chapter 6 analyzing consumer markets and buyer behavior

CHAPTER 6CHAPTER 6

ANALYZING CONSUMER ANALYZING CONSUMER MARKETS AND BUYER MARKETS AND BUYER

BEHAVIORBEHAVIOR

INFLUENCING FACTORS IN INFLUENCING FACTORS IN BUYING BEHAVIORSBUYING BEHAVIORS

Cultural Factors:Cultural Factors:» Culture:Culture:

Wants and behaviors of consumersWants and behaviors of consumers» Subculture:Subculture:

Nationalities, religion and regional differencesNationalities, religion and regional differences» Social Class:Social Class:

Income factor:Income factor:– social classes differ in many characteristics-high, middle social classes differ in many characteristics-high, middle

and low income groupsand low income groups– members behave more alike within each classmembers behave more alike within each class– members perceived as inferior/superiormembers perceived as inferior/superior– clusters of variation exists in each classclusters of variation exists in each class– members move from one class to another.members move from one class to another.

INFLUENCING FACTORS IN INFLUENCING FACTORS IN BUYING BEHAVIORS BUYING BEHAVIORS

Social Factor:Social Factor:» Reference Groups-membership groups:Reference Groups-membership groups:

primary-family, relatives, co-workersprimary-family, relatives, co-workers secondary-professional groupssecondary-professional groups aspirationalaspirational dissociativedissociative opinion leadersopinion leaders

» Family:Family: Husband, wife and childrenHusband, wife and children

» Role and Status.Role and Status.


Personal Factors:Personal Factors:» Age and Life Cycle StagesAge and Life Cycle Stages

family life cyclefamily life cycle psychological life cyclepsychological life cycle

» Occupation:Occupation: White color or blue color workersWhite color or blue color workers

» Economic Circumstances:Economic Circumstances: Spending/savingSpending/saving

» Life Style:Life Style: Psychographics and Value and life styles (VALS principlePsychographics and Value and life styles (VALS principle

» Personality and Self-Concept-self image: Personality and Self-Concept-self image: actual self-concept-how you view yourselfactual self-concept-how you view yourself ideal self-concept-how you would like to view yourselfideal self-concept-how you would like to view yourself others self-concept-how you think others view yourself others self-concept-how you think others view yourself


Psychological Factors:Psychological Factors:» Motivation:Motivation:

Need satisfaction and drive to act: Need satisfaction and drive to act: – biogenic-hunger, thirstbiogenic-hunger, thirst– psychogenic-esteem, recognitionpsychogenic-esteem, recognition– motive-pressing person to actmotive-pressing person to act

» Theories of motivation: Theories of motivation: Freud’s theory -unconscious behaviorsFreud’s theory -unconscious behaviors Maslow’s theory-need satisfactionMaslow’s theory-need satisfaction Herzberg’s theory-satisfiers/dissatisfiersHerzberg’s theory-satisfiers/dissatisfiers

» Perception-How the motivated person act:Perception-How the motivated person act: Selective attention:Selective attention:

– People do not pay attention everything around themPeople do not pay attention everything around them Selective distortion:Selective distortion:

– People twist information into personal meaningPeople twist information into personal meaning Selective Retention:Selective Retention:

– People will forget what they learnPeople will forget what they learn


» Learning-arise from experienceLearning-arise from experience Drive:Drive:

– Strong internal stimulus impelling actionStrong internal stimulus impelling action Cue:Cue:

– Minor stimuliMinor stimuli Reinforcement:Reinforcement:

– Rewarding experienceRewarding experience

» Beliefs and Attitudes:Beliefs and Attitudes: Beliefs:Beliefs:

– Descriptive thought based on knowledge and opinionDescriptive thought based on knowledge and opinion Attitudes:Attitudes:

– Favorable/unfavorable feelingsFavorable/unfavorable feelings

BUYING PROCESSBUYING PROCESS

Buying Roles:Buying Roles:» initiator-person who suggests the ideainitiator-person who suggests the idea» influencer-person who gives adviseinfluencer-person who gives advise» decider-person who decides to buydecider-person who decides to buy» buyer-person who makes actual purchasebuyer-person who makes actual purchase» user-person who consumesuser-person who consumes

Buying Behavior:Buying Behavior:» complex buying behaviors:complex buying behaviors:

High-involvement:High-involvement:

– Develop beliefsDevelop beliefs

– Develop attitudesDevelop attitudes

– Purchase decisionPurchase decision

BUYING PROCESS (CONT.)BUYING PROCESS (CONT.)

» Dissonance reducing behaviorsDissonance reducing behaviors Few differences between brands:Few differences between brands:

– Infrequent purchaseInfrequent purchase

» Habitual behavior:Habitual behavior: Low-involvement:Low-involvement:

– Brand familiarity and conviction. Brand familiarity and conviction. Techniques to convert high involved purchase to low involved purchase: Techniques to convert high involved purchase to low involved purchase:

– link the product to some issues(problem solving)link the product to some issues(problem solving)

– link to personal situationlink to personal situation

– trigger emotionstrigger emotions

– add important features, add important features,

» Variety-seeking buying behaviors:Variety-seeking buying behaviors: Brand switchingBrand switching


Buying Decision Process:Buying Decision Process:» Problem recognitionProblem recognition» Information search:Information search:

personal-family friendpersonal-family friend commercial-advertising, salespersoncommercial-advertising, salesperson public-consumer unionpublic-consumer union experiential-personal experienceexperiential-personal experience Information about competing set of brands:Information about competing set of brands:

– total settotal set– awareness setawareness set– consideration setconsideration set– choice setchoice set– final decisionfinal decision


» Evaluation of alternatives:Evaluation of alternatives: Brand belief and brand image(needs and benefits)Brand belief and brand image(needs and benefits)

» Purchase:Purchase: attitudes of othersattitudes of others unanticipated situational factorsunanticipated situational factors perceived riskperceived risk Purchase sub-decisions:Purchase sub-decisions:

– Brand, vendor, quantity, timing and payment methodBrand, vendor, quantity, timing and payment method

» Post Purchase behaviors:Post Purchase behaviors: Post-purchase satisfaction:Post-purchase satisfaction:

– Satisfied, somewhat satisfied, dissatisfiedSatisfied, somewhat satisfied, dissatisfied Post-purchase action:Post-purchase action:

– Repeat purchaseRepeat purchase

– ComplainsComplains Post-purchase use and disposal of product:Post-purchase use and disposal of product:

– Storage and new uses of the productStorage and new uses of the product

chapter 6 analyzing consumer markets and buyer behavior

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