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Consumer buyers behaviorkotler
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Consumer buyers behaviorkotler

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  • 1. Consumer Markets and Consumer Buyer Behavior P nl/09/05
  • 2. Objectives • Be a ble to de fine the cons ume r ma rke t a nd cons truct a s imple mode l of cons ume r buye r be ha vior. • Know the four ma jor fa ctors tha t influe nce cons ume r buye r be ha vior.
  • 3. Objectives • Unde rs ta nd the ma jor type s of buying de cis ion be ha vior a nd the s ta ge s in the buye r de cis ion proce s s . • Be a ble to de s cribe the a doption a nd diffus ion proce s s for ne w products .
  • 4. Case Study Harley-Davidson • Harley “Hogs” • Fiercely loyal clientele account for 1/ of 5 revolves around 7 U.S. cycle sales core customer types • Sales have • Harley owners use exceeded supply for their bikes to express years their lifestyle and attitudes • 1986-2000: Four • Advertising reflects stock splits, increase of 7,100% the Harley mystique
  • 5. Definitions • Cons ume r Buying Be ha vior  Buying be ha vior of individua ls a nd hous e holds tha t buy products for pe rs ona l cons umption. • Cons ume r Ma rke t  All individua ls /hous e holds who buy products for pe rs ona l cons umption.
  • 6. Model of Consumer Behavior • S timulus Re s pons e Mode l  Ma rke ting a nd othe r s timuli e nte r the buye r’s “bla ck box” a nd produce ce rta in choice /purcha s e re s pons e s .  Ma rke te rs mus t figure out wha t is ins ide of the buye r’s “bla ck box” a nd how s timuli a re cha nge d to re s pons e s .
  • 7. Characteristics Affecting Consumer Behavior Key Factors • Cultura l • So c ia l • Pe rs o na l • Ps y c ho lo g ic a l • Culture • S ubculture  His pa nic cons ume rs  Africa n Ame rica ns  As ia n Ame rica ns  Ma ture cons ume rs • S ocia l Cla s s
  • 8. Characteristics Affecting Consumer Behavior • His pa nics  35 million cons ume rs purcha s e $425 billion worth of goods a nd s e rvice s .  Expe cte d to grow 64% in 20 ye a rs .  S pa nis h me dia ma ke s group e a s y to re a ch.  Bra nd loya l group.
  • 9. Characteristics Affecting Consumer Behavior • Africa n Ame rica ns  35 million cons ume rs purcha s e $527 billion worth of goods a nd s e rvice s .  Growing more a fflue nt / s ophis tica te d.  P rice a nd bra nd na me cons cious ; qua lity a nd s e le ction a re importa nt.  Ce rta in me dia ta rge t this group.
  • 10. Characteristics Affecting Consumer Behavior • As ia n Ame rica ns  10 million cons ume rs purcha s e $229 billion worth of goods a nd s e rvice s .  Fa s te s t growing, mos t a fflue nt s ubculture .  Ma ny na tiona litie s compris e this group.  Cons ume r pa cka ge d goods compa nie s now ta rge t this group more he a vily.
  • 11. Characteristics Affecting Consumer Behavior • Ma ture Cons ume rs  75 million cons ume rs a ge d 50+ will grow to 115 million within 25 ye a rs .  Ma ture cons ume rs control 50% of a ll dis cre tiona ry income .  Attra ctive ma rke t for tra ve l, re s ta ura nt, a nd cos me tics products , a mong othe rs .
  • 12. Characteristics Affecting Consumer Behavior Key Factors • Cultura l • So c ia l • Pe rs o na l • Ps y c ho lo g ic a l • Groups   Me mbe rs hip Re fe re nce  A p ira tio na l g ro up s s  Opinion le a de rs  Buz z m a rke ting • Fa mily  Childre n ca n influe nce • Role s a nd S ta tus
  • 13. Characteristics Affecting Consumer Behavior Key Factors • Cultura l • So c ia l • Pe rs o na l • Ps y c ho lo g ic a l • • • • Age a nd life cycle Occupa tion Economic s itua tion Life s tyle  Activitie s , inte re s ts , a nd opinions  Life s tyle s e gme nta tion • P e rs ona lity a nd s e lfconce pt  Bra nd pe rs ona lity
  • 14. Characteristics Affecting Consumer Behavior Brand Personality Dimensions • S ince rity • Rugge dne s s • Excite me nt • Compe te nce • S ophis tica tion
  • 15. Characteristics Affecting Consumer Behavior Key Factors • Cultura l • So c ia l • Pe rs o na l • Ps y c ho lo g ic a l • Motiva tion  Ne e ds provide motive s for cons ume r be ha vior  Motiva tion re s e a rch  Ma s low’s hie ra rchy of ne e ds • P e rce ption  S e le ctive a tte ntion, s e le ctive dis tortion, s e le ctive re te ntion • Le a rning  Drive s , s timuli, cue s , re s pons e s a nd re inforce me nt • Be lie fs a nd a ttitude s
  • 16. Characteristics Affecting Consumer Behavior Maslow’s Hierarchy of Needs S e lf-a ctua liza tion Es te e m Ne e ds S ocia l Ne e ds S a fe ty Ne e ds P hys iologica l Ne e ds
  • 17. Types of BuyingDecision Behavior Diffe re nc e be twe e n bra nd s I lve m e nt Le ve l nvo High Low S ignifica nt Diffe re nce s Com plex Variety-seeking buying behavior buying behavior Fe w Diffe re nce s DissonanceH abitual buying reducing buying behavior behavior
  • 18. The Buyer Decision Process • Five S ta ge s :  Ne e d re cognition  Informa tion s e a rch  Eva lua tion of a lte rna tive s  P urcha s e de cis ion  P os tpurcha s e be ha vior
  • 19. The Buyer Decision Process Process Stages • N e d re c o g nitio n e • I rm a tio n s e a rc h nfo • Eva lua tio n o f a lte rna tive s • Purc ha s e d e c is io n • Po s tp urc ha s e be ha vio r • Ne e ds ca n be trigge re d by:  Inte rna l s timuli  N rm a l ne e d s o be c o m e s tro ng e no ug h to d riv e be ha v io r  Exte rna l s timuli  A v e rtis e m e nts d  Frie nd s o f frie nd s
  • 20. The Buyer Decision Process Process Stages • N e d re c o g nitio n e • I rm a tio n s e a rc h nfo • Eva lua tio n o f a lte rna tive s • Purc ha s e d e c is io n • Po s tp urc ha s e be ha vio r • Cons ume rs e xhibit he ighte ne d a tte ntion or a ctive ly s e a rch for informa tion. • S ource s of informa tion:     P e rs ona l Comme rcia l P ublic Expe rie ntia l • Word-of-mouth
  • 21. The Buyer Decision Process Process Stages • N e d re c o g nitio n e • I rm a tio n s e a rc h nfo • Eva lua tio n o f a lte rna tive s • Purc ha s e d e c is io n • Po s tp urc ha s e be ha vio r • Eva lua tion proce dure de pe nds on the cons ume r a nd the buying s itua tion. • Mos t buye rs e va lua te multiple a ttribute s , e a ch of which is we ighte d diffe re ntly. • At the e nd of the e va lua tion s ta ge , purcha s e inte ntions a re forme d.
  • 22. The Buyer Decision Process Process Stages • N e d re c o g nitio n e • I rm a tio n s e a rc h nfo • Eva lua tio n o f a lte rna tive s • Purc ha s e d e c is io n • Po s tp urc ha s e be ha vio r • Two fa ctors inte rce de be twe e n purcha s e inte ntions a nd the a ctua l de cis ion:  Attitude s of othe rs  Une xpe cte d s itua tiona l fa ctors
  • 23. The Buyer Decision Process Process Stages • N e d re c o g nitio n e • I rm a tio n s e a rc h nfo • Eva lua tio n o f a lte rna tive s • Purc ha s e d e c is io n • Po s tp urc ha s e be ha vio r • S a tis fa ction is importa nt:  De lighte d cons ume rs e nga ge in pos itive wordof-mouth.  Unha ppy cus tome rs te ll on a ve ra ge 11 othe r pe ople .  It cos ts more to a ttra ct a ne w cus tome r tha n it doe s to re ta in a n e xis ting cus tome r. • Cognitive dis s ona nce is common
  • 24. Buyer Decision Process for New Products • Ne w P roducts  Good, s e rvice or ide a tha t is pe rce ive d by cus tome rs a s ne w. • S ta ge s in the Adoption P roce s s  Ma rke te rs s hould he lp cons ume rs move through the s e s ta ge s .
  • 25. Buyer Decision Process for New Products Stages in the Adoption Process • Awa re ne s s • Eva lua tion • Inte re s t • Tria l • Adoption
  • 26. Buyer Decision Process for New Products • Individua l Diffe re nce s in Innova tive ne s s  Cons ume rs ca n be cla s s ifie d into five a dopte r ca te gorie s , e a ch of which be ha ve s diffe re ntly towa rd ne w products . • P roduct Cha ra cte ris tics a nd Adoption  Five product cha ra cte ris tics influe nce the a doption ra te .
  • 27. Buyer Decision Process for New Products Adopter Categories • Innova tors • Ea rly Ma jority • Ea rly Adopte rs • La te Ma jority • La gga rds
  • 28. Buyer Decision Process for New Products Product Characteristics • Re la tive Adva nta ge • Compa tibility • Comple xity • Divis ibility • Communica bility
  • 29. Buyer Decision Process for New Products • Inte rna tiona l Cons ume r Be ha vior  Va lue s , a ttitude s a nd be ha viors diffe r gre a tly in othe r countrie s .  P hys ica l diffe re nce s e xis t which re quire cha nge s in the ma rke ting mix.  Cus toms va ry from country to country.  Ma rke te rs mus t de cide the de gre e to which the y will a da pt the ir ma rke ting e fforts .

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