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Consumer Markets and Consumer Buyer Behavior Objectives Define the consumer market and construct a simple model of consumer buyer behavior Name the four major factors that influence consumer buyer behavior List and understand the stages in the buyer decision process Describe the adoption and diffusion process for new products
Overview many different factors affect consumer buying behavior- and understanding it is an essential task of the marketing management Consumer behavior refers to the buying behavior of final consumersConsumer Market all the individuals and households who buy or acquire goods and services for personal consumptions. Consumers vary tremendously in age, income, education level, and tastes.
Most consumers make many buying decisions everyday Large companies base their research to discover actual consumer purchases by asking such questions : how do consumers respond to various marketing efforts ? : where they buy, how much and how they buy and when and why they buy Stimulus- response how consumers respond to different product features , prices and advertising appeals - which in turn has given the company a great advantage over its competitors. Buyers black box certain responses are produced when marketing and other stimuli enter the consumers black box and marketers must figure out what is in the buyers black box.
Buyer characteristics
Product choice Brand choice Dealer Choice Purchase timing Purchase amount
Marketing stimuli consists of the four Ps :product , price, place and promotion. Other input include the major forces: economic, technological, political and cultural. All of these inputs enter the buyers black box turned into set of observable buyer responses: product choice, brand choice , dealer choice, purchase timing, and purchase amount The buyer characteristics influences how she or he perceives and reacts to the stimuli The buyer decision process affects the buyers behavior
Cultural
Culture Subculture Social class
Social
Reference Groups Family
Age & Life-cycle Psychological Stage Motivation Occupation Perception Economic situation Learning Lifestyle Beliefs & Attitudes Personality & Self-concept
Personal
Buyer
Cultural factors exert the broadest and deepest influence on consumer behavior Culture is the most basic cause of a persons wants and behaviors. Its the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions. Every group or society has a culture and cultural influences on buying behavior vary greatly from country to country. Failure to adjust or recognize these differences can result in ineffective marketing. International marketers must understand the culture in each international market and adapt their marketing strategies accordingly.
2.0 SOCIAL FACTORS Consumer behavior is also influenced by social factors such as : consumers small groups, family and social roles and status. GROUPS Two or more groups who interact to accomplish individual or mutual goals e.g. family , friends, neighbors ,co-workers etc. FAMILY Family members can strongly influence buyer behavior . The family is the most important consumer buying organization in society, and has been researched extensively: including husband, wife and children on purchase of different product and services. ROLES & STATUS each role carries a status reflecting the general esteem given to the product by society People often choose the product that show their status in society.
situation, lifestyle, and personality and self-concept. - Age and Life-cycle stage People change the goods
and services they buy over their life-times including tastes in food, clothes, furniture and recreation, these are aged related. Buying is shaped by the age life-cycle. - Occupation A blue collar workers tend to buy more rugged work clothes, white collar workers buy more business suits. Companies should specialize in making products needed by given occupational groups thus, computer software companies will design different products for brand managers, accountants, engineers, lawyers, and doctors. -
Characteristics Affecting Consumer Behavior contd 4. 0 PSYCHOLOGICAL FACTORS A persons buying choices are further influenced by four major psychological factors : motivation, perception, learning, and beliefs and attitudes - Motivation Motive (Drive) A need that is sufficiently pressing to direct the person to seek satisfaction of the need Maslows theory of motivation explain why people are driven by particular needs at particular time. Maslows research stated that human needs are arranged in a hierarchy of needs and in order of importance. (Refer to the next slides for Maslows hierarchy of needs )
behavior
The figure implies that the consumer pass through all five stages with every purchase but in more routine purchases , consumers often skip or reverse some of these stages to satisfy a need.
Need recognition Information search Evaluation of alternatives Purchase decisin Postpurchase behavior
2.0 INFORMATION SEARCH if the consumers drive is strong and a satisfying product is near at hand, the consumer is likely to buy it than otherwise the consumer may undertake an information search related to the need. Information can be obtained from these sources : - Personal sources: family, friends, neighbors etc - Commercial sources :advertising, sales people, packaging, displays etc -Public sources: mass media ,word of mouth - Experiential sources: handling, examining, using the product
3.0 EVALUATION OF ALTERNATIVES certain basic concepts help explain consumer evaluation process: - Product attributes choice and need for the product - Degrees of importance according to the consumer needs and wants - Brand beliefs set of beliefs held for a particular brand - Total product satisfaction vary with level of different attributes - Evaluation procedure arrive at attitudes towards the different brands. At this stage consumers rank brand and form purchase intentions. Consumers evaluation depends on the individual and the specific buying situation. Marketers should study buyers to find out how they actually evaluate brand alternatives and take steps to influence the buyers decision.
Some products catch on almost overnight (Frisbees) whereas other take a long time to gain acceptance (personal computers) The following are used to influence an innovations rate of adoption: - relative advantage the degree in which the product appear superior than the existing products - Compatibility the degree to which the innovations fits the values and experiences of potential consumers. - Complexity The degree in which the innovation is difficult to understand or use.
Values, attitudes and behaviours of consumers vary greatly from country to country. International marketers should understand these differences and adjust their products and marketing programs accordingly. For example in : USA most eat cereal regularly for breakfast France croissants and coffee India - heavy fried breakfast and 22% may skip meal altogether All resulted from physical differences in consumers and their environments.
Other differences across international markets are also due from varying customs e.g. : Shaking your head from side to side means no in most countries but yes in Bulgaria and Shri Lanka. Touching another person -is a sign of warmth and friendship in South America, Southern Europe, and many Arab countries in the Orient it is considered an invasion of privacy. To leave something left on your plate when eating is rude in Norway and Malaysia but in Egypt it is rude when not to leave something on your plate In Italy - it is improper for a door to door salesperson to call on a woman if she is home alone.
Failing to understand such differences in customs and behaviours from one country to another can spell disaster for markets of International products and programs Marketers must decide on the degree to which they will adapt their products and marketing programs to meet the unique cultures and needs of consumers in various markets
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