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Chapter 5
Consumer Markets and
Consumer Buyng Behavor
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Consumer Buyng
Behavor

Consumer Buyng Behavor refers to the

buyng behavor of fna consumers
-ndvduas & househods who buy goods
and servces for persona consumpton.

A these consumers make up the

consumer market.

The centra queston for marketers s:

"How do consumers respond to varous

marketng efforts the company mght use?"
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Mode of Buyer Behavor
(Fg. 5.1)
Marketng and
Other Stmu
Marketing
Product
Prce
Pace
Promoton
Other
Economc
Technoogca
Potca
Cutura
Buyers Back Box
Buyer Characteristics
Buyer Decision Process
Buyer Responses
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
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Factors Infuencng
Consumer Behavor (Fg.
5.2)
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
lifecycle
Occupation
!conomic
situation
"ifestyle
Personality
and
selfconcept
Psycho
logical
Moti#ation
Perception
"earning
Beliefs and
attitudes
Buyer
Culture
Su$
culture
Social
class
Culture
Su$
culture
Social
class
Cultural
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Factors Affectng
Consumer Behavor:
Cuture

Su$culture

Group of peope wth

shared vaue systems
based on common fe
experences.
Hspanc Consumers
Afrcan Amercan
Consumers
Asan Amercan Consumers

Mature Consumers

Cuture s the Most Basc Cause of a
Person's Wants and Behavor.
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Factors Affectng
Consumer Behavor:
Cuture

Cuture s the Set of Vaues, Perceptons,
Wants & Behavor Learned by a Member of
Socety from Famy.

Social Class
Socetys reatvey
permanent & ordered
dvsons whose members
share smar vaues,
nterests, and behavors.

Measured by: Occupaton,

Income, Educaton, Weath
and Other Varabes.
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Groups

Membershp

Reference
Groups

Membershp

Reference
Famy (most
mportant)

Husband, wfe, kds

Infuencer, buyer,
user
Famy (most
mportant)

Husband, wfe, kds

Infuencer, buyer,
user
Roes and Status
Roes and Status
Soca Factors
Soca Factors
Factors Affectng
Consumer Behavor:
Soca
Family Buying Influence
Children can exert a
strong influence on
family buying decisions.
Johnson & Johnson reminds
customers of its commitment
to the American Family.
What other companies use
children to influence
family buying decisions
Clic! or press spacebar to return
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Persona Infuences
Persona Infuences
Age and Lfe
Cyce Stage
Age and Lfe
Cyce Stage
Occupaton
Occupaton
Personaty &
Sef-Concept
Personaty &
Sef-Concept
Economc
Stuaton
Economc
Stuaton
Actvtes
Actvtes
Interests
Interests
Lfestye Identfcaton
Lfestye Identfcaton
Opnons
Opnons
Factors Affectng
Consumer Behavor:
Persona
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%igh Resources
%igh &nno#ation
Achevers
Achevers
Actuazers
Actuazers
Struggers
Struggers
Strvers
Strvers
Fufeds
Fufeds
Beevers
Beevers
Experencers
Experencers
Makers
Makers
SRI Vaues and Lfestyes
(VALS) (Fg. 5.3)
"o' Resources "o' &nno#ation
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Factors Affectng
Consumer Behavor:
Psychoogca
Psychoogca
Factors
Affectng
Buyers
Choces
Motvaton
Percepton
Learnng
Beefs and
Atttudes
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Physoogca Needs
(hunger, thrst)
Safety Needs
(securty, protecton)
Soca Needs
(sense of beongng,
ove)
Esteem Needs
(sef-esteem)
Sef
Actuazaton
(Sef-deveopment)
Masows Herarchy of
Needs
(Fg. 5.4)
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Hgh
Invovement
Sgnfcant
dfferences
between
brands
Few
dfferences
between
brands
Low
Invovement
Types of Buyng Decson
Behavor (Fg. 5.5)
Compex
Buyng
Behavor
Varety-
Seekng
Behavor
Dssonance-
Reducng Buyng
Behavor
Habtua
Buyng
Behavor
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Buyer Decson Process
(Fg. 5.6)
Postpurchase
Behavor
Purchas
e
Decisio
n
Informato
n
Search
Need
Recognto
n
Evauaton
of
Aternatves
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Buyer Decson Process
Step 1. Need Recognton
State Where
the Buyers
Needs are
Fufed and
the Buyer s
Satsfed.
Needs Arsng
From:
Interna
Stmu -
Hunger
Externa
Stmu-
Friends
Buyer
Recognzes
a
Probem
or a
Need.
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Famy, frends, neghbors
Most effectve source of
nformaton
Advertsng, saespeope
Receves most nformaton from
these sources
Mass Meda
Consumer-ratng groups
Handng the product
Examnng the product
Usng the product
Persona Sources
Persona Sources
Commerca Sources
Commerca Sources
Pubc Sources
Pubc Sources
Experenta Sources
Experenta Sources
The Buyer Decson
Process
Step 2. Informaton
Search
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Consumer May Use Carefu
Cacuatons & Logca Thnkng
Consumers May Buy on Impuse and
Rey on Intuton
Consumers May Make Buyng Decsons
on Ther Own.
Consumers May Make Buyng Decsons
Ony After Consutng Others.
Marketers Must Study Buyers to Fnd
Out How They Evauate Brand
Aternatves
The Buyer Decson
Process
Step 4. Evauaton of
Aternatves
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Purchase &ntention
Desre to buy the most preferred brand
Purchase Decision
Unexpecte
d
Stuatona
Factors
Atttude
s of
Others
The Buyer Decson
Process
Step 5. Purchase Decson
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The Buyer Decson
Process
Step 6. Postpurchase
Behavor
Consumers
Expectatons of Products Performance.

Products Perceved

Performance.
Dssatsfed Customer
Satsfed Customer!





















C
o
g
n

v
e

D

s
s
o
n
a
n
c
e
Dscusson
Connectons

Form sma groups to dscuss a

specfc ma|or purchase that one of
you has made recenty.

What type of buyng decson was t?

(sde #12)

Dscuss the Buyer Decson Process

and what ma|or factors nfuenced
your decsons.
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Awareness: Consumer is aware of
product, but lacks information.
Interest: Consumer seeks
Information about new product.
Evaluation: Consumer considers
trying new product.
Trial: Consumer tries new
product on a small scale.
Adoption: Consumer decides
to make regular use of product.
Stages n the Adopton
Process
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Adopter Categores (Fg.
5.7)
P
e
r
c
e
n
t
a
g
e

o
f

A
d
o
p
t
e
r
s
Time of Adoption
!arly "ate
&
n
n
o
#
a
t
o
r
s
!arly
Adopters
!arly Ma(ority
)*+,
-.*+,
./, ./,
-0,
"aggards
"ate Ma(ority
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Di#isi$ility
Can the nnovaton
be used on a
tra bass?
Comple1ity
Is the nnovaton
dffcut to
understand or use?
Communica$ility
Can resuts be easy
observed or descrbed
to others?

Compati$ility
Does the nnovaton
ft the vaues and
experence of the
target market?
Relati#e Ad#antage
Is the nnovaton
superor to exstng
products?
Infuence of Product
Characterstcs
on Rate of Adopton
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Revew of Concept
Connectons

Defne the consumer market and construct a

smpe mode of consumer buyer behavor.

Name the four ma|or factors that nfuence

consumer buyer behavor.

Lst and understand the stages n the buyer

decson process.

Descrbe the adopton and dffuson process

for new products.