Chapter Three
Consumer Markets and Consumer
Buyer Behavior
Copyright © 2009 Pearson Education, Inc.
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Consumer Markets and Consumer
Buyer Behavior
Topic Outline
• Model of Consumer Behavior
• Characteristics Affecting Consumer
Behavior
• Types of Buying Decision Behavior
• The Buyer Decision Process
• The Buyer Decision Process for New
Products
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Model of Consumer Behavior
Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for
personal consumption
Consumer market refers to all of the personal
consumption of final consumers
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Model of Consumer Behavior
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Characteristics Affecting
Consumer Behavior
Factors Influencing Consumer Behavior
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Characteristics Affecting
Consumer Behavior
Culture is the learned values, perceptions,
wants, and behavior from family and other
important institutions
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Characteristics Affecting
Consumer Behavior
Subculture are groups of people within a culture
with shared value systems based on common life
experiences
and situation.
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Characteristics Affecting
Consumer Behavior
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests,
and behaviors
• Measured by a combination of occupation,
income, education, wealth, and other
variables
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Membership Aspirational Reference
Groups Groups Groups
• Groups with • Groups an • Groups that
direct individual form a
influence wishes to comparison
and to belong to or reference
which a in forming
person attitudes or
belongs behavior
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
• Word-of-mouth influence and
buzz marketing
– Opinion leaders are people
within a reference group who
exert social influence on others
– Also called influentials or
leading adopters
– Marketers identify them to use
as brand ambassadors
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
• Online Social Networks are
online communities where
people socialize or exchange
information and opinions
• Include blogs, social
networking sites (facebook),
virtual worlds (second life)
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Characteristics Affecting
Consumer Behavior
Social Factors
• Family is the most
important consumer-
buying organization in
society
• Social roles and status
are the groups, family,
clubs, and organizations
that a person belongs to
that can define role and
social status
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Characteristics Affecting
Consumer Behavior
Personal Factors
Occupation affects the goods and services
bought by consumers
Economic situation includes trends in:
Personal Interest
Savings
income rates
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Characteristics Affecting
Consumer Behavior
Personal Factors
Lifestyle is a person’s
pattern of living as
expressed in his or her
psychographics
• Measures a consumer’s
AIOs (activities, interests,
opinions) to capture
information about a
person’s pattern of acting
and interacting in the
environment
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Characteristics Affecting
Consumer Behavior
Personal Factors
• Personality and self-concept
– Personality refers to the unique psychological
characteristics that lead to consistent and
lasting responses to the consumer’s
environment
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Motivation
A motive is a need that is sufficiently pressing
to direct the person to seek satisfaction
Motivation research refers to qualitative
research designed to probe consumers’
hidden, subconscious motivations
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Characteristics Affecting
Consumer Behavior
Maslow’s
Hierarchy of Needs
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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 from three perceptual
processes
– Selective attention
– Selective distortion
– Selective retention
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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 favor and
forget good points about competing brands
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Characteristics Affecting
Consumer Behavior
Psychological Factors
• Learning is the change in an individual’s
behavior arising from experience and
occurs through interplay of:
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Beliefs and Attitudes
Belief is a descriptive thought that a person
has about something based on:
• Knowledge
• Opinion
• Faith
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Attitudes describe a
person’s relatively
consistent evaluations,
feelings, and
tendencies toward an
object or idea
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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
Four Types of Buying Behavior
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The Buyer Decision Process
Buyer Decision Making Process
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The Buyer Decision Process
Need Recognition
• Occurs when the buyer recognizes a
problem or need triggered by:
– Internal stimuli
– External stimuli
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The Buyer Decision Process
Information Search
Sources of Information
• Personal sources—family and
friends
• Commercial sources—
advertising, Internet
• Public sources—mass media,
consumer organizations
• Experiential sources—handling,
examining, using the product
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The Buyer Decision Process
Evaluation of Alternatives
• How the consumer processes information
to arrive at brand choices
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The Buyer Decision Process
Purchase Decision
• The act by the consumer to buy the most
preferred brand
• The purchase decision can be affected by:
– Attitudes of others
– Unexpected situational factors
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The Buyer Decision Process
Post-Purchase Decision
• The satisfaction or dissatisfaction that the
consumer feels about the purchase
• Relationship between:
– Consumer’s expectations
– Product’s perceived performance
• The larger the gap between expectation and
performance, the greater the consumer’s
dissatisfaction
• Cognitive dissonance is the discomfort caused
by a post-purchase conflict
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The Buyer Decision Process
Post-Purchase Decision
Customer satisfaction is a key to building
profitable relationships with consumers—
to keeping and growing consumers and
reaping their customer lifetime value
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All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc.
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Copyright © 2010 Pearson Education, Inc.
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