Professional Documents
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Market05 1
Market05 1
5-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter 5
Chapter
Consumer Markets
and
Consumer Buyer Behavior
Ó Copyright 1999 Prentice Hall
Consumer
Consumer Buying
Buying Behavior
Behavior
5-2
5-2
Product Marketing
Marketing and
and Economic
Other
Other Stimuli
Stimuli
Price Technological
Place Political
Promotion Cultural
Buyer’s Characteristics
Decision Buyer’s
Buyer’s Black
Black Box
Box Affecting
Process Consumer
Behavior
Consumer
Consumer Behavior
Behavior
Culture
Social
Personal
Psychological
Buyer
Buyer
Culture
Culture
•• Most
Most basic
basic cause
cause of
of aa person's
person's wants
wants and
and
behavior.
behavior.
•• Values
Values
•• Perceptions
Perceptions
Subculture
Subculture Social
Social Class
Class
•• Groups
Groupsofofpeople
peoplewith
withshared
shared •• People
Peoplewithin
withinaasocial
socialclass
class
value
valuesystems
systemsbased
basedonon tend
tendto
toexhibit
exhibitsimilar
similarbuying
buying
common
commonlifelifeexperiences.
experiences. behavior.
behavior.
•• Hispanic
HispanicConsumers
Consumers •• Occupation
Occupation
•• African
AfricanAmerican
AmericanConsumers
Consumers •• Income
Income
•• Asian
AsianAmerican
AmericanConsumers
Consumers •• Education
Education
•• Mature
MatureConsumers
Consumers •• Wealth
Wealth
Social
Social
Groups
Groups
•• Membership
Membership
•• Reference
Reference
Family
Family
•• Husband,
Husband, wife,
wife, kids Social
•• Influencer,
kids
Influencer, buyer,
buyer, user
user
Social Factors
Factors
Roles
Roles and
and Status
Status
Personal
Personal
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life Cycle
Cycle Occupation
Occupation
Stage
Stage
Economic
Economic Situation
Situation Personality
Personality && Self-Concept
Self-Concept
Lifestyle
Lifestyle Identification
Identification
Activities
Activities Opinions
Opinions
Interests
Interests
Actualizers Abundant
Actualizers Abundant Resource
Resource
Principle Oriented
Status Oriented Action Oriented
Fulfilleds
Fulfilleds Achievers
Achievers Experiencers
Experiencers
Believers
Believers Strivers
Strivers Makers
Makers
Strugglers
Strugglers
Minimal
Minimal Resources
Resources
Ó Copyright 1999 Prentice Hall
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
5-9
5-9
Psychological
Psychological
Motivation
Motivation
Beliefs
Beliefs and
and Psychological
Factors PPerception
erception
Attitudes
Attitudes
Learning
Learning
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between
Buying
brands Behavior Behavior
Need
Need Recognition
Recognition
Information
Information Search
Search
Evaluation
Evaluation of
of Alternatives
Alternatives
Purchase
Purchase Decision
Decision
Postpurchase
Postpurchase Behavior
Behavior
Ó Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
5-13
5-13
Step
Step 1.
1. Need
Need Recognition
Recognition
Need
Need Recognition
Recognition
Difference
Difference between
between an
an actual
actual state
state and
and aa desired
desired state
state
Internal
Internal Stimuli
Stimuli External
External Stimuli
Stimuli
•• Hunger
Hunger •• TV advertising
TV advertising
•• Thirst
Thirst •• Magazine
Magazine ad
ad
•• AAperson’s
person’s normal
normal •• Radio
Radio slogan
slogan
needs
needs
•• Stimuli
Stimuli in
in the
the
environment
environment
Ó Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
5-14
5-14
Step
Step 2.
2. Information
Information Search
Search
• Advertising, salespeople
Commercial
Commercial Sources
Sources • Receives most information
from these sources
• Mass Media
Public
Public Sources
Sources • Consumer-rating groups
Step
Step 3.
3. Evaluation
Evaluation of
of Alternatives
Alternatives
Product
ProductAttributes
Attributes
Evaluation
Evaluationof
ofQuality,
Quality,Price,
Price,&&Features
Features
Degree
Degreeof
ofImportance
Importance
Which
Whichattributes
attributesmatter
mattermost
mostto
tome?
me?
Brand
BrandBeliefs
Beliefs
What
Whatdo
doIIbelieve
believeabout
abouteach
eachavailable
availablebrand?
brand?
Total
Total Product
ProductSatisfaction
Satisfaction
Based
Basedon
onwhat
whatI’m
I’mlooking
lookingfor,
for,how
howsatisfied
satisfied
would
wouldIIbe
bewith
witheach
eachproduct?
product?
Evaluation
EvaluationProcedures
Procedures
Choosing
Choosingaaproduct
product(and
(andbrand)
brand)based
basedon
onone
one
or
ormore
moreattributes.
attributes.
Ó Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
5-16
5-16
Step
Step 4.
4. Purchase
Purchase Decision
Decision
Purchase
Purchase Intention
Intention
Desire
Desire to
to buy
buy the
the most
most preferred
preferred brand
brand
Attitudes Unexpected
of others situational
factors
Purchase
Purchase Decision
Decision
Step
Step 5.
5. Postpurchase
Postpurchase Behavior
Behavior
Consumer’s
Consumer’s Expectations
Expectations of
of
Product’s
Product’s Performance
Performance
Product’s Perceived
Performance
Satisfied
Satisfied Dissatisfied
Dissatisfied
Customer!
Customer! Customer
Customer
Cognitive Dissonance
Ó Copyright 1999 Prentice Hall
Stages
Stages in
in the
the Adoption
Adoption Process
Process
5-18
5-18
Awareness
Awareness
Interest
Interest
Evaluation
Evaluation
Trial
Trial
Adoption
Adoption
Ó Copyright 1999 Prentice Hall
Adoption
Adoption of
of Innovations
Innovations
Percentage of Adopters
5-19
5-19
Early
34% 34% Laggards
Adopters
13.5% 16%
2.5% Time of Adoption
Early Late
of
of New
New Products
Products
Product
Divisibility Characteristics Compatibility
Can the innovation Does the innovation
be used on a fit the values and
trial basis? experience of the
target market?
Complexity
Is the innovation
difficult to
understand or use?