To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 6©2003 Prentice Hall, Inc.

Chapter 6Chapter 6

Analyzing Consumer Analyzing Consumer Markets and Buyer Markets and Buyer

BehaviorBehavior

PowerPoint by Karen E. JamesPowerPoint by Karen E. JamesLouisiana State University - ShreveportLouisiana State University - Shreveport

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

ObjectivesObjectives

Determine how cultural, social, personal, and psychological factors influence consumer buying behavior.

Describe how the consumer makes a purchasing decision.

To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 6©2003 Prentice Hall, Inc.

Consumer BehaviorConsumer Behavior

The field of 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.”

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

How and Why Consumers How and Why Consumers BuyBuy

Buying behavior is influenced by:

– Cultural factors

– Social factors

– Personal factors

– Psychological factors

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

How and Why Consumers How and Why Consumers BuyBuy

Influence Factors

Cultural

Social

Personal

Psychological

Exert broadest and deepest influence

Culture

Subculture

Social classes

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

How and Why Consumers How and Why Consumers BuyBuy

Upper Uppers

Lower Uppers

Upper Middles

Middle Class

Working Class

Upper Lowers

Major U.S. Social Classes

Lower Lowers

To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 6©2003 Prentice Hall, Inc.

How and Why Consumers How and Why Consumers BuyBuy

Influence Factors

Cultural

Social

Personal

Psychological

Reference groups

– MembershipPrimary vs.

secondary

– Aspirational vs. dissociative

Family

Social roles and statuses

To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6©2003 Prentice Hall, Inc.

How and Why Consumers How and Why Consumers BuyBuy

Influence Factors

Cultural

Social

Personal

Psychological

Age

Stage in life cycle

Occupation

Economic circumstances

Lifestyle

Personality

Self-concept

To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6©2003 Prentice Hall, Inc.

How and Why Consumers How and Why Consumers BuyBuy

Actualizers

Fulfilleds

Achievers

Experiencers

Believers

Strivers

Makers

Strugglers

VALS 2 classifies U.S. adults into eight psychographic groups

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

How and Why Consumers How and Why Consumers BuyBuy

Influence Factors

Cultural

Social

Personal

Psychological

Motivation

Perception

Learning

Beliefs

Attitudes

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

Consumer Buying Decision Consumer Buying Decision ProcessProcess

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

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

Consumer Buying Decision Consumer Buying Decision ProcessProcess

Understand

Buying roles

Buying behavior

Buying decision process

Initiator

Influencer

Decider

Buyer

User

To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 6©2003 Prentice Hall, Inc.

Consumer Buying Decision Consumer Buying Decision ProcessProcess

Understand

Buying roles

Buying behavior

Buying decision process

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6©2003 Prentice Hall, Inc.

Consumer Buying Decision Consumer Buying Decision ProcessProcess

Understand

Buying roles

Buying behavior

Buying decision process

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase behavior

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

Consumer Buying Decision Consumer Buying Decision ProcessProcess

Postpurchase Behavior:

– Consumers’ expectations are compared to performance

– Postpurchase satisfaction influences future behaviorPurchasing behaviorWord-of-mouth communications

To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 6©2003 Prentice Hall, Inc.

Consumer Buying Decision Consumer Buying Decision ProcessProcess

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