Chapter Consumer Markets and Consumer

3 Buying Behavior

1
 Consumer Buying Behavior

Consumer Buying Behavior refers to the buying behavior of final consumers

-individuals & households who buy goods and services for personal consumption.

All these consumers make up the consumer market.

The central question for marketers is:

“How do consumers respond to various marketing efforts

the company might use?”

2
 Model of Buyer Behavior (Fig. 5.1)

Marketing and
Buyer’s Black Box Buyer Responses
Other Stimuli

Marketing
Product Product Choice
Price Buyer Brand Choice
Place Characteristics Dealer Choice
Promotion
Buyer Decision
Other Process
Economic
Technological
Purchase Timing
Political Purchase
Cultural Amount

3
 Factors Influencing Consumer Behavior (fig. 5.2)

Cultural
Social
Personal
Age and Psycho-
Culture Reference logical
Culture groups life-cycle
Occupation Motivation
Perception Buyer
Sub-
Sub- Family Economic
culture situation Learning
culture
Lifestyle Beliefs and
Roles attitudes
Social Personality
Social and and
class
class status self-concept

4
 Types of Buying Decision Behavior

Complex buying behavior

Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior

5
 Types of Buying Decision Behavior

High Involvement Low Involvement

Significant differences Complex Buying Variety- Seeking

between brands
Behavior Behavior

Few differences Dissonance- Reducing Habitual Buying

between brands Buying Behavior Behavior

6
 Buyer Decision Process

Post
purchase
Purchase Behavior
Decision
Evaluation of
Alternatives
Information
Search
Need
Recognition

7
 Buyer Decision Process (Fig. 5.6)

Awareness
Consumer is aware of
Interest
product, but
Consumer seeks lacks information.
Evaluation
Information about
Consumer new product.
Trial
considers
Consumer seeks trying new product.
Adoption
Information about
Consumer new product.
decides to
make regular use
of product.
8
Adopter Categories (Fig. 5.7)

Percentage of Adopters
Early Majority Late Majority

Innovators
Early
34% 34% Laggards
Adopters

13.5% 16%
2.5% Time of Adoption
Early Late

9
 Influence of Product Characteristics on Rate of Adoption

Communicability Divisibility Complexity Compatibility Relative

Advantage
Can the Is the Does the
Can results be Is the
innovation innovation innovation
easily innovation
be used on a difficult to fit the values and
observed or superior to
trial basis? understand or experience of the
described existing
use? target market
to others? products?

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