consumer buyer behaviour imp

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Chapter 5- slide 1Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall

Consumer buyer behaviorrefers to the buying

behavior of final consumersindividuals and

households who buy goods and services forpersonal consumption

Consumer marketrefers to all of the personal

consumption of final consumers

Model of Consumer Behavior


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Model of Consumer Behavior


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Characteristics AffectingConsumer Behavior

Factors Influencing Consumer Behavior


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Membership

Groups Groups with

directinfluence

and towhich apersonbelongs

Aspirational

Groups Groups an

individualwishes to

belong to

Reference

Groups Groups that

form acomparison

or referencein formingattitudes orbehavior

Groups and Social Networks


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Word-of-mouth influence and buzzmarketing

Opinion leaders are people within areference group who exert socialinfluence on others

Also called influentialsor leading

adopters

Marketers identify them to use as brandambassadors

Groups and Social Networks


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Family is the most important consumer-buying organization in society

The groups, family, clubs, and organizationsthat a person belongs to define his/her socialrole and status

Social Factors


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Copyright 2010 Pearson Education, Inc.



Occupationaffects the goods and services

bought by consumers

Economic situationincludes trends in:

Personal Factors

Personalincome

Savings Interestrates





Characteristics Affecting

Consumer Behavior

PersonalFactors Dominance Autonomy

Defensiveness Adaptability Aggressiveness





Characteristics Affecting

Consumer Behavior

MaslowsHierarchy of Needs


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Types of Buying Decision

Behavior

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior


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Chapter 5- slide 11Copyright 2010 Pearson Education, Inc.Publishing as Prentice Hall

Types of Buying Decision

Behavior

Four Types of Buying Behavior


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The Buyer Decision Process

Buyer Decision Making Process


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Occurs when the buyer recognizes a

problem or need triggered by: Internal stimuli

External stimuli

Need Recognition


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Personal sourcesfamily and friends

Commercial sourcesadvertising, Internet

Public sourcesmass media, consumerorganizations

Experiential sourceshandling, examining,

using the product

Information SearchSources of Information


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How the consumer processes information

to arrive at brand choices

Evaluation of Alternatives


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The act by the consumer to buy the most

preferred brand The purchase decision can be affected by:

Attitudes of others

Unexpected situational factors

Purchase Decision


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The satisfaction or dissatisfaction that theconsumer feels about the purchase

Relationship between: Consumers expectations

Products perceived performance

The larger the gap between expectation and

performance, the greater the consumersdissatisfaction

Cognitive dissonance is the discomfort causedby a post-purchase conflict

Post-Purchase Decision


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Customer satisfaction is a key to building

profitable relationships with consumersto keeping and growing consumers and

reaping their customer lifetime value

Post-Purchase Decision


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The Buyer Decision Process forNew Products

Adoption process is the mental process an

individual goes through from first learning

about an innovation to final regular use. Stages in the process include:

Awareness Interest Evaluation Trial Adoption


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The Buyer Decision Process for

New Products

Influence of Product Characteristics

on Rate of Adoption

Relativeadvantage

Compatibility Complexity

Divisibility Communicability

consumer buyer behaviour imp

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