture
• roups of people "ith sharedvalue systems based on common
life e.periences#• Hispanic Consumers
• frican merican Consumers
• sian merican Consumers
• +ature Consumers
$ubculture
• roups of people "ith sharedvalue systems based on commonlife e.periences#
• Hispanic Consumers
• frican merican Consumers
• sian merican Consumers
• +ature Consumers
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5-:
5-:
Factors Affecting Consumer Behavior:
Social
Factors Affecting Consumer Behavior:
Social
roups
• +embership
• /eference
roups
• +embership
• /eference
;amily
• Husband< "ife< 'ids
• nfluencer< buyer< user
;amily
• Husband< "ife< 'ids
• nfluencer< buyer< user
/oles and $tatus
/oles and $tatus
$ocial ;actors
$ocial ;actors
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5-=5-=
Factors Affecting Consumer Behavior:
Personal
Factors Affecting Consumer Behavior:
Personal
Personal nfluencesPersonal nfluences
ge and ;amily >ife Cycle$tage
ge and ;amily >ife Cycle$tage ,ccupation,ccupation
0conomic $ituation0conomic $ituation
>ifestyle dentification>ifestyle dentification
ctivitiesctivities ,pinions,pinions
nterests
nterests
Personality $elf-ConceptPersonality $elf-Concept
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5-?5-?
VALS 2 VALS 2
Principle Oriented Status Oriented Action Oriented
AchieversAchievers
ActualizersActualizers
StrugglersStrugglers
StriversStrivers
Fulfilleds
(Innovator)
Fulfilleds
(Innovator)
BelieversBelievers
ExperiencersExperiencers
MakersMakers
Abundant Resources Abundant Resources
Minimal ResourcesMinimal Resources
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5-95-9
VALS – According to S! !nt"l VALS – According to S! !nt"l
!nnovator # These consumers are on the leading edge of change,have the highest incomes, and such high self-esteem and abundant
resources that they can induldge in any or all self-orientations. They
are located above the rectangle. Image is important to them as an
expression of taste, independence, and character . Their consumer
choices are directed toward the "finer things in life."
$hin%ers# These consumers are the high-resource group of those
who are motivated by ideals. They are mature, responsible, well-
educated professionals. Their leisure activities center on their homes,
but they are well informed about what goes on in the world and areopen to new ideas and social change. They have high incomes but
are practical consumers and rational decision makers.
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5-1@5-1@
Vals##ctd##Vals##ctd##
Believers# These consumers are the low-resource group of thosewho are motivated by ideals. They are conservative and predictable
consumers who favor merican products and established brands.
Their lives are centered on family, church, community, and the
nation. They have modest incomes.
Achievers# These consumers are the high-resource group of those
who are motivated by achievement. They are successful work-
oriented people who get their satisfaction from their !obs and
families. They are politically conservative and respect authority and
the status uo. They favor established products and services that
show off their success to their peers.
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5-115-11
Vals##ctd##Vals##ctd##
Strivers# These consumers are the low-resource group of those
who are motivated by achievements. They have values very
similar to achievers but have fewer economic, social, and
psychological resources. #tyle is extremely important to them as
they strive to emulate people they admire.
&'(eriencers# These consumers are the high-resource group of
those who are motivated by self-expression. They are the
youngest of all the segments, with a median age of $%. They have
a lot of energy, which they pour to physical exercise and socialactivities. They are avid consumers, spending heavily on clothing,
fast-foods, music, and other youthful favorites, with particular
emphasis on new products and services.
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Vals##ctd##Vals##ctd##
Ma%ers# These consumers are the low-resource group of those
who are motivated by self-expression. They are practical people
who value self-sufficiency. They are focused on the familiar-
family, work, and physical recreation-and have little interest in
the broader world. s consumers, they appreciate practical andfunctional products.
Survivors# These consumers have the lowest incomes. They
have too few resources to be included in any consumer self-
orientation and are thus located below the rectangle. They arethe oldest of all the segments, with a median age of &'. (ithin
their limited means, they tend to be brand-loyal consumers.
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5-1*5-1*
Factors Affecting Consumer Behavior:
Psychological
Factors Affecting Consumer Behavior:
Psychological
Psychological ;actors
+otivation+otivation
PerceptionPerception
>earning>earning
Beliefs andttitudes
Beliefs andttitudes
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Maslo)"s *ierarchy of +eedsMaslo)"s *ierarchy of +eeds
Esteem Needs(self-esteem, status)
Social Needs(sense of belonging, love)
Safety Needs(security, protection)
Physiological Needs(hunger, thirst)
Self Actualization(Self-development)
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$y(es of Buying ,ecisions$y(es of Buying ,ecisions
Comple.
BuyingBehavior
3issonance-
/educing Buying
Behavior
8ariety-
$ee'ingBehavior
Habitual
Buying
Behavior
Highnvolvement
$ignificant
differencesbet"een
brands
;e"differences
bet"een
brands
>o"nvolvement
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5-1:5-1:
$he Buyer ,ecision Process$he Buyer ,ecision Process
Aeed /ecognitionAeed /ecognition
nformation $earchnformation $earch
0valuation of lternatives0valuation of lternatives
Purchase 3ecisionPurchase 3ecision
Postpurchase Behavior Postpurchase Behavior
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5-1=5-1=
$he Buyer ,ecision ProcessSte( -# +eed ecognition
$he Buyer ,ecision ProcessSte( -# +eed ecognition
0.ternal $timuli
• 8 advertising
• +againe ad
• /adio slogan
•$timuli in the
environment
0.ternal $timuli
• 8 advertising
• +againe ad
• /adio slogan
•$timuli in the
environment
nternal $timuli
• Hunger
• hirst
• persons normalneeds
nternal $timuli
• Hunger
• hirst
• persons normalneeds
Aeed /ecognition3ifference bet"een an actual state and a desired state
Aeed /ecognition3ifference bet"een an actual state and a desired state
$h B , i i P
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$he Buyer ,ecision ProcessSte( 2# !nformation Search
$he Buyer ,ecision ProcessSte( 2# !nformation Search
•;amily< friends< neighbors•+ost influential source of information
•dvertising< salespeople•/eceives most information
from these sources
•+ass +edia•Consumer-rating groups
•Handling the product•0.amining the product•sing the product
Personal $ourcesPersonal $ources
Commercial $ourcesCommercial $ources
Public $ourcesPublic $ources
0.periential $ources0.periential $ources
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5-195-19
$he Buyer ,ecision ProcessSte( .# &valuation of Alternatives
$he Buyer ,ecision ProcessSte( .# &valuation of Alternatives
Product Attri/utes0valuation of Duality< Price< ;eatures
Product Attri/utes0valuation of Duality< Price< ;eatures
,egree of !m(ortance
6hich attributes matter most to me
,egree of !m(ortance6hich attributes matter most to me
Brand Beliefs6hat do believe about each available brand
Brand Beliefs6hat do believe about each available brand
$otal Product SatisfactionBased on "hat m loo'ing for< ho" satisfied
"ould be "ith each product
$otal Product SatisfactionBased on "hat m loo'ing for< ho" satisfied
"ould be "ith each product
&valuation ProceduresChoosing a product (and brand! based on one
or more attributes#
&valuation ProceduresChoosing a product (and brand! based on one
or more attributes#
5 2@
$h B , i i P
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$he Buyer ,ecision ProcessSte( 0# Purchase ,ecision
$he Buyer ,ecision ProcessSte( 0# Purchase ,ecision
Purchase ntention3esire to buy the most preferred brand
Purchase ntention3esire to buy the most preferred brand
Purchase 3ecisionPurchase 3ecision
ttitudes
of others
ne.pected
situational
factors
5 21
$h B , i i P
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$he Buyer ,ecision ProcessSte( 1# Post(urchase Behavior
$he Buyer ,ecision ProcessSte( 1# Post(urchase Behavior
Consumers 0.pectations of
Products Performance
Consumers 0.pectations of
Products Performance
3issatisfied
Customer
3issatisfied
Customer $atisfied
CustomerE
$atisfied
CustomerE
Products Perceived
Performance
Products Perceived
Performance
Cognitive 3issonance
5 22
St i th Ad ti P
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Stages in the Ado(tion ProcessStages in the Ado(tion Process
"areness"areness
nterestnterest
0valuation0valuation
rialrial
doptiondoption
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5 24
! fl th t f Ad ti
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!nfluences on the ate of Ado(tion
of +e) Products
!nfluences on the ate of Ado(tion
of +e) Products
3ivisibilityCan the innovation
be used on a
trial basis
Compatibility3oes the innovationfit the values and
e.perience of thetarget mar'et
Comple.itys the innovation
difficult tounderstand or use
/elative dvantages the innovation
superior to e.istingproducts
CommunicabilityCan results be easily
observed or describedto others
ProductCharacteristics