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Chapter 5Consumer Markets
and Consumer Buyer Behavior
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products
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Case StudyHarley Davidson
Building Success
• Understanding the customers’ emotions and motivation
• Determining the factors of loyalty
• Translating this information to effective advertising
Measuring Success
• Currently 22% of all U.S. bike sales
• Demand above supply
• Sales doubled in the past 5 years with earnings tripled
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products
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Definitions
• Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption
• All of these final consumers combine to make up the consumer market
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products
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Model of Buyer BehaviorFigure 5.1
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Characteristics Affecting Consumer Behavior
– Culture• Forms a person’s
wants and behavior– Subculture
• Groups with shared value systems
– Social Class• Society’s divisions
who share values, interests and behaviors
• Cultural• Social• Personal• Psychological
Key FactorsKey Factors
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Characteristics Affecting Consumer Behavior
– Groups• Membership• Reference
– Aspirational• Opinion leaders
– Buzz marketing– Family
• Many influencers– Roles and status
• Cultural• Social• Personal• Psychological
Key FactorsKey Factors
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This advertiser
knows teens are strongly
influenced by groups
when purchasing
fashion itemsMarketing in Action
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Characteristics Affecting Consumer Behavior
– Age and life cycle– Occupation– Economic situation– Lifestyle
•Activities, interests and opinions
•Lifestyle segmentation– Personality and self-
concept
• Cultural• Social• Personal• Psychological
Key FactorsKey Factors
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VALSFigure 5.4
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Brand Personality Dimensions
• Sincerity• Ruggedness
• Excitement• Competence
• Sophistication
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Characteristics Affecting Consumer Behavior
– Motivation– Perception– Learning– Beliefs and
attitudes
• Cultural• Social• Personal• Psychological
Key FactorsKey Factors
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Psychological FactorsMotivation
• A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
• Motivation research is based on Freud. Looks for hidden and subconscious motivation
• Maslow ordered needs based on how pressing they are to the consumer
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Maslow’s Hierarchy of Needs
Figure 5.5
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This ad demonstrates a product
meeting physiological and social
needs
Marketing in Action5 - 17
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Discussion
What consumer products might fulfill multiple levels of the Hierarchy of
Needs?
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Psychological Factors Perception
• Perception is the process by which people select, organize, and interpret information.
• Perception Includes:– Selective attention
• Consumers screen out information
– Selective distortion• People interpret to support beliefs
– Selective retention• People retain points to support attitudes
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Discussion QuestionPerception
1. How many ads were you exposed to today?
2. Which ones do you remember? Why?
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Psychological Factors Learning
• Learning describes changes in an individual’s behavior arising from experience
• Learning occurs through– Drives
• Internal stimulus that calls for action– Stimuli
• Objects that move drive to motive– Cues
• Minor stimuli that affect response– Reinforcement
• Feedback on action
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Psychological Factors Beliefs and Attitudes
• Belief – a descriptive thought about a
brand or service– may be based on real knowledge,
opinion, or faith• Attitude
– describes a person’s evaluations, feelings and tendencies toward an object or idea
– They are difficult to change
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products
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Types of Buying Decision Behavior
Figure 5.6
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The Buyer Decision ProcessFigure 5.7
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The Buyer Decision Process
• Need recognition• Information search• Evaluation of
alternatives• Purchase decision• Postpurchase
behavior
• Needs can be triggered by:– Internal stimuli
•Normal needs become strong enough to drive behavior
– External stimuli•Advertisements•Friends of friends
Process Process Stages Stages
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The Buyer Decision Process
• Need recognition• Information search• Evaluation of
alternatives• Purchase decision• Postpurchase
behavior
• Consumers exhibit heightened attention or actively search for information
• Sources of information:– Personal– Commercial– Public– Experiential– Word-of-mouth
Process Process Stages Stages
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The Buyer Decision Process
• Need recognition• Information search• Evaluation of
alternatives• Purchase decision• Postpurchase
behavior
• Evaluation procedure depends on the consumer and the buying situation.
• Most buyers evaluate multiple attributes, each of which is weighted differently.
• At the end of the evaluation stage, purchase intentions are formed.
Process Process Stages Stages
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The Buyer Decision Process
• Need recognition• Information search• Evaluation of
alternatives• Purchase decision• Postpurchase
behavior
• Two factors intercede between purchase intentions and the actual decision:– Attitudes of
others– Unexpected
situational factors
Process Process Stages Stages
Video SnippetWild Planet realizes
that kids and parents make the decision for
toys
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The Buyer Decision Process
• Need recognition• Information search• Evaluation of
alternatives• Purchase decision• Postpurchase
behavior
• Satisfaction is important:– Delighted
consumers engage in positive word-of-mouth.
– Unhappy customers tell on average 11 other people.
• Cognitive dissonance is common
Process Process Stages Stages
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Discussion Question
How is a site like
Consumer Reports used in
the decision- making
process?
Marketing in ActionClick on screenshot for
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products
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Buyer Decision Process for New Products
• New Products– Good, service or idea that is
perceived by customers as new.
• Stages in the Adoption Process– Marketers should help
consumers move through these stages.
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Stages in the Adoption Process
• Awareness• Evaluation
• Interest• Trial
• Adoption
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Buyer Decision Process for New Products
• Individual Differences in Innovativeness– Consumers can be classified into
five adopter categories, each of which behaves differently toward new products.
• Product Characteristics and Adoption– Five product characteristics
influence the adoption rate.
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Adoption ProcessFigure 5.8
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Product Characteristics
• Relative Advantage
• Compatibility
• Complexity• Divisibility
• Communicability
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• Why might the adoption process be slow for a home robot?
Discussion Question
Source: Business WeekMarketing in ActionSource: Business Week
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Buyer Decision Process for New Products
• International Consumer Behavior– Values, attitudes and behaviors differ
greatly in other countries.– Physical differences exist which
require changes in the marketing mix.– Customs vary from country to
country.– Marketers must decide the degree to
which they will adapt their marketing efforts.
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Learning Goals
1. Define the consumer market and construct a model of consumer buyer behavior
2. Name the four factors that influence buyer behavior
3. List and understand the types of buying decision behavior and stages in the process
4. Describe the adoption and diffusion process for new products