Marketing

1. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 0 in Chapter 6
Chapter 6
Analyzing Consumer
Markets and Buyer
Behavior
PowerPoint by Karen E. James
Louisiana State University - Shreveport

2. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 6
Objectives
 Determine how cultural, social,
personal, and psychological
factors influence consumer buying
behavior.
 Describe how the consumer
makes a purchasing decision.

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

4. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 6
How and Why Consumers Buy
 Buying behavior is influenced by:
–Cultural factors
–Social factors
–Personal factors
–Psychological factors

5. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
How and Why Consumers Buy
Influence Factors
 Cultural
 Social
 Personal
 Psychological
 Exert broadest
and deepest
influence
 Culture
 Subculture
 Social classes

6. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
How and Why Consumers Buy
 Upper Uppers
 Lower Uppers
 Upper Middles
 Middle Class
 Working Class
 Upper Lowers
Major U.S. Social Classes
Lower Lowers

7. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 6
How and Why Consumers Buy
Influence Factors
 Cultural
 Social
 Personal
 Psychological
 Reference groups
– Membership
 Primary vs.
secondary
– Aspirational vs.
dissociative
 Family
 Social roles and
statuses

8. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 6
How and Why Consumers Buy
Influence Factors
 Cultural
 Social
 Personal
 Psychological
 Age
 Stage in life cycle
 Occupation
 Economic
circumstances
 Lifestyle
 Personality
 Self-concept

9. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6
How and Why Consumers Buy
 Actualizers
 Fulfilleds
 Achievers
 Experiencers
 Believers
 Strivers
 Makers
 Strugglers
VALS 2 classifies U.S. adults into
eight psychographic groups

10. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
How and Why Consumers Buy
Influence Factors
 Cultural
 Social
 Personal
 Psychological
 Motivation
 Perception
 Learning
 Beliefs
 Attitudes

11. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 6
Consumer Buying Decision Process
 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

12. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
Consumer Buying Decision Process
Understand
 Buying roles
 Buying behavior
 Buying decision
process
 Initiator
 Influencer
 Decider
 Buyer
 User

13. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 6
Consumer Buying Decision Process
Understand
 Buying roles
 Buying behavior
 Buying decision
process
 Complex buying
behavior
 Dissonance-
reducing buying
behavior
 Habitual buying
behavior
 Variety-seeking
buying behavior

14. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 6
Consumer Buying Decision Process
Understand
 Buying roles
 Buying behavior
 Buying decision
process
 Problem recognition
 Information search
 Evaluation of
alternatives
 Purchase decision
 Postpurchase
behavior

15. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6
Consumer Buying Decision Process
 Postpurchase Behavior:
–Consumers’ expectations are
compared to performance
–Postpurchase satisfaction
influences future behavior
Purchasing behavior
Word-of-mouth communications

16. ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 6
Consumer Buying Decision Process
 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