principle of marketing chapter 5

7/26/2019 principle of marketing chapter 5

1/43

Chapter Five

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Consumer Markets and ConsumerBuyer Behavior

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Model of Consumer Behavior



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Model of Consumer Behavior



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Characteristics AffectingConsumer Behavior

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Characteristics Affecting

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Consumer Behavior


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Major American Social Classes



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Membership

Groups

Groups withdirectinfluence

and to whicha personbelongs

Aspirational

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Reference

Groups

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Consumer Behavior

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Consumer Behavior

PersonalFactors Dominance Autonomy

Defensiveness Adaptability Aggressiveness



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Motivation

Perception

Learning

Beliefs and attitudes



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Consumer Behavior

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Drives Stimuli Cues

Responses Reinforcement



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Consumer Behavior

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Consumer Behavior

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Types of Buying Decision

Behavior

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior



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Types of Buying Decision

Behavior

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The Buyer Decision Process

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The Buyer Decision Process for

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Awareness Interest Evaluation Trial Adoption



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The Buyer Decision Process forNew Products

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The Buyer Decision Process for

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Relativeadvantage

Compatibility Complexity

Divisibility Communicability



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principle of marketing chapter 5