Principles: of Marketing Global Edition

Principles of Marketing
Global Edition
Kotler and Armstrong
Chapter 5:
Consumer Markets
and Buyer Behavior
Copyright © 2016 Pearson Education, Inc. 5-1

Consumer Markets and Buyer Behavior
Learning Objectives
• Objective 1: Define the consumer market and construct a
simple model of consumer buyer behavior.
• Objective 2: Name the four major factors that influence

consumer buyer behavior.
• Objective 3: List and define the major types of buying decision

behavior and the stages in the buyer decision process.

Learning Objective 1
• Define the consumer market and construct a simple
model of consumer buyer behavior.
Model of Consumer Behavior

Consumer buyer behavior is the buying

behavior of final consumers—individuals
and households that buy goods and
services for personal consumption.
Consumer markets are made up of all the

individuals and households that buy or
acquire goods and services for personal
consumption.

Model of Consumer Behavior
Figure 5.1 The Model of Buyer Behavior

• Name the four major factors that influence consumer
buyer behavior.
Characteristics Affecting Consumer Behavior

Cultural Factors
Factors Influencing Consumer Behavior

Cultural Factors
Culture is the set of basic values, perceptions,
wants, and behaviors learned by a member
of society from family and other important
institutions.
Subcultures are groups of people within a

culture with shared value systems based on
common life experiences and situations.

Cultural Factors
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests, and
behaviors.
• Measured as a combination of occupation,

income, education, wealth, and other
variables

Cultural Factors
Major American Social Classes

• Upper Class
• Middle Class
• Working Class
• Lower Class

Social Factors
Groups and Social Networks
Membership Aspirational Reference

Groups Groups Groups
• Groups with • Groups an • Groups that
direct individual form a
influence wishes to comparison
and to which belong to or reference
a person in forming
belongs attitudes or
behavior

Social Factors
Groups and Social Networks
• Online social networks

• Buzz marketing
• Social media sites
• Virtual worlds
• Word of mouth
• Opinion leaders

Social Factors
• Family is the most important consumer-

buying organization in society.
• Role and status can be defined by a

person’s position in a group.

Personal Factors
• Age and life-cycle stage
• PRIZM Lifestage Groups system

• 66 segments
• 11 life-stage groups

Personal Factors
Occupation affects the goods and

services bought by consumers.
Economic situations include trends in:
Personal Interest
Spending Savings
income rates

Personal Factors
Lifestyle is a person’s
pattern of living as
expressed in his or
her psychographics.
Personality refers to
the unique
psychological
characteristics that
distinguish a person
or group.
Personal Factors
Brand Personality Traits
Sincerity Excitement Competence
Sophistication Ruggedness

Psychological Factors
Motivation
A motive (or drive) is a need that is sufficiently

pressing to direct the person to seek satisfaction of
the need.
Motivation research refers to qualitative research

designed to probe consumers’ hidden,
subconscious motivations.

Figure 5.4 - Maslow’s Hierarchy of Needs

Perception is the process by which people select,

organize, and interpret information to form a
meaningful picture of the world.
Perceptual Processes
Selective Selective Selective

attention distortion retention

Selective attention is the tendency for people to screen out
most of the information to which they are exposed.
Selective distortion is the tendency for people to interpret

information in a way that will support what they already
believe.
Selective retention is the tendency to remember good points

made about a brand they favor and forget good points about
competing brands.
• Learning is the change in an individual’s behavior
arising from experience and occurs through the
interplay of:
Drives Stimuli Cues Responses
Reinforcement

A belief is a descriptive thought that a person has about
something based on:
• knowledge
• opinion
• faith
An attitude describes a person’s relatively consistent

evaluations, feelings, and tendencies toward an
object or idea.

• List and define the major types of buying decision
behavior and the stages in the buyer decision process.
Types of Buying Decision Behavior
The Buyer Decision Process

Types of Buying Decision Behavior
FIGURE | 5.5 Four Types of Buying Behavior

FIGURE | 5.6 Buyer Decision Process

Need Recognition
Need recognition is the first stage of the buyer
decision process, in which the consumer
recognizes a problem or need triggered by:
• Internal stimuli
• External stimuli

Information Search
Information search is the stage of the buyer

decision process in which the consumer is
motivated to search for more information.
• Sources of information:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources

Evaluation of Alternatives
Alternative evaluation is the stage of the buyer

decision process in which the consumer uses
information to evaluate alternative brands in the
choice set.

Purchase Decision
Purchase decision is the buyer’s decision about

which brand to purchase.
• The purchase intention may not be the purchase

decision due to:
• Attitudes of others
• Unexpected situational factors

Postpurchase Behavior
Postpurchase behavior is the stage of the buyer
decision process in which consumers take
further action after purchase, based on their
satisfaction or dissatisfaction.
Cognitive dissonance is buyer discomfort caused

by postpurchase conflict.

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Principles of Marketing

Copyright © 2016 Pearson Education, Inc. 5-1

• Objective 2: Name the four major factors that influence

• Objective 3: List and define the major types of buying decision

Copyright © 2016 Pearson Education, Inc. 5-2

Model of Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-3

Consumer buyer behavior is the buying

Consumer markets are made up of all the

Copyright © 2016 Pearson Education, Inc. 5-6

Figure 5.1 The Model of Buyer Behavior

Copyright © 2016 Pearson Education, Inc. 5-7

Characteristics Affecting Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-6

Factors Influencing Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-10

Subcultures are groups of people within a

Copyright © 2016 Pearson Education, Inc. 5-11

• Measured as a combination of occupation,

Copyright © 2016 Pearson Education, Inc. 5-13

Major American Social Classes

Copyright © 2016 Pearson Education, Inc. 5-14

Groups and Social Networks

Membership Aspirational Reference

Copyright © 2016 Pearson Education, Inc. 5-15

• Online social networks

Copyright © 2016 Pearson Education, Inc. 5-16

• Family is the most important consumer-

• Role and status can be defined by a

Copyright © 2016 Pearson Education, Inc. 5-17

• Age and life-cycle stage

• PRIZM Lifestage Groups system

Copyright © 2016 Pearson Education, Inc. 5-18

Occupation affects the goods and

Economic situations include trends in:

Copyright © 2016 Pearson Education, Inc. 5-19

Sincerity Excitement Competence

Copyright © 2016 Pearson Education, Inc. 5-22

A motive (or drive) is a need that is sufficiently

Motivation research refers to qualitative research

Copyright © 2016 Pearson Education, Inc. 5-24

Copyright © 2016 Pearson Education, Inc. 5-25

Perception is the process by which people select,

Selective Selective Selective

Copyright © 2016 Pearson Education, Inc. 5-26

Selective distortion is the tendency for people to interpret

Selective retention is the tendency to remember good points

Drives Stimuli Cues Responses

Copyright © 2016 Pearson Education, Inc. 5-28

An attitude describes a person’s relatively consistent

Copyright © 2016 Pearson Education, Inc. 5-29

Types of Buying Decision Behavior

The Buyer Decision Process

Copyright © 2016 Pearson Education, Inc. 5-24

FIGURE | 5.5 Four Types of Buying Behavior

Copyright © 2016 Pearson Education, Inc. 5-33

FIGURE | 5.6 Buyer Decision Process

Copyright © 2016 Pearson Education, Inc. 5-34

Copyright © 2016 Pearson Education, Inc. 5-35

Information search is the stage of the buyer

Copyright © 2016 Pearson Education, Inc. 5-36

Alternative evaluation is the stage of the buyer

Copyright © 2016 Pearson Education, Inc. 5-37