Chapter 06 analyzing consumer markets

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Chapter 06 analyzing consumer markets

  1. 1. CHAPTER 6 ANALYZING CONSUMER MARKETS Hidelza B. Castillo February 5, 2014
  2. 2. Outline What is consumer behavior?  What influences consumer buying behavior?  The buying decision process : Five-Stage Model
  3. 3. What is consumer behavior? Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
  4. 4. What influences consumer buying behavior? A consumer’s buying behavior is influenced by: 1. Cultural factors - culture, subculture and social class 2. Social factors - reference groups, family and social roles and statuses 3. Personal factors - age, stage in the life cycle, occupation, economic situation, lifestyle, personality and self-concept
  5. 5. What influences consumer behavior? 1. Cultural factors  Buyer’s culture - learned values, perceptions, wants and behavior from family and other important institutions.  Buyer’s subculture – groups of people within a culture with shared value systems based on common life experiences and situations.  Filipinos  Chinese  Indians
  6. 6. What influences consumer behavior? 1. Cultural factors  Buyer’s social class – society’s relatively permanent and ordered divisions whose members share similar values, interests and behaviors.  Upper class  Middle class  Lower class
  7. 7. What influences consumer behavior? 2. Social factors  Reference groups – groups that form a comparison or reference in forming attitudes or behavior.  Family – most important consumer-buying organization in society.  Social roles and status – groups, family, club and organizations to which a person belongs that can define role and social status.
  8. 8. What influences consumer behavior? 3. Personal factors  Age and life-cycle stage Youth - younger than 18 years  Getting started - 18 to 35 years  Builders - 35 to 50 years  Accumulators - 50 to 60 years  Preservers - over 60 years Occupation affects the goods and services bought by consumers.
  9. 9. What influences consumer behavior? 3. Personal factors  Economic situation includes trends in:  Personal income  Savings  Interest rates  Lifestyle - person’s pattern of living as expressed in activities, interests and opinions.
  10. 10. What influences consumer behavior? 3. Personal factors  Personality - refers to unique psychological characteristics that lead to consistent and lasting responses to consumer’s environment.  Self-concept - refers to people’s possessions that contribute to and reflect their identities.
  11. 11. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps Information search Evaluation of alternatives Purchase decision Postpurchase behavior
  12. 12. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps A buying process starts when a buyer recognizes a problem or need triggered internal or external stimulus.
  13. 13. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps Information search Information can be obtained from personal, commercial or public sources .
  14. 14. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps Information search Evaluation of alternatives Consumer processes competitive brand information and make final value judgment.
  15. 15. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps Information search Evaluation of alternatives Purchase decision The consumer executes a purchase intention.
  16. 16. Buying decision process: Five-Stage Model Problem recognition Cultural, social, and personal factors affect all steps The buyer makes postpurchase evaluation. Information search Evaluation of alternatives Purchase decision Postpurchase behavior
  17. 17. CHAPTER 6 ANALYZING CONSUMER MARKETS
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