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Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
Kotler06exs Analyzing Consumer Markets And Buyer Behavior
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Kotler06exs Analyzing Consumer Markets And Buyer Behavior

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  • 1. Chapter 6 Analyzing Consumer Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport
  • 2. Objectives <ul><li>Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. </li></ul><ul><li>Describe how the consumer makes a purchasing decision. </li></ul>
  • 3. Consumer Behavior <ul><li>The field of Consumer Behavior : </li></ul><ul><ul><li>“studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires.” </li></ul></ul>
  • 4. How and Why Consumers Buy <ul><li>Buying behavior is influenced by: </li></ul><ul><ul><li>Cultural factors </li></ul></ul><ul><ul><li>Social factors </li></ul></ul><ul><ul><li>Personal factors </li></ul></ul><ul><ul><li>Psychological factors </li></ul></ul>
  • 5. How and Why Consumers Buy <ul><li>Influence Factors </li></ul><ul><li>Cultural </li></ul><ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Psychological </li></ul><ul><li>Exert broadest and deepest influence </li></ul><ul><li>Culture </li></ul><ul><li>Subculture </li></ul><ul><li>Social classes </li></ul>
  • 6. How and Why Consumers Buy <ul><li>Upper Uppers </li></ul><ul><li>Lower Uppers </li></ul><ul><li>Upper Middles </li></ul><ul><li>Middle Class </li></ul><ul><li>Working Class </li></ul><ul><li>Upper Lowers </li></ul>Major U.S. Social Classes <ul><li>Lower Lowers </li></ul>
  • 7. How and Why Consumers Buy <ul><li>Influence Factors </li></ul><ul><li>Cultural </li></ul><ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Psychological </li></ul><ul><li>Reference groups </li></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><ul><li>Primary vs. secondary </li></ul></ul></ul><ul><ul><li>Aspirational vs. dissociative </li></ul></ul><ul><li>Family </li></ul><ul><li>Social roles and statuses </li></ul>
  • 8. How and Why Consumers Buy <ul><li>Influence Factors </li></ul><ul><li>Cultural </li></ul><ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Psychological </li></ul><ul><li>Age </li></ul><ul><li>Stage in life cycle </li></ul><ul><li>Occupation </li></ul><ul><li>Economic circumstances </li></ul><ul><li>Lifestyle </li></ul><ul><li>Personality </li></ul><ul><li>Self-concept </li></ul>
  • 9. How and Why Consumers Buy <ul><li>Actualizers </li></ul><ul><li>Fulfilleds </li></ul><ul><li>Achievers </li></ul><ul><li>Experiencers </li></ul><ul><li>Believers </li></ul><ul><li>Strivers </li></ul><ul><li>Makers </li></ul><ul><li>Strugglers </li></ul>VALS 2 classifies U.S. adults into eight psychographic groups
  • 10. How and Why Consumers Buy <ul><li>Influence Factors </li></ul><ul><li>Cultural </li></ul><ul><li>Social </li></ul><ul><li>Personal </li></ul><ul><li>Psychological </li></ul><ul><li>Motivation </li></ul><ul><li>Perception </li></ul><ul><li>Learning </li></ul><ul><li>Beliefs </li></ul><ul><li>Attitudes </li></ul>
  • 11. Consumer Buying Decision Process <ul><li>In addition to understanding how these factors influence consumers, marketers must identify and understand: </li></ul><ul><ul><li>Who makes the buying decision </li></ul></ul><ul><ul><li>The types of buying decisions </li></ul></ul><ul><ul><li>The stages in the buying process </li></ul></ul>
  • 12. Consumer Buying Decision Process <ul><li>Understand </li></ul><ul><li>Buying roles </li></ul><ul><li>Buying behavior </li></ul><ul><li>Buying decision process </li></ul><ul><li>Initiator </li></ul><ul><li>Influencer </li></ul><ul><li>Decider </li></ul><ul><li>Buyer </li></ul><ul><li>User </li></ul>
  • 13. Consumer Buying Decision Process <ul><li>Understand </li></ul><ul><li>Buying roles </li></ul><ul><li>Buying behavior </li></ul><ul><li>Buying decision process </li></ul><ul><li>Complex buying behavior </li></ul><ul><li>Dissonance-reducing buying behavior </li></ul><ul><li>Habitual buying behavior </li></ul><ul><li>Variety-seeking buying behavior </li></ul>
  • 14. Consumer Buying Decision Process <ul><li>Understand </li></ul><ul><li>Buying roles </li></ul><ul><li>Buying behavior </li></ul><ul><li>Buying decision process </li></ul><ul><li>Problem recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of alternatives </li></ul><ul><li>Purchase decision </li></ul><ul><li>Postpurchase behavior </li></ul>
  • 15. Consumer Buying Decision Process <ul><li>Postpurchase Behavior: </li></ul><ul><ul><li>Consumers’ expectations are compared to performance </li></ul></ul><ul><ul><li>Postpurchase satisfaction influences future behavior </li></ul></ul><ul><ul><ul><li>Purchasing behavior </li></ul></ul></ul><ul><ul><ul><li>Word-of-mouth communications </li></ul></ul></ul>
  • 16. Consumer Buying Decision Process <ul><li>Marketers should attempt to influence and monitor postpurchase behavior </li></ul><ul><ul><li>Postpurchase communications reduce dissonance, returns, and order cancellations </li></ul></ul><ul><ul><li>Talk with customers to discover new uses for existing products </li></ul></ul><ul><ul><li>Investigate methods of product disposal </li></ul></ul>

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