Download - Consumer Behaviour
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Consumer Markets and Consumer Buyer
Behavior
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Learning Goals
1. Learn the consumer market and construct model of consumer buyer behavior
2. Know the four factors that influence buyer behavior
3. Understand the types of buying decision behavior and stages in the process
4. Comprehend the adoption and diffusion process for new products
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Case StudyHarley Davidson
Building Success
• Understanding the customers’ emotions and motivation
• Determining the factors of loyalty
• Translating this information to effective advertising
Measuring Success
• Currently 22% of all U.S. bike sales
• Demand above supply
• Sales doubled in the past 5 years with earnings tripled.
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Definitions
• Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption
• All of these final consumers combine to make up the consumer market
Goal 1: Learn the consumer market & construct model of buyer behavior
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Stimulus-Response Model of Consumer Behavior
Stimuli4P’sOther
characteristics• economic• technological• political• cultural
Buyer ResponseProduct choiceBrand choiceDealer choicePurchase timingPurchase amount
Buyer’s Black BoxBuyer characteristicsBuyer decision process
Goal 1: Learn the consumer market & construct model of buyer behavior
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Characteristics Affecting Consumer Behavior
Culture•Forms a person’s wants and behavior
Subculture•Groups with shared value systems
Social Class•Society’s divisions who share values, interests and behaviors
CulturalSocialPersonalPsychological
Key FactorsKey Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Characteristics Affecting Consumer Behavior
Groups• Membership• Reference
– Aspirational• Opinion Leaders
– Buzz marketing Family
• Many influencers Roles and Status
CulturalSocialPersonalPsychological
Key FactorsKey Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Characteristics Affecting Consumer Behavior
Age and life cycle Occupation Economic situation Lifestyle
•Activities, interests and opinions
•Lifestyle segmentation Personality and self-
concept
CulturalSocialPersonalPsychological
Key FactorsKey Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Brand Personality Dimensions
Characteristics Affecting Consumer Behavior
• Sincerity• Ruggedness
• Excitement• Competence
• Sophistication
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Characteristics Affecting Consumer Behavior
Motivation Perception Learning Beliefs and
attitudes
CulturalSocialPersonalPsychological
Key FactorsKey Factors
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological FactorsMotivation
• A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
• Motivation research is based on Freud; Looks for hidden and subconscious motivation
• Maslow ordered needs based on how pressing they are to the consumer
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors Perception
• Perception is the process by which people select, organize, and interpret information
• Perception Includes: Selective attention
• Consumers screen out information Selective distortion
• People interpret to support beliefs Selective retention
• People retain points to support attitudes
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors Learning
Learning describes changes in an individual’s behavior arising from experienceLearning occurs through:
Drives• Internal stimulus that calls for action
Stimuli• Objects that move drive to motive
Cues• Minor stimuli that affect response
Reinforcement• Feedback on action
Goal 2: Know the four factors that influence consumer buying behavior
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Psychological Factors Beliefs and Attitudes
Belief a descriptive thought about a brand
or service may be based on real knowledge,
opinion, or faith
Attitude describes a person’s evaluations,
feelings and tendencies toward an object or idea
They are difficult to change
Goal 2: Know the four factors that influence consumer buying behavior
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Types of Buying Decision Behavior
Complex Highly involved, significant brand differences Example – computer
Dissonance-reducing Highly involved, little brand differences Example – carpeting
Habitual Low involvement, little brand differences Example – salt
Variety-seeking Low involvement, significant perceived brand
differences Example – cookies
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
Needs can be triggered by:
Internal stimuli• Normal needs
become strong enough to drive behavior
External stimuli• Advertisements• Friends of friends
Process Process Stages Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Consumers exhibit heightened attention or actively search for information.
• Sources of information: Personal Commercial Public Experiential
• Word-of-mouth
Process Process Stages Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Evaluation procedure depends on the consumer and the buying situation.
• Most buyers evaluate multiple attributes, each of which is weighted differently.
• At the end of the evaluation stage, purchase intentions are formed.
Process Process Stages Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Two factors intercede between purchase intentions and the actual decision: Attitudes of others Unexpected situational
factors
Process Process Stages Stages
Goal 3: Understand types of buying decisions and stages in the process
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The Buyer Decision Process
Need recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behavior
• Satisfaction is important: Delighted consumers
engage in positive word-of-mouth.
Unhappy customers tell on average 11 other people.
It costs more to attract a new customer than it does to retain an existing customer.
• Cognitive dissonance is common
Process Process Stages Stages
Goal 3: Understand types of buying decisions and stages in the process
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Buyer Decision Process for New Products
New Products Good, service or idea that is
perceived by customers as new.
Stages in the Adoption Process Marketers should help
consumers move through these stages.
Goal 4: Comprehend the diffusion & adoption process for new products
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Stages in the Adoption Process
Buyer Decision Process for New Products
AwarenessEvaluation
InterestTrial
Adoption
Goal 4: Comprehend the diffusion & adoption process for new products
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Buyer Decision Process for New Products
Individual Differences in Innovativeness
Consumers can be classified into five adopter categories, each of which behaves differently toward new products.
Product Characteristics and Adoption
Five product characteristics influence the adoption rate.
Goal 4: Comprehend the diffusion & adoption process for new products
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Product CharacteristicsProduct Characteristics
Buyer Decision Process for New Products
Relative AdvantageCompatibility
ComplexityDivisibility
Communicability
Goal 4: Comprehend the diffusion & adoption process for new products
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Buyer Decision Process for New Products
International Consumer Behavior Values, attitudes and behaviors differ
greatly in other countries. Physical differences exist which
require changes in the marketing mix. Customs vary from country to country. Marketers must decide the degree to
which they will adapt their marketing efforts.
Goal 4: Comprehend the diffusion & adoption process for new products
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The endThe end