Professional Documents
Culture Documents
6-2
Definitions
• Consumer Buying Behavior
Buying behavior of individuals and
households that buy products for
personal consumption.
• Consumer Market
All individuals/households who buy
products for personal consumption.
6-3
Model of
Consumer Behavior
• Stimulus Response Model
Marketing and other stimuli enter the
buyer’s “black box” and produce certain
choice/purchase responses.
Marketers must figure out what is inside
of the buyer’s “black box” and how
stimuli are changed to responses.
6-4
Characteristics Affecting
Consumer Behavior
Key Factors • Culture
• Subculture
• Cultural Hispanic consumers
• Social African Americans
• Personal Asian Americans
Mature consumers
• Psychological
• Social Class
6-5
Characteristics Affecting
Consumer Behavior
• Hispanics
35 million consumers purchase $425
billion worth of goods and services.
Expected to grow 64% in 20 years.
Spanish media makes group easy to
reach.
Brand loyal group.
6-6
Characteristics Affecting
Consumer Behavior
• African Americans
35 million consumers purchase $527 billion
worth of goods and services.
Growing more affluent / sophisticated.
Price and brand name conscious; quality and
selection are important.
Certain media target this group.
6-7
Characteristics Affecting
Consumer Behavior
• Asian Americans
10 million consumers purchase $229 billion
worth of goods and services.
Fastest growing, most affluent subculture.
Many nationalities comprise this group.
Consumer packaged goods companies now
target this group more heavily.
6-8
Characteristics Affecting
Consumer Behavior
• Mature Consumers
75 million consumers aged 50+ will grow to
115 million within 25 years.
Mature consumers control 50% of all
discretionary income.
Attractive market for travel, restaurant, and
cosmetics products, among others.
6-9
Characteristics Affecting
Consumer Behavior
Key Factors • Groups
Membership
Reference
• Cultural Aspirational groups
• Social Opinion leaders
Buzz marketing
• Personal • Family
Children can influence
• Psychological
• Roles and Status
6 - 10
Characteristics Affecting
Consumer Behavior
Key Factors • Age and life cycle
• Occupation
• Cultural • Economic situation
• Lifestyle
• Social Activities, interests, and
opinions
• Personal Lifestyle segmentation
• Personality and self-concept
• Psychological Brand personality
6 - 11
Characteristics Affecting
Consumer Behavior
Brand Personality Dimensions
• Sincerity • Excitement
• Ruggedness • Competence
• Sophistication
6 - 12
Characteristics Affecting
Consumer Behavior
Key Factors • Motivation
Needs provide motives for
consumer behavior
Motivation research
• Cultural Maslow’s hierarchy of needs
• Perception
• Social Selective attention, selective
distortion, selective retention
• Personal • Learning
Drives, stimuli, cues, responses
• Psychological and reinforcement
• Beliefs and attitudes
6 - 13
Characteristics Affecting
Consumer Behavior
Maslow’s Hierarchy of Needs
Self-actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
6 - 14
Types of Buying-Decision
Behavior
Difference Involvement Level
between brands High Low
Few
Dissonance- Habitual buying
Differences reducing buying behavior
behavior
6 - 15
The Buyer Decision
Process
• Five Stages:
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
6 - 16
The Buyer Decision
Process
Process Stages • Needs can be triggered
by:
• Need recognition Internal stimuli
• Information search Normal needs become
• Evaluation of alternatives strong enough to drive
behavior
• Purchase decision
External stimuli
• Postpurchase behavior Advertisements
Friends of friends
6 - 17
The Buyer Decision
Process
Process Stages • Consumers exhibit
heightened attention or
• Need recognition actively search for
information.
• Information search
• Evaluation of alternatives • Sources of information:
Personal
• Purchase decision
Commercial
• Postpurchase behavior Public
Experiential
• Word-of-mouth
6 - 18
The Buyer Decision
Process
Process Stages • Evaluation procedure depends
on the consumer and the
buying situation.
• Need recognition
• Most buyers evaluate multiple
• Information search
attributes, each of which is
• Evaluation of alternatives weighted differently.
• Purchase decision • At the end of the evaluation
• Postpurchase behavior stage, purchase intentions are
formed.
6 - 19
The Buyer Decision
Process
Process Stages • Two factors intercede
between purchase
• Need recognition intentions and the
• Information search actual decision:
• Evaluation of alternatives Attitudes of others
• Purchase decision Unexpected situational
• Postpurchase behavior factors
6 - 20
The Buyer Decision
Process
Process Stages • Satisfaction is important:
Delighted consumers engage
in positive word-of-mouth.
• Need recognition Unhappy customers tell on
• Information search average 11 other people.
It costs more to attract a new
• Evaluation of alternatives customer than it does to
• Purchase decision retain an existing customer.
• Postpurchase behavior • Cognitive dissonance is
common
6 - 21
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.
6 - 22
Buyer Decision Process for
New Products
Stages in the Adoption Process
• Awareness • Interest
• Evaluation • Trial
• Adoption
6 - 23
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.
6 - 24
Buyer Decision Process for
New Products
Adopter Categories
6 - 25
Buyer Decision Process for
New Products
Product Characteristics
• Relative Advantage • Complexity
• Compatibility • Divisibility
• Communicability
6 - 26
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.
6 - 27