Scribd
Upload
76 views19 pages

Analyzing Consumer Markets and Buyer Behavior

Consumer behavior

Uploaded by

Harikrishnan S Nair
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
76 views19 pages

Analyzing Consumer Markets and Buyer Behavior

Consumer behavior

Uploaded by

Harikrishnan S Nair
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd

Chapter 6

Analyzing Consumer
Markets and Buyer
Behavior

©2003 Prentice Hall, Inc.


Objectives

 Determine how cultural, social,


personal, and psychological
factors influence consumer buying
behavior.
 Describe how the consumer
makes a purchasing decision.

©2003 Prentice Hall, Inc.


Consumer Behavior

 What is Consumer Behavior:


“studies how individuals, groups,
and organizations select, buy, use,
and dispose of goods, services,
ideas, or experiences to satisfy
their needs and desires.”

©2003 Prentice Hall, Inc.


CB Basic Model

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
How and Why Consumers Buy

 Buying behavior is influenced by:


– Cultural factors
– Social factors
– Personal factors
– Psychological factors

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
How and Why Consumers Buy

Influence Factors  Exert broadest


and deepest
 Cultural influence
 Culture
 Social
 Subculture
 Personal
 Social classes
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 6
How and Why Consumers Buy

Major U.S. Social Classes

 Upper Uppers  Middle Class


 Lower Uppers  Working Class
 Upper Middles  Upper Lowers
Lower Lowers
©2003 Prentice Hall, Inc. Slide 7 in Chapter 6
How and Why Consumers Buy

Influence Factors  Reference groups


– Membership
 Primary vs.
 Cultural secondary
– Aspirational vs.
 Social dissociative
 Personal  Family

 Psychological  Social roles and


statuses
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6
How and Why Consumers Buy

Influence Factors  Age


 Stage in life cycle
 Occupation
 Cultural
 Economic
 Social circumstances
 Personal  Lifestyle
 Personality
 Psychological
 Self-concept
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
How and Why Consumers Buy

VALS 2 classifies U.S. adults into


eight psychographic groups
 Actualizers  Believers
 Fulfilleds  Strivers
 Achievers  Makers
 Experiencers  Strugglers

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 6
How and Why Consumers Buy

Influence Factors  Motivation


 Perception
 Cultural  Learning
 Social  Beliefs
 Personal  Attitudes
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
Motivation Theory

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 6
Memory And Emotion

To accompany A Framework for Marketing Management, 2nd Edition

©2003 Prentice Hall, Inc. Slide 13 in Chapter 6


Consumer Buying Decision Process

 In addition to understanding how


these factors influence
consumers, marketers must
identify and understand:
– Who makes the buying decision
– The types of buying decisions
– The stages in the buying process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6
Consumer Buying Decision Process

Understand  Initiator
 Influencer
 Buying roles  Decider
 Buying behavior  Buyer
 Buying decision  User
process

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 6
Consumer Buying Decision Process

Understand  Complex buying


behavior
 Dissonance-
 Buying roles reducing buying
behavior
 Buying behavior
 Habitual buying
 Buying decision behavior
process  Variety-seeking
buying behavior
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 6
Consumer Buying Decision Process

Understand  Problem recognition


 Information search
 Buying roles  Evaluation of
alternatives
 Buying behavior
 Purchase decision
 Buying decision
 Postpurchase
process behavior

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 6
Consumer Buying Decision Process

 Postpurchase Behavior:
– Consumers’ expectations are
compared to performance
– Postpurchase satisfaction
influences future behavior
 Purchasingbehavior
 Word-of-mouth communications

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 6
Consumer Buying Decision Process

 Marketers should attempt to influence


and monitor postpurchase behavior
– Postpurchase communications reduce
dissonance, returns, and order
cancellations
– Talk with customers to discover new
uses for existing products
– Investigate methods of product disposal

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 6

You might also like