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Consumer Markets
and
Consumer Buyer
Behavior
Consumer Buying Behavior 5-2
r e So
ltu c ial
Cu Motives
Attitudes
Needs Consumer
Purchase
Business
Decision Learning
Family
Perception
Personality
Economic
Model of Consumer Behavior 5-4
Buyers Characteristics
Decision Affecting
Process
Buyers Black Box Consumer
Behavior
Consumer Behavior
Culture
Social
Personal
Psychological
Buyer
Factors Affecting Consumer Behavior: 5-6
Culture
Most basic cause of a person's wants and
behavior.
Values
Perceptions
Subculture Social Class
Groups of people with shared People within a social class
value systems based on common tend to exhibit similar buying
life experiences. behavior.
North Indian Consumers Occupation
African American Consumers Income
Asian American Consumers Education
Mature Consumers Wealth
Factors Affecting Consumer Behavior: 5-7
Social
Groups
Membership
Reference
Family
Husband, wife, kids
Social Factors
Personal
Personal Influences
Lifestyle Identification
Activities Opinions
Interests
VALS 2 5-9
Strugglers
Minimal Resources
Factors Affecting Consumer Behavior: 5-10
Psychological
Motivation
Learning
Maslows Hierarchy of Needs 5-11
Self
Actualization
(Self-development)
Esteem Needs
( self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Types of Buying Decisions 5-12
High Low
Involvement Involvement
Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior
The Buyer Decision Process 5-13
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
5-14
DECISION MAKING PROCESSES
Need Recognition
Difference between an actual state and a desired state
Thirst Magazine ad
A persons normal Radio slogan
needs
Stimuli in the
environment
The Buyer Decision Process 5-16
Advertising, salespeople
Commercial Sources Receives most information
from these sources
Mass Media
Public Sources Consumer-rating groups
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.
The Buyer Decision Process 5-18
Purchase Intention
Desire to buy the most preferred brand
Attitudes Unexpected
of others situational
factors
Purchase Decision
The Buyer Decision Process 5-19
Consumers Expectations of
Products Performance
Products Perceived
Performance
Satisfied Dissatisfied
Customer! Customer
Cognitive Dissonance
Stages in the Adoption Process 5-20
Awareness
Interest
Evaluation
Trial
Adoption
Adoption of Innovations
Percentage of Adopters
5-21
Early
34% 34% Laggards
Adopters
13.5% 16%
2.5% Time of Adoption
Early Late
Influences on the Rate of Adoption 5-22
of New Products
Product
Characteristics Compatibility
Divisibility Does the innovation
Can the innovation fit the values and
be used on a experience of the
trial basis? target market?
Complexity
Is the innovation
difficult to
understand or
use?