Professional Documents
Culture Documents
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Each culture consists of smaller sub
cultures. Sub cultures include
nationalities, religions, racial groups,
and geographic regions.
2
Model of Buyer Behavior
Problem Recognition
Product Cultural Information search Product choice
Economic Brand choice
Price Social Evaluation of
Technological Dealer choice
Place Personal alternatives
Political Purchase timing
Promotion Psychological Purchase decision
Cultural Purchase amount
Post purchase
behavior
3
Virtually all human societies exhibit social
stratification. Stratification sometimes takes
the form of caste system where the members
of different castes are reared for certain roles
and cannot change their caste membership.
More frequently, it takes the form of social
class.
4
Social classes reflect not only income, but
other indicators such as occupation, education
and area of residence.
5
Consumer’s behavior is influenced by social
factors as reference groups, family, social
roles and status.
6
REFERENCE GROUPS:
A person’s reference groups consist of all
the groups that have a direct ( face to face)
or indirect influence on the person’s
attitudes and behavior.
Groups having a direct influence on a
person are called membership groups.
Some membership groups are primary
groups, such as family, friends, neighbors,
and co-workers, with whom the person
interacts fairly continuously and informally.
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People also belong to secondary groups,
such as religious, professional, and trade
union groups, which tend to be more
formal and require less continuous
interaction.
Aspirational groups are those a person
hopes to join; dissociative groups are
those whose values or behavior an
individual rejects.
8
Manufacturers of products and brands
where group influence is strong must
determine how to reach and influence
opinion leaders in these reference groups.
An opinion leader is the person in
informal, product-related communications
who offers advice or information about a
specific product
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or product category, such as which of
several brands is best or how a particular
product may be used.
10
The family of orientation consists of
parents and siblings.
From parents a person acquires an
orientation toward religion, politics, and
economics and a sense of personal
ambition, self-worth, and love.
A more direct influence on everyday
behavior is the family of procreation -
namely, one’s spouse and children.
11
ROLES & STATUSES: The person’s
position in each group can be defined in
terms of role and status. A role consists of
the activities a person is expected to
perform.
15
LIFE STYLE:
A lifestyle is a person’s pattern of living in
the world as expressed in activities,
interests, and opinions.
Lifestyle portrays the “whole person”
interacting with his or her environment.
Low Resources
Low Innovation
Strugglers
20
The major tendencies of the four groups
with lower resources are:
Self -
Actualization
needs
(self-development
and realization)
❹
Esteem needs
(self-esteem, recognition, status)
Social Needs
❸ (sense of belonging, love)
❷ Safety needs
(security,protection)
❶ Physiological Needs
(food, water,shelter)
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HERZBER’S THEORY
30
2. The manufacturer should identify the
major satisfiers or motivators of purchase in
the market and then supply them.
31
PERCEPTION
Perception is the process by which an
individual selects, organizes, and interprets
information inputs to create a meaningful
picture of the world.
40
41
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THE BUYING DECISION PROCESS:
A. Buying roles:
✓ Initiator : The person who first
suggests the idea of buying the
product or service.
✓ Influencer: The person whose
view or advice influences the
decision.
43
✓ Decider: The person whose
decision on any component of a
buying decision : whether to buy ,
what to buy, how to buy, and
where to buy.
✓ Buyer: The person who makes
the actual purchase.
✓ User: The person who consumes
or uses the product or service.
44
B. Buying behavior:
Consumer decision making varies with the
type of buying decision.
The decisions to buy toothpaste, a tennis
racket, a personal computer, and a new car
are all very different.
45
Four Types of Buying Behavior
Significant Differences
Between brands Complex Buying Variety-seeking Buying
behavior behavior
46
A) COMPLEX BUYING BEHAVIOR:
Complex buying behavior involves a three
step process.
First, the buyer develops beliefs about the
product.
Second, he or she develops attitudes about
the product.
Third, he or she makes a thoughtful choice.
Consumers engage in complex
buying behavior when they are highly
involved in a purchase and aware of
significant difference among brands.
47
B) DISSONANCE-REDUCING BUYER
BEHAVIOR
Consider salt.
54
They can locate consumers who plan to buy
the product and ask them to think out loud
about going through the buying process
(prospective method).
They can ask the consumers to describe the
ideal way to buy the product (prescriptive
method).
55
Problem
recognition
Information
search
FIVE-STAGE MODEL
Evaluation
OF THE CONSUMER
of
BUYING PROCESS
alternatives
Purchase
decision
Post
purchase
behavior
56
Problem recognition:
INFORMATION SEARCH
An aroused consumer will be inclined to
search for more information.
Two levels of arousal:
Total set Awareness set Consideration set Choice set Decision Set
IBM IBM
IBM
Apple IBM Apple Apple ?
Dell Apple Dell Dell
Hewlett-Packard Dell Toshiba
Toshiba Hewlett-Packard
Compaq Toshiba
NEC compaq
Tandy
-
-
-
60
EVALUATION OF ALTERNATIVES:
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PURCHASE DECISION:
Steps between evaluation of Alternatives and a Purchase Decision
Attitudes of
others
Evaluation of Purchase Purchase
alternatives Intention Decision
Unanticipated
situational
factors
63
Two factors can intervene between the
purchase intention and the purchase
decision.
Lend it Trade it To be
used
Get rid of it
Product Sell it Direct to
permanently
consumer
Use it to serve
original Throw it
purpose away Through
middleman
Convert it to
Keep it serve a new
purpose To
intermediary
Store it
71