kotler pom ppt ch07
TRANSCRIPT
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c.Consumer Markets and
Consumer Buyer Behaviour
•Chapter 7
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition
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Principles of Marketing, Sixth Canadian Edition
7.2
Learning Objectives
• After studying this chapter, you should be able to:– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer behaviour
– List and understand the major types of buying-decision behaviour and the stages in the buyer decision process
– Describe the adoption and diffusion process for new products
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7.3
Model of Buyer Behaviour
• Consumer buying behaviour:– Buying behaviour of final consumers
– Purchase goods and services for personal consumption
• Consumer market:– All individuals and households
– Buy or acquire goods and services for consumption
Figure 7.1
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7.4
Factors Influencing Consumer Behaviour
• Culture:– Basic values, perceptions, wants and behaviours
– Learned from family and important institutions
• Subculture:– Group of people with shared value systems
– Based on common life experiences and situationsFigure 7.2
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7.5
Factors Influencing Consumer Behaviour
• Canadian subcultures of interest:– Native Canadians
– Ethnic groups – French Canadian
• Social class
Figure 7.2
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7.6
Factors Influencing Consumer Behaviour
• Social factors:– Groups: reference, membership, and aspirational groups
– Opinion leader
– Family
– Roles and Status
Figure 7.2
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7.7
Factors Influencing Consumer Behaviour
• Personal factors:– Family life cycle
– Occupation
– Economic situation
– Lifestyle: activities, interests, and opinions (AIO’s)
– Personality and self-concept: brand personality
Figure 7.2
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7.8
Factors Influencing Consumer Behaviour
• Psychological factors:– Motivation: needs and motives, Maslow’s Hierarchy of Needs
– Perception: selective attention, distortion, and retention
– Learning: drives, stimuli, cues, responses, and reinforcement
– Beliefs and attitudes
Figure 7.2
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7.9
Four Types of Buying Decision Behaviour
• Based on:– Degree of involvement
– Degree of perceived differences between brands
– Influences promotional strategies Figure 7.5
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7.10
The Buyer Decision Process
• Need recognition:– Triggered by internal or external stimuli
– Must reach an intensity high enough to become a drive
• Information search:– Memory (internal) search
– External search: personal, commercial, public, experiential sources of information
– Word-of-mouth sources are most influential
Figure 7.6
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7.11
The Buyer Decision Process
• Evaluation of alternatives:– The process of evaluating information to make a decision
– Attributes and importance weights are chosen
– Alternatives compared against the criteria
• Purchase decision:– Attitudes of others and unexpected situational factors
– May come between purchase intention and decision
Figure 7.6
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7.12
The Buyer Decision Process
• Postpurchase behaviour:– Relationship between consumer expectation and perceived
performance
– Cognitive dissonance– Customer satisfaction is key to customer loyalty
Figure 7.6
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7.13
Adoption of New Product Innovations
• Stages in the adoption process:– Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of adoption:– Relative advantage
– Compatibility
– Complexity
– Divisibility
– Communicability
Figure 7.7
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7.14
In Conclusion…
• The learning objectives for this chapter were:– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer behaviour
– List and understand the major types of buying-decision behaviour and the stages in the buyer decision process
– Describe the adoption and diffusion process for new products