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CONSUMER MARKETS &

CONSUMER BUYER BEHAVIOR

Ms. Phuong Doan thphuong.doan@gmail.com

CONSUMER MARKETS & CONSUMER BUYER BEHAVIOR Ms. Phuong Doan thphuong.doan@gmail.com
CONSUMER MARKETS & CONSUMER BUYER BEHAVIOR Ms. Phuong Doan thphuong.doan@gmail.com
CONSUMER BUYER BEHAVIOR
CONSUMER BUYER BEHAVIOR

Consumer buyer behavior = buying behavior of

final

consumers

individuals

&

households

who buy

goods & services for personal consumption.

Consumer buyer behavior influences the choice of

target market & the composition of the marketing mix

of target market & the composition of the marketing mix  Understanding consumers is a cornerstone

Understanding consumers is a cornerstone of Marketing

CONTENTS

Model of Consumer Behavior

The Buyer Decision Process

Characteristics affecting Consumer Behavior

 Model of Consumer Behavior  The Buyer Decision Process  Characteristics affecting Consumer Behavior

MODEL OF CONSUMER BEHAVIOR

Marketing Stimuli

-

Product

-

Price

-

Promotion

-

Place

Buyer Responses

- Product choice

- Brand choice

- Dealer choice

- Purchase timing

- Purchase

amount

- Purchase

frequency

Buyer’s Decision Process Buyer’s Characteristics

Buyer’s Decision Process Buyer’s Characteristics Others - Economic - Technological - Social - Cultural
Buyer’s Decision Process Buyer’s Characteristics Others - Economic - Technological - Social - Cultural

Others

- Economic

- Technological

- Social

- Cultural

BUYER DECISION PROCESS

BUYER DECISION PROCESS

Buying process starts long before the actual

purchase & continues long after.

Need

Recognition

purchase & continues long after. Need Recognition Information Search Evaluation of Alternatives Purchase

Information

Search

long after. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-

Evaluation

of

Alternatives

Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior  Focus

Purchase

Decision

Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior  Focus on the entire process

Post-

purchase

Behavior

Alternatives Purchase Decision Post- purchase Behavior  Focus on the entire process rather than on the

Focus on the entire process rather than

on the purchase decision only.

NEED RECOGNITION Need Recognition Information Search Evaluation of Alternatives Purchase Decision
NEED RECOGNITION
NEED RECOGNITION

Need

Recognition

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior

Information

Search

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior

Evaluation

of

Alternatives

Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior Occurs when

Purchase

Decision

Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior Occurs when the buyer recognizes

Post-

purchase

Behavior

Occurs when the buyer recognizes a problem or need.

Internal Stimuli

External Stimuli

Behavior Occurs when the buyer recognizes a problem or need . Internal Stimuli External Stimuli Need
Behavior Occurs when the buyer recognizes a problem or need . Internal Stimuli External Stimuli Need

Need Stimulation

SNICKERS

YOU’RE NOT YOU WHEN YOU’RE HUNGRY

SNICKERS YOU’RE NOT YOU WHEN YOU’RE HUNGRY

SNICKERS

YOU’RE NOT YOU WHEN YOU’RE HUNGRY

Snickers uses advertising messages to stimulate impulse purchasing.

Snickers uses advertising messages

to stimulate impulse purchasing.

INFORMATION SEARCH Need Recognition Information Search Evaluation of Alternatives Purchase Decision
INFORMATION SEARCH
INFORMATION SEARCH

Need

Recognition

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior The

Information

Search

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior The

Evaluation

of

Alternatives

Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior The

Purchase

Decision

Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior The objective of information

Post-

purchase

Behavior

The objective of information search is to build up the

awareness set the array of brands that may

provide a solution to the problem.

It helps consumers to

learn about several brands available

drop certain brands from consideration

INFORMATION SEARCH Need Recognition Information Search Sources of Information: Evaluation of
INFORMATION SEARCH
INFORMATION SEARCH

Need

Recognition

Need Recognition Information Search Sources of Information: Evaluation of Alternatives Purchase Decision Post-

Information

Search

Need Recognition Information Search Sources of Information: Evaluation of Alternatives Purchase Decision Post-

Sources of Information:

Evaluation

of

Alternatives

Sources of Information: Evaluation of Alternatives Purchase Decision Post- purchase Behavior 

Purchase

Decision

Evaluation of Alternatives Purchase Decision Post- purchase Behavior  Personal sources (family,

Post-

purchase

Behavior

Personal sources (family, friends, acquaintances, etc.)

Commercial sources (advertising, salespeople, packaging, websites, etc.)

Public sources (mass media, internet searches, etc.)

sources (handling, examining, using the

Experiential

product)

INFORMATION SEARCH Personal sources Commercial sources  Commercial sources: Public sources
INFORMATION SEARCH
INFORMATION SEARCH

Personal

sources

Commercial

sources

Commercial sources:

Public

sources

Experiential

sources

controlled by marketers

provide information inform the buyer

Personal sources:

the most effective ones, esp. in this digital era

legitimize or evaluate products for buyer

MOFF BAND

WEARABLE SMART TOY

MOFF BAND WEARABLE SMART TOY

EVALUATION OF ALTERNATIVES

& PURCHASE DECISION Evaluation Information Purchase of Search Decision Alternatives
& PURCHASE DECISION
Evaluation
Information
Purchase
of
Search
Decision
Alternatives

Need

Recognition

Consumers

use

information

to evaluate

Post-

purchase

Behavior

&

rank

alternative brands in their choice set, and form

purchase intentions.

It depends on individual consumer

specific buying situation

the Level of Involvement is the KEY

LEVEL OF INVOLVEMENT

Level of Involvement High involvement Low involvement
Level of Involvement
High involvement
Low involvement

Purchases that are likely to include high expenditure or

personal risk (house, car,

computer, etc.)

expenditure or personal risk (house, car, computer, etc.)  extensive evaluation Simple purchases in which

extensive evaluation

Simple purchases in which consumers are likely to make

quick choices (a bottle of

water, a bar of chocolate, etc.)

in which consumers are likely to make quick choices (a bottle of water, a bar of

simple evaluation

HIGH INVOLVEMENT

The Fishbein&Ajzen Model of Reasoned Action

Personal

Beliefs

Model of Reasoned Action Personal Beliefs Attitudes Purchase Intentions Purchase Normative Beliefs

AttitudesModel of Reasoned Action Personal Beliefs Purchase Intentions Purchase Normative Beliefs Norms

Model of Reasoned Action Personal Beliefs Attitudes Purchase Intentions Purchase Normative Beliefs Norms

Purchase

Intentions

Purchase

Personal Beliefs Attitudes Purchase Intentions Purchase Normative Beliefs Norms Subjective The buyer believes: 
Personal Beliefs Attitudes Purchase Intentions Purchase Normative Beliefs Norms Subjective The buyer believes: 

Normative

Beliefs

Norms

Subjective Purchase Intentions Purchase Normative Beliefs Norms The buyer believes:  iPhone = more cost-saving (which is

Intentions Purchase Normative Beliefs Norms Subjective The buyer believes:  iPhone = more cost-saving (which is

The buyer believes:

iPhone = more cost-saving (which is very important to this buyer)

Both

models

are

virtually

(eg.

identical

on

other

& speed)

attributes

reliability,

design

LOW INVOLVEMENT

The Ehrenberg&Goodhart Repeat Purchase Model

Awareness

Trial

Ehrenberg&Goodhart Repeat Purchase Model Awareness Trial Repeat Purchase The behavior becomes habitual with
Ehrenberg&Goodhart Repeat Purchase Model Awareness Trial Repeat Purchase The behavior becomes habitual with

Repeat Purchase

The behavior becomes habitual

with

formation

Purchase The behavior becomes habitual with formation or little conscious thought of attitudes preceding behavior.

or

little

conscious

thought

of

attitudes

preceding

behavior.

or little conscious thought of attitudes preceding behavior.  Consumers are likely to look for solution

Consumers are likely to look for

solution

satisfactory

rather

a

than the best one.

of attitudes preceding behavior.  Consumers are likely to look for solution satisfactory rather a than

LEVEL OF INVOLVEMENT

FOUR TYPES OF BUYER BEHAVIOR
FOUR TYPES OF BUYER BEHAVIOR
FOUR TYPES OF BUYER BEHAVIOR

POST-PURCHASE DECISION

POST-PURCHASE DECISION Need Recognition Information Search Consumers every purchase. feel at least

Need

Recognition

Need Recognition Information Search Consumers every purchase. feel at least Evaluation of Alternatives Purchase

Information

Search

Need Recognition Information Search Consumers every purchase. feel at least Evaluation of Alternatives Purchase

Consumers

every purchase.

feel

at

least

Evaluation

of

Alternatives

purchase. feel at least Evaluation of Alternatives Purchase Decision Post- purchase Behavior some

Purchase

Decision

at least Evaluation of Alternatives Purchase Decision Post- purchase Behavior some post-purchase dissonance

Post-

purchase

Behavior

some

post-purchase

dissonance

for

Cognitive dissonance = post-purchase concerns

Uncertainty about making the right decision

The choice of one product = The rejection of the alternatives

POST-PURCHASE DECISION Effective Marketing aims to create customer satisfaction in both low- & high-involvement
POST-PURCHASE DECISION
POST-PURCHASE DECISION

Effective Marketing aims to create customer satisfaction

in both low- & high-involvement situations.

satisfaction in both low- & high-involvement situations. Consumer’s expectations Product’s perceived
satisfaction in both low- & high-involvement situations. Consumer’s expectations Product’s perceived
Consumer’s expectations
Consumer’s
expectations
Product’s perceived performance
Product’s
perceived performance

Positive

experiences

from

the

purchase

the products or services are essential.

of

Need Recognition
Need
Recognition
Information Search
Information
Search

Describe

how

Evaluation of Alternatives
Evaluation
of
Alternatives

you

or

Purchase Decision
Purchase
Decision

your

Evaluation of Alternatives you or Purchase Decision your Post- purchase Behavior family went through this process
Post- purchase Behavior
Post-
purchase
Behavior

family

went through this process to make

a recent purchase.

Need

Recognition

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior not

Information

Search

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior not

Evaluation

of

Alternatives

Information Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior not all

Purchase

Decision

Search Evaluation of Alternatives Purchase Decision Post- purchase Behavior not all follow above. the

Post-

purchase

Behavior

not

all

follow

above.

the

However,

the

consumer behavior process can be influenced by a

number of factors:

consumers

process

as

same

buyer

decision

Because

External Cultural Social
External
Cultural
Social
Internal Personal Psychological
Internal
Personal
Psychological
CHARACTERISTICS AFFECTING
CHARACTERISTICS
AFFECTING

CONSUMER BEHAVIOR

CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR
CHARACTERISTICS
AFFECTING CONSUMER BEHAVIOR

Cultural factors

Culture

Subculture

Social class

Personal Factors

Age & Life cycle stage

Occupation

Economic situation

Lifestyle

Personality & Self-concept

Social factors

Groups & Social Networks

Family

Roles & Status

Psychological Factors

Motivation

Perception

Learning

Beliefs & Attitudes

(Course book, pp.135-150)

CULTURAL FACTORS
CULTURAL FACTORS

Culture

Subculture

Social

Class

CULTURE

CULTURE  Culture = Traditions, taboos, values & basic attitudes of the whole society in which

Culture = Traditions, taboos, values & basic attitudes

of the whole society in which an individual lives

Culture = The most basic cause of a person’s wants & behavior Culture may vary greatly from country to country

Vietnamese cultural values emphasize the importance of family and community. Its core values, which embrace the principles of Confucianism, are harmony, duty & honor, respect, education and allegiance to the family.

Source: Asian Culture Brief: Vietnam, hawaii.edu

TẾT – FAMILY COMMUNITY

COCA COLA CÙNG GẮN KẾT - TẾT MỚI VỀ

TẾT – FAMILY – COMMUNITY COCA COLA – CÙNG GẮN KẾT - TẾT MỚI VỀ

CULTURE

CULTURE Marketers are always trying to spot cultural to discover new products that might be wanted.

Marketers are always trying to spot cultural to discover new products that might be wanted.

shifts

Greater concern for beauty & fitness

health and fitness service (such as spa, gym, herbal medicine, plastic surgery, etc.)

Greater concern for life experience

travel and tourism-related service

SUB-CULTURES

SUB-CULTURES Groups of people with shared values based on common life experiences & situations

Groups of people with

shared values

based on common life

experiences &

situations

Groups of people with shared values based on common life experiences & situations

Describe at least one subculture to

which you belong to.

SOCIAL CLASS

SOCIAL CLASS Social classes are society’s relatively permanent and ordered divisions whose members share similar

Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors.

Upper-class

Middle-class

Lower-class

In the US, it is measured by a combination of occupation, income, education, wealth, and other variables.

In the UK, it is largely based on occupation.

In Vietnam?

SOCIAL FACTORS
SOCIAL FACTORS
Groups & Social Networks • Membership groups • Reference groups  Word-of-mouth influence  Opinion
Groups &
Social Networks
• Membership groups
• Reference groups
 Word-of-mouth
influence
 Opinion Leader –
Brand Ambassador
• Online social
networks
Family • The most important consumer buying organization in society • Buying roles change based
Family
• The most important
consumer buying
organization in
society
• Buying roles change
based on evolving
consumer lifestyles
& products/services
Role & Status • A role consists of activities people are expected to perform according
Role & Status
• A role consists of
activities people are
expected to perform
according to people
around them
• Each role carries a
status reflecting the
general esteem
given to it by society
SOCIAL FACTORS Groups & Social Networks • Membership groups • Reference groups  Word-of-mouth influence
SOCIAL FACTORS
SOCIAL FACTORS
Groups & Social Networks • Membership groups • Reference groups  Word-of-mouth influence  Opinion
Groups &
Social Networks
• Membership groups
• Reference groups
 Word-of-mouth
influence
 Opinion Leader –
Brand Ambassador
• Online social
networks
Family • The most important consumer buying organization in society • Buying roles change based
Family
• The most important
consumer buying
organization in
society
• Buying roles change
based on evolving
consumer lifestyles
& products/services
Role & Status • A role consists of activities people are expected to perform according
Role & Status
• A role consists of
activities people are
expected to perform
according to people
around them
• Each role carries a
status reflecting the
general esteem
given to it by society
GROUPS
GROUPS

Membership groups = groups to which a person already

belongs to

family, friends, co-workers, neighbors, etc.

religious, professional, trade unions, etc.

Reference

groups like to belong to

=

groups

to

which

a

person

would

Opinion Leader/ Influential Brand Ambassador

Buzz Marketing (Word-of-mouth power + opinion leader)

In different areas
In different areas
In different areas
Buzz Marketing
Buzz Marketing

INFLUENTIAL

BRAND AMBASSADOR
BRAND AMBASSADOR
INFLUENTIAL – BRAND AMBASSADOR
ONLINE SOCIAL NETWORKS
ONLINE SOCIAL NETWORKS
ONLINE SOCIAL NETWORKS
OSCAR SELFIE Preplanned by Samsung

OSCAR

SELFIE

Preplanned by

Samsung

Describe at least one subculture to which you belong and identify any

reference groups that might influence

your consumption behavior.

SOCIAL FACTORS Groups & Social Networks • Membership groups • Aspirational groups  Word-of-mouth influence
SOCIAL FACTORS
SOCIAL FACTORS
Groups & Social Networks • Membership groups • Aspirational groups  Word-of-mouth influence  Opinion
Groups &
Social Networks
• Membership groups
• Aspirational groups
 Word-of-mouth
influence
 Opinion Leader –
Brand Ambassador
• Online social
networks
Family • The most important consumer buying organization in society • Buying roles change based
Family
• The most important
consumer buying
organization in
society
• Buying roles change
based on evolving
consumer lifestyles
& products/services
Role & Status • A role consists of activities people are expected to perform according
Role & Status
• A role consists of
activities people are
expected to perform
according to people
around them
• Each role carries a
status reflecting the
general esteem
given to it by society
FAMILY
FAMILY

Family = the most important consumer buying organization in society

the most important consumer buying organization in society Family members have different roles & influence on

Family members have different roles & influence on the

purchase of different products & services

The buying roles of husband & wife are changing

The strong influence of kids on family buying decision



Understanding

user)*

is

buyer/

the roles

(initiator/

for

influencer/

decider/

targeting persuasive

very

important

communications.

NESTLÉ MILO
NESTLÉ MILO
NESTLÉ MILO
NESTLÉ MILO
NESTLÉ MILO
NESTLÉ MILO

*FAMILY MEMBERS’ DIFFERENT ROLES

Initiators who suggest purchasing a product or service

Influencers who try to affect the outcome decision with their opinions

Deciders who have the final decision

Buyers who are responsible for the contract

End users who actually use or consume the item purchased

SOCIAL FACTORS Groups & Social Networks • Membership groups • Aspirational groups  Word-of-mouth influence
SOCIAL FACTORS
SOCIAL FACTORS
Groups & Social Networks • Membership groups • Aspirational groups  Word-of-mouth influence  Opinion
Groups &
Social Networks
• Membership groups
• Aspirational groups
 Word-of-mouth
influence
 Opinion Leader –
Brand Ambassador
• Online social
networks
Family • The most important consumer buying organization in society • Buying roles change based
Family
• The most important
consumer buying
organization in
society
• Buying roles change
based on evolving
consumer lifestyles
& products/services
Role & Status • A role consists of activities people are expected to perform according
Role & Status
• A role consists of
activities people are
expected to perform
according to people
around them
• Each role carries a
status reflecting the
general esteem
given to it by society

‘When a woman gets married,

she should concentrate on

keeping the home.’

Do you agree?

P&G PROUD SPONSOR OF MOM

P&G – PROUD SPONSOR OF MOM
P&G – PROUD SPONSOR OF MOM
PERSONAL FACTORS
PERSONAL FACTORS

Age & Life-

cycle Stage

Occupation

Economic

Situation

Lifestyle

Personality &

Self-concept

AGE & LIFE-CYCLE STAGE
AGE & LIFE-CYCLE STAGE

People change the goods & services they buy over their lifetimes, for their needs, incomes, expenses, lifestyles, etc. change over their lifetime

Buying is shaped by the stage of the family life-cycle

Appropriate products & marketing plans

developed for each stage

are

AGE & LIFE-CYCLE STAGE
AGE & LIFE-CYCLE STAGE

Single

S i n g l e Young couples, no children Solitary, retired Young parents married, retired

Young couples,

no children

Solitary,

retired

n g l e Young couples, no children Solitary, retired Young parents married, retired Empty nester,

Young parentsn g l e Young couples, no children Solitary, retired married, retired Empty nester, parents M

married,

retired

Empty nester, Solitary, retired Young parents married, retired parents M i d d l e - a g

parents

M i d d l e - a g e d , Middle-aged,

Empty nester, parents M i d d l e - a g e d , married,

married,

working

Empty nester, M i d d l e - a g e d , married, working A person’s

A person’s classic family life-cycle stage (Jobber, 2013)

JOHN LEWIS

‘NEVER KNOWINGLY UNDERSOLD’

JOHN LEWIS ‘NEVER KNOWINGLY UNDERSOLD’
ECONOMIC SITUATION
ECONOMIC SITUATION

Economic

situation

= personal income, interest rates

savings &

Affects a person’s store & product choices

 Affects a person’s store & product choices  Products need to be redesigned, repositioned, and

Products need to be redesigned, repositioned,

and repriced according to economic situations

OCCUPATION
OCCUPATION

A person normally buys goods that suit his occupation.

Ex:

A

car

might

be

considered

as

necessity

for

a

businessman but luxury for a teacher

as necessity for a businessman but luxury for a teacher  Occupation affects the consumption of

Occupation affects the consumption of goods and services

DELL INSPIRE

SMALL BUSINESSES WITH BIG IDEAS

DELL INSPIRE SMALL BUSINESSES WITH BIG IDEAS
LIFESTYLE
LIFESTYLE

Lifestyle

is

the

way

of

living

that

an

individual

chooses

according to his/her activities, interests, and opinions (AIO dimensions).

A = work, hobbies, shopping, sports, social events, etc.

I = food, fashion, family, recreation, etc.

O = about themselves, social issues, business, products, etc.



It

profiles

person’s

whole

a

interacting in the world.

pattern

of

acting

&

LIFESTYLE
LIFESTYLE

Consumers don’t just buy products,

they buy values and lifestyles those

products represent.

Consumers don’t just buy products, they buy values and lifestyles those products represent.

PERSONALITY & SELF-CONCEPT

Personality = unique psychological characteristics

that distinguish a person or a group

Brands also have personalities, and consumers

are likely to choose brands that match their own.

We are what we have’

SAMSUNG GALAXY A

SAMSUNG GALAXY A

MAYHEM SAIGON

NOT RECOMMENDED FOR AVERAGE PEOPLE

MAYHEM SAIGON NOT RECOMMENDED FOR AVERAGE PEOPLE

What brands are your favorites or do you often use? Why?

Can they reflect your personality or

lifestyle?

PSYCHOLOGICAL FACTOR
PSYCHOLOGICAL FACTOR

Motivation

Perception

Learning

Beliefs & Attitudes

MOTIVATION

Needs Motives Actions Goals
Needs
Motives
Actions
Goals

aroused to a

sufficient level of

intensity

Needs Motives Actions Goals aroused to a sufficient level of intensity Satisfaction Simple Motivation Process
Satisfaction
Satisfaction

Simple Motivation Process

APPLE THINK DIFFERENT

APPLE – THINK DIFFERENT “Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with

them, glorify, or vilify them. About the

only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the

crazy ones, we see genius.

Because the people who are crazy enough to think they can change the world, are the ones who do.

Everyone has the power to change themselves and those around them.

Apple satisfies the highest level of

human needs: Self-actualization

PERCEPTION

Perception is the complex process by which people

select, organize, & interpret information to form a meaningful picture of the world.

Selective Attention • screen out most of the information to which they are exposed 
Selective Attention
• screen out most of
the information to
which they are
exposed
 ad needs to catch
attention
Selective Distortion • interpret info in a way that will support what they already believe
Selective Distortion
• interpret info in a
way that will
support what they
already believe
 ad has to present
message clearly
Selective Retention • remember good points made about a brand they favor • forget good
Selective Retention
• remember good
points made about a
brand they favor
• forget good points
about competing
brands
 help reduce
cognitive dissonance

SUBLIMINAL ADVERTISING

People are affected without notice.

People are affected without notice.

People are affected without notice.

COLORS & THE MIND

COLORS & THE MIND

LEARNING

Stimulus Cue Response
Stimulus
Cue
Response

Drive

Reinforcement

Look for a skincare product to buy Sampling Take & use
Look for a skincare
product to buy
Sampling
Take & use

Want to have a fairer skin

Good experience

The result of the learning process is the creation of product positioning. Marketers have to create a clear & favorable position in the mind of the consumer.

BELIEFS & ATTITUDES

Beliefs = consumer’ thoughts about a product/service

Form Attitudes (favorable/unfavorable)

B&A

play

an

important

part

in

the

evaluation

of

alternatives in the buyer decision process.

It is essential for marketers to consider their:

Product design (match product attributes to beliefs & attitudes)

Persuasive

communication

misconceptions & establish new B&A)

Pricing (match

cost)

price

with

customers’

(reinforce

existing

beliefs

about

what

positive

a

‘good’

B&A;

correcting

product

would

MC DONALD’S

OUR FOOD. YOUR QUESTIONS.

MC DONALD’S OUR FOOD. YOUR QUESTIONS.
MC DONALD’S OUR FOOD. YOUR QUESTIONS.

BUYER DECISION PROCESS

FOR NEW PRODUCTS
FOR NEW PRODUCTS

ADOPTION PROCESS

The mental process through which an individual

passes from first learning about an innovation to final adoption.

Awareness

learning about an innovation to final adoption . Awareness Interest Evaluation Trial Adoption  This model

Interest

about an innovation to final adoption . Awareness Interest Evaluation Trial Adoption  This model suggests

Evaluation

to final adoption . Awareness Interest Evaluation Trial Adoption  This model suggests that the new-product

Trial

to final adoption . Awareness Interest Evaluation Trial Adoption  This model suggests that the new-product

Adoption

adoption . Awareness Interest Evaluation Trial Adoption  This model suggests that the new-product marketer

This model suggests that the new-product marketer should think about how to help consumers move through these stages.

ADOPTER CATEGORIZATION

ADOPTER CATEGORIZATION

SUMMARY

SUMMARY
SUMMARY

Product/ Price/ Promotion/ Place

Product / Price / Promotion / Place Economic / Technological / Social / Cultural Need Recognition

Economic/ Technological/ Social/ Cultural

/ Place Economic / Technological / Social / Cultural Need Recognition Information Personal Cultural Search
Need Recognition Information Personal Cultural Search Evaluation of Alternatives Purchase Psychological Social
Need
Recognition
Information
Personal
Cultural
Search
Evaluation of
Alternatives
Purchase
Psychological
Social
Decision
Post-purchase
Behavior

Product choice/ Brand choice/ Dealer choice Purchase timing/ Purchase amount/ Purchase frequency