Chapter 6

Analyzing Consumer
Markets and Buyer
Behavior

©2003 Prentice Hall, Inc.

 Objectives

 Determine how cultural, social,

personal, and psychological
factors influence consumer buying
behavior.
 Describe how the consumer
makes a purchasing decision.

©2003 Prentice Hall, Inc.

 Consumer Behavior

 What is Consumer Behavior:

“studies how individuals, groups,
and organizations select, buy, use,
and dispose of goods, services,
ideas, or experiences to satisfy
their needs and desires.”

©2003 Prentice Hall, Inc.

 CB Basic Model

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
How and Why Consumers Buy

 Buying behavior is influenced by:

– Cultural factors
– Social factors
– Personal factors
– Psychological factors

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
How and Why Consumers Buy

Influence Factors  Exert broadest

and deepest
 Cultural influence
 Culture
 Social
 Subculture
 Personal
 Social classes
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 6
How and Why Consumers Buy

Major U.S. Social Classes

 Upper Uppers  Middle Class

 Lower Uppers  Working Class
 Upper Middles  Upper Lowers
Lower Lowers
©2003 Prentice Hall, Inc. Slide 7 in Chapter 6
How and Why Consumers Buy

Influence Factors  Reference groups

– Membership
 Primary vs.
 Cultural secondary
– Aspirational vs.
 Social dissociative
 Personal  Family

 Psychological  Social roles and

statuses
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6
How and Why Consumers Buy

Influence Factors  Age

 Stage in life cycle
 Occupation
 Cultural
 Economic
 Social circumstances
 Personal  Lifestyle
 Personality
 Psychological
 Self-concept
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
How and Why Consumers Buy

VALS 2 classifies U.S. adults into

eight psychographic groups
 Actualizers  Believers
 Fulfilleds  Strivers

 Achievers  Makers
 Strugglers
 Experiencers

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 6
How and Why Consumers Buy

Influence Factors  Motivation

 Perception
 Cultural  Learning
 Social  Beliefs
 Personal  Attitudes
 Psychological

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
 Motivation Theory

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 6
 Memory And Emotion

To accompany A Framework for Marketing Management, 2nd Edition

©2003 Prentice Hall, Inc. Slide 13 in Chapter 6

Consumer Buying Decision Process

 In addition to understanding how

these factors influence
consumers, marketers must
identify and understand:
– Who makes the buying decision
– The types of buying decisions
– The stages in the buying process
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6
Consumer Buying Decision Process

Understand  Initiator
 Influencer
 Buying roles  Decider
 Buying behavior  Buyer
 Buying decision  User
process

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 6
Consumer Buying Decision Process

Understand  Complex buying

behavior
 Dissonance-
 Buying roles reducing buying
behavior
 Buying behavior
 Habitual buying
 Buying decision behavior
process  Variety-seeking
buying behavior
©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 6
Consumer Buying Decision Process

Understand  Problem recognition

 Information search
 Buying roles  Evaluation of
alternatives
 Buying behavior
 Purchase decision
 Buying decision
 Postpurchase
process behavior

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 17 in Chapter 6
Consumer Buying Decision Process

 Postpurchase Behavior:
– Consumers’ expectations are
compared to performance
– Postpurchase satisfaction
influences future behavior
 Purchasingbehavior
 Word-of-mouth communications

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 18 in Chapter 6
Consumer Buying Decision Process

 Marketers should attempt to influence

and monitor postpurchase behavior
– Postpurchase communications reduce
dissonance, returns, and order
cancellations
– Talk with customers to discover new
uses for existing products
– Investigate methods of product disposal

©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 19 in Chapter 6