Professional Documents
Culture Documents
Buyers responses
Product choice Brand choice Dealer choice Purchase timing Purchase amount
Personal
Age & lifecycle stage Occupation Economic situation Lifestyle Personality and self-concept
Psychological
Motivation Perception Learning Beliefs & attitudes
Buyer
Social class
Cultural Factors
It exert a broad and deep influence on consumer behavior. Culture the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Marketers are always trying to spot cultural shifts in order to discover new products that might be wanted. Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Subcultures includes nationalities, religions, racial groups, and geographic regions.
Social classes are societys relatively permanent and ordered divisions whose members share similar values, interests, and behavior.
Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.
In some social systems, member of different classes are reared for certain roles and cannot change their social positions. Marketers are interested in social class because people within a given social class tend to exhibit similar buying behavior.
uppers, Upper middles, Middle class, Working class, Upper lowers, Lower lowers.
Social Factors
Group two or more people who interact to accomplish individual or mutual goals.
because of special skills, knowledge, personality, or other characteristics, exert influence on others.
Family members can strongly influence buyer behavior. Marketers are interested in the roles and influences of the husband, wife, and children on the purchase of different products and services. Husbandwife involvement varies widely by product categories and by stage in the buying process. A person belongs to many groupsfamily, clubs, organizations. The persons position in each group can be defined in terms of both role and status. A role consists of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by society.
Personal Factors
Tastes in food, clothes, furniture, and recreation are often age related. Buying is also shaped by the stage of the family life cycle the stages through which families might pass as they mature over time.
Traditional family life-cycle stages include young singles and married couples with children.
Marketers try to identify the occupational groups that have an above-average interest in their products and services. Computer software companies will design different products for brand managers, accountants, engineers, lawyers and doc.
A persons economic situation will effect product choice. Marketers of income-sensitive goods watch trends in personal income, savings, and interest rates. People coming from the same subculture, social class, and occupation may have quite different lifestyles.
Several research firms have developed lifestyle classifications. The most widely used is SRI Consultings Values and Lifestyles (VALS) typology. VALS classifies people according to how they spend their time and money. It divides consumers into eight groups based on two major dimensions: self-orientation and resources. Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to ones own environment. Personality is usually described in terms of traits such as selfconfidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. e.g. coffee & sociability. The basic self-concept premise is that peoples possessions contribute to and reflect their identities; that is, we are what we have.
Psychological Factors
A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction. Sigmund Freud assumed that people are largely unconscious about the real psychological forces shaping their behavior.
He saw the person as growing up and repressing many urges. These urges are never eliminated or under perfect control, they emerge inn dreams, in slips of the tongue, in neurotic and obsessive behavior, or ultimately in psychoses.
Thus, Freud suggested that a person does not fully understand his or her motivation.
Selfactualization needs Self development and realization Esteem needs Self-esteem, recognition, status Social needs Sense of belonging, love Safety needs Security, protection Physiological needs Hunger, thirst
A motivated person is ready to act. How the person acts is influenced by his or her own perception of the situation. All of us learn by the flow of information through our five senses: sight, hearing, smell, touch, and taste. Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world. People can form different perceptions of the same stimulus because of three perceptual processes: selective attention, selective distortion, and selective retention.
Selective attention the tendency for people to screen out most of the
information to which they are exposed means that marketers have to work especially hard to attract the consumer's attention.
Learning describes changes in an individuals behavior arising from experience. Learning occurs through the interplay of drives, stimuli, cue, responses, and reinforcement. A drive is strong internal stimulus that calls for action. Drive becomes a motive when it is directed toward a particular stimulus object.
Cues are minor stimuli that determine when, where, and how
the person responds.
After buying if the experience is rewarding than consumer response to the selected good will be reinforced.
Beliefs may be based on real knowledge, opinion, or faith, and may or may not carry an emotional charge.
Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. Attitude describes a persons relatively consistent evaluations, feelings, and tendencies toward an object or idea. Attitude are difficult to change. A persons attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others.
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
The consumer arrives at attitudes toward different brands through some evaluation procedure. How consumer go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation.
Postpurchase Behavior
The answer to whether the buyer is satisfied or dissatisfied with a purchase lies in the relationship between the consumers expectations and the products perceived
performance.
Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict. Companys sales come from two basic groups new customers and retained customers. A satisfied customer tell 3 people about a good product experience, a dissatisfied customer gripes to 11 people. Some 96 percent of unhappy customers never tell the company about their problem.
2.5% Innovators
16% Laggards X + 2a
X 2a
Business Markets
The business market is huge. Many sets of business purchases were made for only one set of consumer purchases. The main differences between business markets and consumer markets are following. Market structure and demand (derived demand)
Far fewer but far larger buyers; more geographically concentrated
The Environment
Marketing Stimuli Product Price Place Promotion Other Stimuli Economic Technological Political Cultural Competitive
Problem recognition
Product specification
Supplier search
Proposal solicitation
Supplier selection
Order-routine specification
Performance review