Chapter 5_Principle of Marketing.pdf

Chapter 5
Consumer Markets and
Buyer Behavior
Prepared by Group 2
MMM 002 – Mg Aung Kyaw Thu
MMM 008 – Ma Hnin Hlwar Phyu
MMM 013 – Mg Khaing Htoo
MMM 023 – Mg Paing Thet Ko
MMM 037 – Ma Thein Thant Thant Zin
MMM 040 – Ma Zin Zin

OBJECTIVE 5-1
Define the consumer market and construct a simple model of consumer buyer behavior
OBJECTIVE 5-2
Name the four major factors that influence consumer buyer behavior
OBJECTIVE 5-3
List and define the major types of buying decision behavior and the stages in the buyer
decision process
OBJECTIVE 5-4
Describe the adoption and diffusion process for new products
Objectives Outline

In this chapter,
• Take a closer look at the most important element of the
marketplace— customers
• The aim of marketing is to engage customers and affect how
they think and act.
• To affect the whats, whens, and hows of buyer behavior,
marketers must first understand the whys.
• Look at final consumer buying influences and processes.

Understanding Customers and Building Profitable Relationships
Established – 1984, in Beijing, China
Original name – and Lenovo brand name was appeared after deciding to expand internationally in 2002
Founder - Liu Chunzhi and a group of 10 engineers of the Computer Technology Research Institute
Success Acquisition – Acquired IBM’s personal computer business, including the ThinkPad laptop and tablet lines in
2005
This acquisition accelerated access to foreign markets and made Lenovo the third-largest computer maker worldwide by volume. In
2018, Lenovo was the world’s largest personal computer vendor in terms of units shipped and beat out HP and Dell for the year
overall.
Success Drivers - Its deep and sound understanding of customers and its ability to build profitable relationships
Business Model – Building emotional relationship with customers (Built on customer satisfaction, innovation, and
operational efficiency)
Lenovo’s marketers focus on customers and their buying behavior: Who are they? What do they think? How do they feel about the
products? What makes them tick?
Source of Information - Listen to their customers through their social media channels, forums, blogs, and fan clubs
around the world

How they started aware that understanding customers is a key?
Understanding Customers and Building Profitable Relationships

Purchasers Non-Purchasers
Loyal purchasers
Potential
purchasers
Filter &
Analyze
Tools
• Heat Maps (Visualization in-page behavior of each customer segment)
• Google Surveys 360 (To get real-team, actionable insights for product development process)

OBJECTIVE 5-1
OBJECTIVE 5-2
OBJECTIVE 5-3
List and define the major types of buying decision behavior and the stages in the buyer
decision process
OBJECTIVE 5-4

Model of Consumer Behavior
Trying to understand “what consumers buy,
where they buy, how and how much they buy,
when they buy, and why they buy”
• Learning about the whys behind consumer buying behavior
is not so easy—the answers are often locked deep within
the consumer’s mind.
• Often, consumers themselves don’t know exactly what
influences their purchases.
• The central question for marketers is this: How do
consumers respond to various marketing efforts the
company might use?

Environment
Marketing Stimuli Other
Product Economic
Price Technological
Place Social
Promotion Cultural
Buyer’s Black Box
• Buyer’s Characteristics
• Buyer’s Decision Process
Buyer Responses
• Buying attitude and preferences
• Purchase behavior what the
buyer buys, when, where, and
how much
• Brand engagements and
relationships
We can measure the whats, wheres, whens of
consumer buying behavior. But it’s very
difficult to see inside the consumer’s head
and figure out the whys of buying behavior
(that’s why it’s called a black box). Marketers
spend a lot of energy and dollars trying to
figure out what makes customers tick.
Figure 5.1 The Model of Buyer Behavior

Cultural Factors
• Culture
• Sub culture
• Social Class
Influences of Consumer Behavior
External Influences
Social Factors
• Groups, Social Networks,
and Influencer Marketing
• Family
• Roles & Status
Internal Influences
Personal Factors
• Age
• Income
• Occupation
• Lifestyle
• Personality
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs & Attitude

Culture
• The set of the consumer's
experiences, beliefs, needs and
wants, preferences, perceptions,
and basic values by a member of
society from family and other
important institutions, which in
turn are directly linked to
attitudes, emotions, social norms,
intentions, and overall behaviors.
• It is a powerful and dominant
determinant of personal needs
and wants.
• It has a tremendous effect on
needs and preferences because
people react according to the
culture to which they belong
Sub culture
1. Religions
• It is a powerful determinant of consumer
needs and wants.
• It has its own culture in terms of rules,
values, rituals, and procedures that have an
impact on its followers.
• Each religion consists of several sub-
religions.
2. Geographical regions
• Each geographic region represents specific
culture and differs in terms of needs,
preference, habits, usage rates, and uses
of products.
3. Races
• Each racial group tends to be different in
terms of needs, roles, professions, habits,
preferences, and use of products.
4. Nationalities
• Every nation has its own unique culture that
shapes and controls behavior its citizens.
Social class
• It is determined not only by income but
also by occupation, family background,
education, skills, needs, habits,
preferences, career orientation,
approach toward life and residence
location.
• Can distinct product and brand
preferences in many areas, like
clothing, home furnishings, education,
leisure activities, and automobiles.
• Identity is divided into three social
classes based on income level or social
status, such as upper class, middle
class, and lower class.
Cultural Factors

• Integrating ethnic themes and cross - cultural
perspectives within a brand’s mainstream marketing, appealing to
consumer similarities across subcultural segments rather than
differences.
• Language - affects how people communicate (deliver and interpret
messages) and promotion(advertising and labeling) and sales.
• Culture - has a major impact on the values that people hold. This can
affect product design, placement, advertising efforts, etc.
• Customs - Unique cultures have unique customs or ways of going
about doing things.
• Diversion (Food, Arts, Entertainment) - The methods by which
individual divert or entertain themselves is a strong element of culture.
Total Marketing Strategy

Direct Influence
Face-to-face
membership 2. Primary Group
• Family, friends, neighbor, co-worker.
• Small formal group that their habits, lifestyles and
opinion have a direct impact on the individual.
1. Secondary group
• Religious, professional , trade unions, or associations.
• Large formal group that affect the buying decisions of
an individual buyer
Indirect Influence
Non membership
1. Aspiration (aspired) groups
• A person imitates the habits, preferences, and buying
patterns of some groups, like film stars, sportsmen, or
professional groups.
2. Non-Aspiration groups
• People that one would not like to be associated with.
• The individuals tend to have beliefs and values that
differ from those of the groups.
Opinion Leader
• A person within a references group who, because of special skills, knowledge,
personality, or other characteristics, exerts social influences on others.
• Can be leveraged by businesses to build both awareness and trust with their
customers and consequently to grow sales and give advice on how to use the product.
Group
Reference
Social Factors

Online social networks
• Online social communities- blogs, online social media, brand communities,
and other online forums where people socialize or exchange information to
ask questions, discuss topics, share content, or collaborate on a common
goal and opinions.
Word-of-mouth- influences
• The impact of the personal words and recommendations of trusted
friends, family, associates, and other consumers on buying behavior.
Influencer marketing
• Enlisting established new influencers to spread the word about
a company’s brands
• An influencer's primary source of income is stemming from
their social media content.
• Allows big brands to attract more customers and enables small
businesses to scale up by getting them more visibility, which
provides higher ROI than other marketing channels.
Social Factors

• It plays a significant role in shaping the buying behavior of a person and is one of the most
powerful social factors affecting consumer behavior.
• Family members constitute the most influential primary reference group. From family, its
member acquires an orientation toward religion, politics, ambition, self-worth, love, respect,
and so on.
• It has a varying degree of influence on purchase decisions by the elderly, son, daughter,
husband-wife, and children.
• Roles is expected activities and influenced by their various roles, such as family, club, office,
or social organization in society and in a high position, their buying behavior will be largely
influenced by their status.
• Status is esteem given to role by society.
Achieved status
➢ a status assigned to a person because of some special skill, ability, achievement, or
merit.
➢ Job, team membership, family relationship such as mother or husband.
Ascribed status
➢ a status assigned according to condition beyond a person’s control.
➢ Race, gender, age, family relationship such as brother or sister.
Family
Roles and Status
Social Factors

1. Occupation
2. Age And Life Stage
3. Economic Situation
4. Lifestyle
5. Personality and Self –Concept
A buyer’s decisions also are influenced by personal characteristics such as the buyer’s
Personal Factors

Occupation
• The occupation of an individual plays a significant role in influencing his/her buying decision.
An individual’s nature of job has a direct influence on the products and brands he picks for
himself/herself.
• An individual’s designation and his nature of work influence his buying decisions.

The CAT S61,for example, withstands extreme drops, is
dust and waterproof, can be controlled with dry or wet
gloves, and offers additional features for the trade, like
thermal imaging or an indoor air quality monitor.

Age and Life Stage
• People change the goods and services they buy over their lifetimes. Tastes in food, clothes,
furniture, and recreation are often age related
• Buying is also shaped by the stage of the family life cycle—the stages through which families
might pass as they mature over time. Life-stage changes usually result from demographics and
life changing events—marriage, having children, purchasing a home, divorce, children going to
college, changes in personal income, moving out of the house, and retirement.

Claritas PRIZM Life Stage
1. “Striving Singles ”
2. “Midlife Success”
3. “Young Achievers”
4. “Sustaining Families”
5. “Affluent Empty Nests”
6. “Conservative Classics”
7. “Bright Lights, Li’l City,”
8. “Kids & Cul-de-Sacs”
9. “Gray Power”
10. “Big City Blues.”
11. “Young Achievers”
• PRIZM classifies every American household into one of 68 distinct life-stage segments, which are
organized into 11 major life-stage groups based on affluence, age, and family characteristics.

Economic Situation
• And soon after Amazon purchased Whole Foods, the
online giant took a knife to the upscale grocery chain’s high
prices. To help blunt the chain’s “Whole Foods. Whole
Paycheck.” image, Amazon promised that the chain would
offer “high-quality natural and organic food affordable
for everyone.”
• A person’s economic situation will affect his or her store and
product choices. Marketers watch trends in spending, personal
income, savings, and interest rates.

Lifestyle
• People coming from the same subculture, social class, and occupation may have quite different
lifestyles.
• Lifestyle is a person’s pattern of living as expressed in his or her psychographics.
AIO dimensions
Activities Interests Opinions
• Sport
• Work
• Religious
• Studying
• Social
• Recreating
• Technical
• Vacation
• Family
• Food
• Fashion
• Music
• Recreation
• Acting
• Gadgets
• Books
• Business
• Politics
• Education
• Past & Future
• Products
• Religion
• Products

• The Body Shop’s founder, Anita Roddick, had always been a strong advocate of ethical
consumerism, human and animal rights issues, and environmental protection.
• Although The Body Shop was bought by Brazilian cosmetics group Natural in 2017, its social and
environmental commitment remains in its marketing DNA today.
• For example, under its “Community Trade recycled plastic” scheme, the company will buy 250
tons of recycled plastic from India in 2019 to use in its production of bottles.

Personality and Self-Concept
• Each person’s distinct personality influences his or her buying behavior.
• Personality refers to the unique psychological characteristics that distinguish a person or group.
• Personality is usually described in terms of traits such as self-confidence, dominance,
sociability, autonomy, defensiveness, adaptability, and aggressiveness.

• Most well-known brands are strongly associated with a particular trait
Ruggedness
Class and Sophistication
Excitement Competence
Sincerity

Psychological Factors
A person’s buying choices are further
influenced by four major psychological
factors
Psychological
Factors
Motivation
Learning
Beliefs and
Attitudes
Perception

Motivation
• A person has many needs at any given time. Some are biological, arising from states of tension
such as hunger, thirst, or discomfort.
• Others are psychological, arising from the need for recognition, esteem, or belonging.
• Sigmund Freud’s theory suggests that a person’s buying decisions are affected by subconscious
motives that even the buyer may not fully understand
An aging baby boomer who buys a sporty
BMW convertible might explain that he
simply likes the feel of the wind in his
thinning hair.
At a deeper level, he may be trying to
impress others with his success.
At a still deeper level, he may be buying
the car to feel young and
independent again.

• Abraham Maslow sought to explain why people are driven by particular needs at particular times.
• For example, starving people (physiological need) will not take an interest in the latest
happenings in the art world (self-actualization needs) or in how they are seen or esteemed by
others (social or esteem needs) or even in whether they are breathing clean air (safety needs).
According to Maslow, human
needs are arranged in a
hierarchy. Starving people will
take little interest in the latest
happenings in the art world.
Hierarchy of Needs

Perception
• A researcher announced that he had flashed the phrases
“Eat popcorn” and “Drink Coca-Cola” on a screen in a
New Jersey movie theater every five seconds for 1/300th
of a second.
• Perception in psychology can be defined as the
sensory experience of the world, which includes
how an individual recognizes and interpreter
sensory information. This also includes how one
responds to those stimuli. Perception includes
these senses: vision, touch, sound, smell, taste,
and proprioception

Learning
• Learning theorists say that most human behavior is learned.
• Learning occurs through the interplay of drives, stimuli, cues, responses, and reinforcement.
• A drive is a strong internal stimulus that calls for action.
• A drive becomes a motive when it is directed toward a particular stimulus object.

Beliefs and Attitudes
• Through doing and learning, people acquire beliefs and attitudes. These, in turn, influence their
buying behavior. A belief is a descriptive thought that a person holds about something. Beliefs may
be based on real knowledge, opinion, or faith and may or may not carry an emotional charge.
• Thus, a company should usually try to fit its products into existing attitude patterns rather than
attempt to change attitudes. Of course, there are exceptions.
Buy the
best
The Japanese make the
best camera products in
the world
Creativity and self-
expression are
among the most
important things in
life

• Of course, there are exceptions. Repositioning or extending a brand calls for changing attitudes.
So does introducing an innovative new brand that counters conventional thinking.
For example
• Innovative women’s shape wear brand SPANX
succeeded by changing women’s and retailers’ long- held
attitudes toward body-shaping foundation garments.
• Changing consumer attitudes and beliefs can be difficult.
But Beyond Meat is off to a good start with its plant-based
meat products. The Beyond Burger “cooks like a beef
patty. It sizzles, it oozes. And sizzle, we know, is what
sells.”

SPANX : Channing the Way
Women Think about
“Shapewear”

SPANX WWW.SPANX.COM
Type Private
Industry Apparel
Founded Atlanta, Georgia, U.S.
(February 15, 2000)
Founder Sara Blakely
Area served United States
Products Pantyhose, hosiery
Number of 750
employees

“To help women feel great
about themselves and their
potential.”
SPANX WWW.SPANX.COM
Mission

SPANX WWW.SPANX.COM
• For centuries, women had wrestled with how
to get their bodies to fit into fashionable
clothing.
• From corsets in the 16th century to girdles in
the 1900s undergarments designed to deliver
smooth and shapely figures were
uncomfortable, and inconvenient.
• The 20th century, the foundationwear industry
saw wonderfully little innovation.
Factors : Before Revolution of Undergarments
Sector

SPANX WWW.SPANX.COM
Blakely’s shape to the point where she felt comfortable
wearing the pants. She wore control top panty hose daily.
But she dislike panty hose which did smooth her mid-section
to where even her cream-colored pants looked good on her.
But what to do about the ugly foot seams and reinforcements
that showed through her open-toed shoes? Sara simply cut
out the feet.
Why couldn’t someone design an undergarment
that would take the “control top” concept to
a higher level, perfecting the midsection and
eliminating the feet and lower legs?
Start to Emerge Innovation Idea

SPANX WWW.SPANX.COM
• Blakely took matters into her own hands. She collected funds, bought a sewing machine, created a
prototype for her own miracle garment, designed the packaging, and came up with the name “SPANX”.
• She first hurdle was finding retail outlets. She met the premium retailer Neiman Marcus. During the
initial sales meeting, she took a big chance and invited the buyer join her in the restroom. She modeled
the very cream-colored pants that started the whole project.
• She found that changing consumer attitudes was even more challenging than getting through to
manufacturers and retailer.
• Blakely went into each of the seven Neiman Marcus stores and moved the SPANX from the hosiery
department to racks near cash registers in the women’s ready to-wear clothing department, complete
with “before and after” pictures.
• Putting SPANX in a new context caused customers to pause and break free of established mental boundaries.
• SPANX’s sales surged.
Start to Implement with Entrepreneur mindset

SPANX WWW.SPANX.COM
Sara sent samples to every imaginable
celebrity, hoping that some would start
wearing SPANX, talk about the brand and
model the results.
Approaching Influencer Marketing
Having battled with
weight gain and loss
for years
Problematic Outcome
• Oprah tried them on and
became an instant
believer.
• Oprah felt comfortable and
confident in SPANX.
• The SPANX revolution. Once something that nobody talked much about, foundationwear—now
“shapewear”—became the new fashion trend. With the changing attitudes, SPANX has given new life to an
industry once in decline.
• Due to SPANX revolution, traditional undergarment brands to Nike and Under Armour now feature
shapewear.
• The SPANX revolution has also made founder Sara Blakely the world’s youngest self-made female
billionaire.
The Crucial Role Of Influencer

The process by which people
select, organize, and interpret
information to form a
meaningful picture of the
world.
Changes in an individual’s
behavior arising from
experience.
The unique psychological
characteristics that
distinguish a person or
group.
A person’s consistently
favorable or unfavorable
evaluations, feelings, and
tendencies toward an object
or idea.
A person’s pattern of living
as expressed in his or her
activities, interests, and
opinions.
Core Summery of SPANX
Lifestyle Personality Perception Learning Attitude
SPANX WWW.SPANX.COM

OBJECTIVE 5-1
OBJECTIVE 5-2
OBJECTIVE 5-3
List and define the major types of buying decision behavior and the stages in the buyer decision process
OBJECTIVE 5-4

Type Of Buying Decision Behavior
Buying Behavior varies
greatly for different
types of products. For
example; someone
buying a new car might
undertake a full
information-gathering
and brand evaluation
process.
High
involvement
Low
Involvement
Complex Buying
Behavior
Variety- seeking
buying behavior
Dissonance-
reducing buying
behavior
Habitual buying
behavior
Significant
differences
between brands
Few differences
between brands
At the other extreme
for low-involvement
products, consumers
may simply select a
familiar brand out of
habit. For example;
what brand of salt do
you buy and why?

Complex Buying Behavior
▪ Consumer buying behavior in situations characterized by high consumer involvement in a
purchase and significant perceived differences among brands.
▪ Consumer may be highly involved when the product is expensive , risky , purchased
infrequently and highly self expressive.
▪ The buyer will pass through a learning process, when their first developing belief about
the product then attitudes and then make a thoughtful purchased choice.
▪ The buyer need to differentiate their brand’s features, perhaps by describing and
illustrating the brand’s benefits through printed promotional materials or in depth online
information and videos.
Dissonance – Reducing Buying Behavior
▪ Consumer buying behavior in situations characterized by
high involvement but few perceived differences among
brands.
▪ The consumer or buyer may respond primary to a good
price or purchase convenience.
▪ After they purchase, consumer might experience post
purchase dissonance when they notice certain
disadvantage of carpet brand or hear favorable things
about brands not purchased.

Habitual Buying Behavior
➢ Consumer buying behavior in situations characterized by low consumer
involvement and few significant perceived brand differences.
➢ Consumer do not search extensively for information about the brands, evaluate
brand characteristics and make weighty decisions about which brand to buy.
➢ Buyers are not highly committed to any brands , marketers of low involvement
products with few brand differences often use price and sales promotions to
promote buying.
Variety – Seeking Buying Behavior
➢ Consumer buying behavior in situations characterized by low consumer
involvement and few significant perceived brand differences.
➢ As an example, when buying cookies , a consumer may hold some belief, chose
a cookie brand without much evaluation, and then evaluation and then evaluate
that brand during consumption.
➢ Then next time , the buyer or consumer might pick or chose another brand out of
boredom or simply to try something different.
➢ Brand switching can make the sake of variety rather than because of
dissatisfaction.

Need
recognition
Information
Search
Evaluation
of
Alternatives
Purchase
Decision
Post
purchase
behavior
The Buyer Decision Process
The buying process starts long before
the actual purchase and continues long
after. In fact , it might result in a decision
not to buy. Therefore, marketers must
focus on the entire buying process, not
just the purchase decision
❖The figure suggest that consumers pass through all five stages with every purchase in considered way.
❖And it’s shows all the considerations that rise when a consumer s faces a new and complex purchase situation.
❖The buying process starts long before the actual purchase and continues long after.
❖Marketers need to focus on the entire buying process rather than on the purchase decision only.
Figure – (5.5) – shows that the buyer
decision process consists of five stages.

Need Recognition
▪ The first stage of the buyer decision process, in which the consumer recognizes a problem or need.
▪ The Buying process need to be start with need recognition, the buyer recognizes a problem or need.
➢ The stage of the buyer decision process, in which the consumer is
motivated to search for more information.
➢ If the customer’s drive is strong and a satisfying product is near at
hand, the customer is likely to buy the product .
➢ When the customer is not satisfying enough, they may store the
need in memory or undertake an information search related to the
need.
➢ Consumers can get information from any of several sources such
as personal sources, public sources and experiential sources.
➢ Consumers have received the most information about the product
from the commercial sources that’s controlled by the marketers.
➢ The most effective sources is tend to be personal sources,
commercial source is normally inform the buyer but the personal
sources are legitimize or evaluate products for the buyer.
Information Search

Evaluation of Alternatives
➢ The stage of the buyer decision process, in which the consumer uses information to evaluate alternative brands in the choice
set.
➢ Marketers need to know about alternative evaluation, that is how consumers process information to choose among
alternative brands.
➢ Consumers go about evaluating purchase alternative depends on the individual consumer and the specific buying situation.
➢ Sometimes consumer make buying decisions on their own ,sometimes they turn to their friends, online reviews or sales people
advices.
➢ If the buyer have narrowed their car choices to three brands and suppose that they are primarily interested in four attributes-
price, style, operating economy and performance. If one kind of car rated best on all the attributes, the marketer could predict
that the buyer would choose it.
➢ So, marketers should study buyers to find out how they evaluate brands alternatives.

Purchase Decision
➢ The buyer decision about which brand to purchase.
➢ In this evaluation stage , the consumer make a ranks to brands and forms
in purchase intentions.
➢ The customers 'purchase decision will be the most preferred brands to buy.
➢ But the two factors can come between the purchase intention and purchase
decision.
➢ The first factor is the attitude of others and the second is unexpected
situational factors.
➢ As an example; the economy might take a turn for the worse, a close
competitor might drop its price or a friend might report being disappointed in
your preferred car.

Post purchase Behavior
➢ The stage of the buyer decision process in which consumers take
further action after purchase, based on their satisfaction or
dissatisfaction. The marketers job doesn’t end when product is
bought.
➢ After purchasing the product, the consumer will either be satisfied or
dissatisfied or will be engage in post purchase behavior of interested
to the marketer. That’s determine whether the buyer is satisfied or
dissatisfied with purchase.
➢ When the product falls short of expectations, the customer is
disappointed, when it meets expectation the customer is satisfied.
The negative gap is larger between expectations and performance.
That suggests the seller should promise only what their brands can
deliver so that buyers are satisfied.
➢ Most of all major purchases, result in cognitive dissonance or
discomfort caused by poet purchase conflict. When the purchase is
done, consumers are satisfied with the benefits of the chosen brand
and they are glad to avoid the draw back of the brands not bought.
Cognitive Dissonance
Buyer discomfort caused by post purchase confit.

The Customer Journey
➢ The sum of the ongoing experiences consumers have with a brand that affect their buying behavior, engagement and brand
advocacy over time. Rather than viewing the buying process only as a specific set of stages, many marketers view it as a
broader customer journey.
➢ All discussion of the customer journey begin with customer brand awareness and end with the customer advocating the
brand to others.
➢ The customer s’ brand relationship- building journey, they collect a portfolio of brand experiences.

The Buyer Decision Process For New Products
Stages in adoption process
Individual difference in Innovativeness
Influence of product characteristics on the rate of
adoption
Reviewing and Extending the concept

• Adoption process – The mental process through which an individual passes from first hearing about an innovation to
final adoption.
• Stages in adoption process includes….
Stages in the Adoption Process
New Product - A good, service or idea that is perceived by some potential customer as new.
Awareness
Consumer know it exists
but lack of information
Interest
Consumer wants to find
the information
Evaluation
Consumer consider
trying to product goes
into the evaluating of
alternatives
Trial
Consumer tries the
product
Adoption
Consumer buyers and
becomes regular user

Buyer Decision Process for New Products
Individual Differences in Innovativeness
➢ Innovator
➢ Early Adopters
➢ Early Mainstream
➢ Late Mainstream
➢ Lagging Adopters
Finger 5.7- Adoption categories based on relative time of adoption
innovation

Influence of Product Characteristics on Rate of Adoption
Five characteristics are especially important in influencing on innovation’s rate of
adoption.
Complexity
Divisibility
Relative
Advantage
Compatibility
Communicability

OBJECTIVE 5-1
OBJECTIVE 5-2
Four major factors that influence on consumer buyer behavior( cultural , social, personal,
psychological)
OBJECTIVE 5-3
Major types of buying decision behavior and the stages in the buyer decision process.
OBJECTIVE 5-4
The adoption and diffusion process for new products. (The product adoption process is
made up of five stages: awareness, interest, evaluation, trial, and adoption. New-
product marketers must think about how to help consumers move through these stages.
Reviewing and Extending the concept

Any Question!
Much Appreciated
for your Attention!

Chapter 5_Principle of Marketing.pdf

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