Amstrong 05-1

Principles of Marketing
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.

Learning Objectives
• Objective 3: List and define the major types of buying
decision behavior and the stages in the buyer decision
process.
• Objective 4: Describe the adoption and diffusion

process for new products.

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.

Figure 5.1 The Model of Buyer 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.

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

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.
Subculture a group of people with shape value

systems based on common life experience
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
Membe Aspirati Referen

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

Social Factors
Group two or m ore people who interact to accomplish
individual or mutual goals
Word of mouth influence the impact of the personal word and

recommendation of trusted friend, family, associate, and other
consumers on buying behavior
Opinion leader a person within a reference group who, because

of special skill, knowledge, personality or other characteristic,
exerts social influence of other
Online social network online social communities – blogs, social

network, web site and other online communities - where
people socialize or exchange information and opinion
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
• Lifestyle a personal pattern of living as expressed

in his or her activity, interest and opinion

Personal Factors
VALS Lifestyle

Personal Factors
Occupation affects the goods and

services bought by consumers.
Economic situations include trends in:
Personal
Spending income
Interest
Personal Factors
Personality refers to the

unique psychological
characteristics that
distinguish a person or
group.

Personal Factors
Brand Personality Traits
Sincerity Excitement
Competence Copyright © 2016 Pearson Education, Inc.

Sophistication 5-22
Psychological Factors
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
attention distortion
Selective
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

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

Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying 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
• Normal needs become strong enough to drive
behavior
• External stimuli
• Advertisements
• Friends of friends

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.
• Evoked Set A group of relevant brands that a

prospective consumer is favorably familiar with
when they are thinking about making a purchase

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 buyer discomfort caused

by post purchase conflict

• Describe the adoption and diffusion process for new
products.
The Buyer Decision Process for New Products

New product A good, service or idea that is

perceived by some potential customer as new
The adoption process is the mental process an

individual goes through from first learning about an
innovation to final regular use.
Stages in the adoption process include:

Awa Eval Ado
Inter
rene uati Trial ptio
est
ss on n

Individual Differences in Innovativeness
• Innovators
• Early Adopters
• Early Mainstream
• Late Mainstream
• Lagging Adopters

Individual Differences in Innovativeness
FIGURE | 5.7 Adopter Categories Based on Relative Time of Adoption of Innovations

Influence of Product Characteristics
on Rate of Adoption
Relative advantage Compatibility
Complexity Divisibility

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Principles of Marketing

Kotler and Armstrong

Copyright © 2016 Pearson Education, Inc. 5-1

• Objective 2: Name the four major factors that

Copyright © 2016 Pearson Education, Inc. 5-2

• Objective 4: Describe the adoption and diffusion

Copyright © 2016 Pearson Education, Inc. 5-3

Model of Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-4

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

• Stimulus Response Model

• Marketers must figure out what is inside of

Copyright © 2016 Pearson Education, Inc. 5-7

Characteristics Affecting Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-8

Factors Influencing Consumer Behavior

Copyright © 2016 Pearson Education, Inc. 5-10

Culture is the set of basic values, perceptions,

Subculture a group of people with shape value

• 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

Membe Aspirati Referen

Copyright © 2016 Pearson Education, Inc. 5-15

Word of mouth influence the impact of the personal word and

Opinion leader a person within a reference group who, because

Online social network online social communities – blogs, social

• 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

• Lifestyle a personal pattern of living as expressed

Copyright © 2016 Pearson Education, Inc. 5-18

Copyright © 2016 Pearson Education, Inc. 5-18

Occupation affects the goods and

Economic situations include trends in:

Personality refers to the

Copyright © 2016 Pearson Education, Inc. 5-21

Competence Copyright © 2016 Pearson Education, Inc.

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 distortion is the tendency for people to interpret

Selective retention is the tendency to remember good points made

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. 5-27

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

Copyright © 2016 Pearson Education, Inc. 5-32