This chapter discusses consumer buyer behavior and marketing concepts. It introduces a model of consumer behavior that is influenced by marketing stimuli and other factors such as cultural, social, personal and psychological characteristics. It also outlines the stages of the buyer decision process, including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it describes different types of buying decision behaviors such as complex, dissonance-reducing, habitual, and variety-seeking.
This document discusses factors that influence consumer behavior and the consumer decision-making process. It outlines three main categories of influences: cultural factors like culture and subculture; social factors such as reference groups and social roles; and personal factors including age, lifestyle and personality. It also describes psychological processes like motivation, perception, learning and memory that affect consumer decisions. Finally, it outlines the five stages of the consumer buying process: problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
Opinion leadership is the process by which informal opinion leaders influence the product attitudes and consumption behaviors of others. Opinion leaders may seek to reduce their own doubts about purchases, gain social benefits, or due to strong involvement with products. Opinion seekers aim to get new information, reduce risks, save time, and gain approval. Opinion leadership is effective because opinion leaders are seen as credible sources of positive and negative product information and advice within their category of expertise. A person can be both an opinion receiver and later an opinion leader on a topic after gaining direct experience with a product.
The document discusses the key components and process of a marketing audit. It begins by introducing marketing audits and their benefits, such as providing a comprehensive assessment of a company's marketing environment, strategies, and performance.
It then outlines the main components of a marketing audit: environmental audit, strategy audit, organization audit, system audit, productivity audit, and functions audit. Tools like SWOT, PEST, and five forces analyses are used to evaluate performance.
The marketing audit process involves assessing customer needs, scanning trends, and analyzing internal and external factors. The final part discusses how a marketing audit can help a company identify which areas to focus marketing efforts on for improved growth.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
Marketing research involves systematically collecting and analyzing information about markets and consumers to inform business decisions. It serves descriptive, diagnostic, and predictive functions. Common marketing research methods include qualitative approaches like focus groups and interviews to understand attitudes and motivations, as well as quantitative surveys and experiments to measure preferences and test hypotheses. The goals, budget, and type of insights needed determine the most appropriate research method(s) and sample size. Outsourcing research to specialist agencies allows businesses to leverage professional expertise throughout the research process.
This document discusses factors that influence consumer behavior and the consumer decision-making process. It outlines three main categories of influences: cultural factors like culture and subculture; social factors such as reference groups and social roles; and personal factors including age, lifestyle and personality. It also describes psychological processes like motivation, perception, learning and memory that affect consumer decisions. Finally, it outlines the five stages of the consumer buying process: problem recognition, information search, alternative evaluation, purchase decision and post-purchase behavior.
Opinion leadership is the process by which informal opinion leaders influence the product attitudes and consumption behaviors of others. Opinion leaders may seek to reduce their own doubts about purchases, gain social benefits, or due to strong involvement with products. Opinion seekers aim to get new information, reduce risks, save time, and gain approval. Opinion leadership is effective because opinion leaders are seen as credible sources of positive and negative product information and advice within their category of expertise. A person can be both an opinion receiver and later an opinion leader on a topic after gaining direct experience with a product.
The document discusses the key components and process of a marketing audit. It begins by introducing marketing audits and their benefits, such as providing a comprehensive assessment of a company's marketing environment, strategies, and performance.
It then outlines the main components of a marketing audit: environmental audit, strategy audit, organization audit, system audit, productivity audit, and functions audit. Tools like SWOT, PEST, and five forces analyses are used to evaluate performance.
The marketing audit process involves assessing customer needs, scanning trends, and analyzing internal and external factors. The final part discusses how a marketing audit can help a company identify which areas to focus marketing efforts on for improved growth.
Cultural, social, personal, and psychological factors influence consumer behavior. Cultural factors include culture, society, and subcultures. Social factors encompass reference groups, family, and social roles and status. Personal factors relate to aspects like age and lifestyle. Psychological factors concern consumer motivation, perception, learning, beliefs, and attitudes.
Marketing research involves systematically collecting and analyzing information about markets and consumers to inform business decisions. It serves descriptive, diagnostic, and predictive functions. Common marketing research methods include qualitative approaches like focus groups and interviews to understand attitudes and motivations, as well as quantitative surveys and experiments to measure preferences and test hypotheses. The goals, budget, and type of insights needed determine the most appropriate research method(s) and sample size. Outsourcing research to specialist agencies allows businesses to leverage professional expertise throughout the research process.
This document discusses the consumer decision process and problem recognition. It describes the different types of consumer decisions based on purchase involvement, from nominal decisions with little thought to extended decisions involving extensive research. There are also three types of decision making - nominal, limited, and extended - depending on the amount of internal and external search and the complexity of evaluating alternatives. Marketers can help consumers recognize problems in various ways, such as discovering problems through surveys, responding with new products, or causing selective problem recognition of issues their brands can solve. They may also try to suppress problem recognition of issues with their own brands.
The document outlines key aspects of strategic marketing planning and implementation discussed in a marketing textbook chapter. It covers defining marketing's role in companywide strategic planning, developing customer-focused marketing strategies and integrated marketing mixes, managing the marketing effort through analysis, planning, implementation and control, and measuring return on marketing investment. The chapter addresses topics such as strategic planning, market segmentation, the marketing mix of product, price, place and promotion, and marketing metrics like customer acquisition, retention and lifetime value.
การตัดสินใจของผู้บริโภค (Consumer's decision making : Ch 11), Consumer Behavior Class, Aj. Watjana Poopanee, Mahasarakham Business School, Mahasarakham University
Product management is an important organizational role that typically involves analyzing market conditions, laying out a product vision, and providing cross-functional leadership between different departments like engineering, sales, and marketing. The role spans both strategic and tactical activities. At its best, product management bridges gaps within a company to deliver unique customer value based on demands.
The document provides information about marketing environment, marketing research, marketing information system, consumer behavior, and new product development. It discusses the key concepts such as:
1. The marketing environment refers to internal and external forces that affect marketing decisions. Marketing research and information systems help understand the environment.
2. Consumer behavior is influenced by personal, psychological, and social factors and leads to purchase decisions. Understanding consumer behavior is important for marketers.
3. The new product development process involves idea generation, screening, testing, developing a market strategy, analyzing business and financial aspects, test marketing, and commercialization. Getting new products right requires systematic analysis.
Creating customer value and customer relationship s1Sameer Mathur
The document discusses key concepts related to customer relationships including customer value, satisfaction, and loyalty. It defines customer value as the difference between the benefits and costs of an offering compared to alternatives. Customer satisfaction is a marketing term that measures how well a company's products or services meet or exceed a customer's expectations. Creating loyal customers is important for every business and companies aim to deliver value and satisfaction to their customers.
Sales management involves planning, directing, and controlling the personal selling activities of an organization. This includes recruiting, selecting, training, motivating, and evaluating salespeople. The objectives are to integrate personal selling with other marketing activities and develop relationships with customers. Sales management responsibilities vary and can include delivering products, taking orders, providing technical support, or creating new demand. Effective sales management requires analyzing market potential, formulating sales objectives, recruiting and selecting salespeople, developing training programs, and conducting sales training.
The document discusses reference groups, families, and consumer socialization. It describes three types of reference group influence, how families make decisions, and factors that influence American families. The document also presents a model of the family life cycle that can be used to segment markets and develop marketing strategies.
This document discusses consumer buyer behavior and the factors that influence purchasing decisions. It outlines the consumer decision process, which begins with need recognition and information search. The consumer then evaluates alternatives and makes a purchase decision. After purchasing, the consumer experiences post-purchase satisfaction or dissonance based on whether expectations match actual product performance. Key factors like culture, social class, personality, motivation, and perception shape how consumers move through the decision stages.
1) A vertical marketing system is a network of two or more levels of channel members such as manufacturers, wholesalers, and retailers.
2) A corporate vertical marketing system combines successive stages of production and distribution under single ownership, with channel leadership established through common ownership.
3) A contractual vertical marketing system consists of independent firms at different levels integrating their programs on a contractual basis to achieve greater efficiencies and sales impact than operating alone. There are three main types: manufacturer-sponsored retailer franchises, manufacturer-sponsored wholesaler franchises, and service-firm-sponsored retailer franchises.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
The document discusses strategic marketing and innovation strategies. It covers topics like managing innovation as a customer-driven process, new product planning, generating and evaluating new product ideas, developing and testing products, and commercializing successful new products. It also provides examples of how companies like Google effectively generate new ideas and examples of transformational, new category, and incremental innovation.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
International Marketing Channels:
Topic:
Channel Distribution Structures
Distribution Patterns
Middleman Choices
Factors Affecting Choice of Channel
Internet and Logistic
This chapter discusses consumer buyer behavior and the factors that influence it. It introduces a model of consumer behavior that is impacted by marketing stimuli and other forces. It then describes the key characteristics affecting consumer behavior, including cultural, social, personal, and psychological factors. It outlines the major types of buying decision behaviors and stages in the buyer decision process for regular and new products. It concludes with a discussion of international differences in consumer behavior.
This chapter discusses consumer buyer behavior and the factors that influence it. It presents a model of consumer behavior that shows how marketing stimuli interacts with other stimuli to influence consumer behavior. It identifies four major factors - cultural, social, personal and psychological characteristics - that affect consumer behavior. It also describes the different types of buying decision behaviors and the five stages of the buyer decision process for new and existing products: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it discusses differences in consumer behavior across international borders.
This document discusses the consumer decision process and problem recognition. It describes the different types of consumer decisions based on purchase involvement, from nominal decisions with little thought to extended decisions involving extensive research. There are also three types of decision making - nominal, limited, and extended - depending on the amount of internal and external search and the complexity of evaluating alternatives. Marketers can help consumers recognize problems in various ways, such as discovering problems through surveys, responding with new products, or causing selective problem recognition of issues their brands can solve. They may also try to suppress problem recognition of issues with their own brands.
The document outlines key aspects of strategic marketing planning and implementation discussed in a marketing textbook chapter. It covers defining marketing's role in companywide strategic planning, developing customer-focused marketing strategies and integrated marketing mixes, managing the marketing effort through analysis, planning, implementation and control, and measuring return on marketing investment. The chapter addresses topics such as strategic planning, market segmentation, the marketing mix of product, price, place and promotion, and marketing metrics like customer acquisition, retention and lifetime value.
การตัดสินใจของผู้บริโภค (Consumer's decision making : Ch 11), Consumer Behavior Class, Aj. Watjana Poopanee, Mahasarakham Business School, Mahasarakham University
Product management is an important organizational role that typically involves analyzing market conditions, laying out a product vision, and providing cross-functional leadership between different departments like engineering, sales, and marketing. The role spans both strategic and tactical activities. At its best, product management bridges gaps within a company to deliver unique customer value based on demands.
The document provides information about marketing environment, marketing research, marketing information system, consumer behavior, and new product development. It discusses the key concepts such as:
1. The marketing environment refers to internal and external forces that affect marketing decisions. Marketing research and information systems help understand the environment.
2. Consumer behavior is influenced by personal, psychological, and social factors and leads to purchase decisions. Understanding consumer behavior is important for marketers.
3. The new product development process involves idea generation, screening, testing, developing a market strategy, analyzing business and financial aspects, test marketing, and commercialization. Getting new products right requires systematic analysis.
Creating customer value and customer relationship s1Sameer Mathur
The document discusses key concepts related to customer relationships including customer value, satisfaction, and loyalty. It defines customer value as the difference between the benefits and costs of an offering compared to alternatives. Customer satisfaction is a marketing term that measures how well a company's products or services meet or exceed a customer's expectations. Creating loyal customers is important for every business and companies aim to deliver value and satisfaction to their customers.
Sales management involves planning, directing, and controlling the personal selling activities of an organization. This includes recruiting, selecting, training, motivating, and evaluating salespeople. The objectives are to integrate personal selling with other marketing activities and develop relationships with customers. Sales management responsibilities vary and can include delivering products, taking orders, providing technical support, or creating new demand. Effective sales management requires analyzing market potential, formulating sales objectives, recruiting and selecting salespeople, developing training programs, and conducting sales training.
The document discusses reference groups, families, and consumer socialization. It describes three types of reference group influence, how families make decisions, and factors that influence American families. The document also presents a model of the family life cycle that can be used to segment markets and develop marketing strategies.
This document discusses consumer buyer behavior and the factors that influence purchasing decisions. It outlines the consumer decision process, which begins with need recognition and information search. The consumer then evaluates alternatives and makes a purchase decision. After purchasing, the consumer experiences post-purchase satisfaction or dissonance based on whether expectations match actual product performance. Key factors like culture, social class, personality, motivation, and perception shape how consumers move through the decision stages.
1) A vertical marketing system is a network of two or more levels of channel members such as manufacturers, wholesalers, and retailers.
2) A corporate vertical marketing system combines successive stages of production and distribution under single ownership, with channel leadership established through common ownership.
3) A contractual vertical marketing system consists of independent firms at different levels integrating their programs on a contractual basis to achieve greater efficiencies and sales impact than operating alone. There are three main types: manufacturer-sponsored retailer franchises, manufacturer-sponsored wholesaler franchises, and service-firm-sponsored retailer franchises.
The document discusses consumer decision making and alternative evaluation. It describes 3 types of consumer choice processes: affective choice based on emotions, attitude-based choice using general impressions rather than attributes, and attribute-based choice involving direct attribute comparisons. It also discusses evaluative criteria that consumers use to evaluate alternatives, including determining the criteria, measuring brand performance on criteria, and determining criteria importance. Finally, it outlines several decision rules consumers may use for attribute-based choices like conjunctive, disjunctive, elimination-by-aspects, and lexicographic rules.
The document discusses strategic marketing and innovation strategies. It covers topics like managing innovation as a customer-driven process, new product planning, generating and evaluating new product ideas, developing and testing products, and commercializing successful new products. It also provides examples of how companies like Google effectively generate new ideas and examples of transformational, new category, and incremental innovation.
Chapter 8 (developing a brand equity measurement and management system)Jawad Chaudhry
This document discusses developing a brand equity measurement and management system. It outlines the brand value chain framework which takes a broader perspective than just brand awareness, association, attitude, attachment and activity. The framework examines how marketing investments can create customer mindset changes, lead to market performance impacts, and ultimately shareholder value. It also discusses factors like program quality, marketplace conditions, and investor sentiment that can multiply this value creation at each stage. The document advocates designing brand tracking studies to routinely measure specific issues for a brand over time to provide descriptive and diagnostic information.
International Marketing Channels:
Topic:
Channel Distribution Structures
Distribution Patterns
Middleman Choices
Factors Affecting Choice of Channel
Internet and Logistic
This chapter discusses consumer buyer behavior and the factors that influence it. It introduces a model of consumer behavior that is impacted by marketing stimuli and other forces. It then describes the key characteristics affecting consumer behavior, including cultural, social, personal, and psychological factors. It outlines the major types of buying decision behaviors and stages in the buyer decision process for regular and new products. It concludes with a discussion of international differences in consumer behavior.
This chapter discusses consumer buyer behavior and the factors that influence it. It presents a model of consumer behavior that shows how marketing stimuli interacts with other stimuli to influence consumer behavior. It identifies four major factors - cultural, social, personal and psychological characteristics - that affect consumer behavior. It also describes the different types of buying decision behaviors and the five stages of the buyer decision process for new and existing products: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it discusses differences in consumer behavior across international borders.
This document provides an overview of consumer behavior and the consumer buying decision process. It discusses key concepts such as who consumers and customers are, factors that influence consumer behavior like cultural, social, personal and psychological factors. It also outlines the typical consumer buying decision process from need recognition to post-purchase evaluation. The document examines different types of buying decisions and models of consumer behavior. Finally, it briefly discusses business buyers and the organizational buying process.
This document outlines a model of consumer behavior and discusses factors that influence consumer decisions. It describes the consumer market and defines consumer buyer behavior. There are four main factors that influence consumer decisions: cultural, social, personal, and psychological factors. The model also examines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Understanding consumer behavior is important for marketing to meet consumer needs and wants.
This document provides an overview of a module on consumer behaviour analysis. It includes the aims, learning outcomes, and topics to be covered in the module. The key points are:
- The module aims to examine the psychological, social, and cultural aspects that influence consumer behavior and impact marketing decision making.
- Learning outcomes include being able to define consumer markets, explain factors influencing consumer behavior, and analyze consumer behavior models.
- Topic areas to be covered are factors influencing consumer behavior, the consumer purchase decision process, buying roles/motives/models, and case studies.
- The module seeks to apply consumer behavior theory to practical contexts to help students appreciate the influence of consumer behavior on marketing activities.
This document provides an overview of a module on consumer behaviour analysis. It includes the aims and objectives of the module, which are to examine the psychological, social and cultural aspects that influence consumer behavior and impact marketing decision making. The learning outcomes are defined as understanding consumer markets and behavior models, factors influencing behavior, and analyzing buying roles and motives. The unit topics are outlined and include factors influencing behavior, the consumer purchase decision process, and case studies. Key concepts like the definition of a consumer and influences on behavior like culture, social factors, and personal characteristics are also introduced.
This document discusses consumer buying behavior and decision making. It covers key topics such as factors influencing consumer behavior like cultural, social, personal and psychological factors. It also discusses the buyer decision process, including problem recognition, information search, evaluation of alternatives, purchase decision, purchase, and post-purchase evaluation. Additionally, it covers customer satisfaction and the role of marketing in influencing the consumer buying process.
This document outlines consumer buyer behavior and the consumer decision-making process. It discusses factors that influence consumer behavior like culture, subcultures, social classes, groups and networks, and personal factors. It also examines psychological factors of motivation, perception, learning, beliefs, attitudes, and the consumer decision process of need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation. Finally, it briefly introduces business buyer behavior and the business decision process.
This chapter discusses consumer markets and consumer buyer behavior. It outlines the model of consumer behavior and factors that influence consumer decisions, including cultural, social, personal and psychological characteristics. It also describes the consumer decision-making process of need recognition, information search, evaluation of alternatives, purchase decision and post-purchase evaluation. Finally, it briefly introduces the business buying process.
The document discusses various factors that influence consumer behavior, including internal psychological factors, social factors, cultural factors, economic factors, personal factors, and environmental factors. It provides detailed explanations of each factor and how they shape consumer decisions. Some key internal factors mentioned are motivation, perception, learning, beliefs, attitudes, and personality. Social factors discussed include family, reference groups, roles and status. Cultural influences incorporate culture, subculture and social class.
This document discusses four main factors that affect consumer behavior: cultural factors, social factors, personal factors, and psychological factors. It provides details on the characteristics within each factor, including how culture, subcultures, social class, reference groups, family, roles, age, occupation, economic situation, lifestyle, personality, motivation, perception, learning, beliefs, and attitudes can influence consumer decisions. The document also describes different types of buying decision behaviors.
Lenovo started in 1984 in Beijing, China and became the world's largest PC maker through strategic acquisitions and a focus on understanding customers. Lenovo listens to customers through social media to understand what influences purchases. The chapter discusses models of consumer behavior influenced by cultural, social, personal, and psychological factors. It also outlines the objectives of defining consumer markets, influences on buyer behavior, types of purchase decisions, and new product adoption.
The document summarizes consumer buying behavior and the factors that influence it. It discusses the buyer's decision process in 5 steps: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. It also outlines the characteristics affecting consumer behavior, including cultural, social, personal, and psychological factors. Finally, it shows the adoption process for new products and the influences on the rate of adoption.
consumer markets and consumer buyer behavior.pptDrMoizAkhtar
This document discusses consumer buying behavior and the consumer decision-making process. It identifies key factors that influence consumer behavior such as cultural, social, personal, and psychological characteristics. It also outlines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Finally, it examines differences in the decision process for new products and adoption of innovations across various consumer groups.
The document discusses key factors that influence consumer behavior, including cultural, social, personal, and psychological characteristics. It covers stimulus-response models of consumer behavior and outlines specific factors such as culture, social class, personality, motivation, perception, learning, and beliefs/attitudes that shape how and why consumers make purchasing decisions. It also examines how groups, opinions leaders, and various roles influence individual consumers.
This document discusses consumer behavior and the consumer buying decision process. It outlines that consumer behavior is influenced by cultural, social, and personal factors. The buying decision process involves 5 stages - problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Cultural, social, and personal factors influence each step of the buying process. The stages are initiated by the consumer recognizing a problem and culminate in the consumer evaluating alternatives and making a purchase decision.
This document discusses various internal determinants of consumer behavior including motivation theories, personality theories, and lifestyle factors. It describes Maslow's hierarchy of needs, McClelland's need for achievement theory, and Vroom's expectancy theory to explain consumer motivation. Regarding personality, it discusses Freudian and trait theories, as well as concepts like self-concept, lifestyle, and brand personality. It also defines activities, interests, and opinions (AIO) inventories which are used in psychographic segmentation. Marketers can use knowledge of these internal determinants to segment markets, position products, and develop promotional strategies.
The document discusses factors that influence consumer buyer behavior, including cultural, social, personal, and psychological factors. It outlines models of consumer behavior, such as the 7 O's framework that examines occupants, objects, objectives, organizations, operations, occasions, and outlets. It also summarizes the consumer decision process, which involves need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. Key influences on adoption of new products are also outlined.
Consumer decision making involves a process where consumers identify their needs, gather information about alternatives, evaluate options, and make a purchase decision. This process is influenced by psychological, economic, and environmental factors. There are three main types of consumer buying decisions - routine response behavior for everyday low-involvement purchases, limited decision making for moderate-involvement purchases, and extensive decision making for high-involvement purchases. A consumer's decision making process typically involves need recognition, information search, and leads to a purchase and post-purchase evaluation.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
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Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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Consumer Behaviour.pdf
1. Consumer Markets and
Consumer Buyer
Behavior
A Global Perspective
5
Philip Kotler
Gary Armstrong
Swee Hoon Ang
Siew Meng Leong
Chin Tiong Tan
Oliver Yau Hon-Ming
5-1
2. 5-2
Learning Objectives
After studying this chapter, you should be able to:
1. Define the consumer market and construct a simple model
of consumer buyer behavior
2. Name the four major factors that influence consumer buyer
behavior
3. List and understand the major types of buying decision
behavior and the stages in the buyer decision process
4. Describe the adoption and diffusion process for new
products
3. 5-3
Chapter Outline
1. Model of Consumer Behavior
2. Characteristics Affecting Consumer Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
5. The Buyer Decision Process for New Products
6. Consumer Behavior Across International Borders
4. 5-4
• Consumer buyer behavior refers to the buying
behavior of final consumers—individuals and
households who buy goods and services for
personal consumption.
• Consumer market refers to all of the personal
consumption of final consumers.
Model of Consumer Behavior
5. 5-5
Marketing stimuli consists of
the 4 Ps
• Product
• Price
• Place
• Promotion
Other stimuli include:
• Economic forces
• Technological forces
• Political forces
• Cultural forces
Model of Consumer Behavior
8. 5-8
Cultural Factors
• Buyer’s culture
• Buyer’s subculture
• Buyer’s social class
Social Factors
• Reference groups
• Family
• Roles and status
Characteristics Affecting Consumer Behavior
9. 5-9
Personal Factors
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and self-
concept
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
Characteristics Affecting Consumer Behavior
10. 5-10
Culture is the learned values,
perceptions, wants, and
behavior from family and
other important institutions.
Characteristics Affecting Consumer Behavior
11. 5-11
Subcultures are groups of people within a culture
with shared value systems based on common life
experiences and situations.
• Chinese
• Indians
• Malays
• Eurasians
Characteristics Affecting Consumer Behavior
12. 5-12
• Social classes are society’s relatively permanent
and ordered divisions whose members share
similar values, interests, and behaviors.
• Measured by a combination of occupation, income,
education, wealth, and other variables
Characteristics Affecting Consumer Behavior
14. 5-14
Social Factors
Groups
• Membership groups have a direct influence and to which a
person belongs.
• Aspirational groups are groups to which an individual wishes
to belong.
• Reference groups are groups that form a comparison or
reference in forming attitudes or behavior.
Characteristics Affecting Consumer Behavior
15. 5-15
Characteristics Affecting Consumer Behavior
Social Factors
Groups
• Opinion leaders are people within a reference group with
special skills, knowledge, personality, or other characteristics
that can exert social influence on others.
• Buzz marketing enlists opinion leaders to spread the word.
• Social networking is a new form of buzz marketing
• MySpace.com
• Facebook.com
16. 5-16
Characteristics Affecting Consumer Behavior
Social Factors
• Family is the most important consumer-buying
organization in society.
• Social roles and status are the groups, family, clubs, and
organizations to which a person belongs that can define
role and social status.
17. 5-17
Characteristics Affecting Consumer Behavior
Personal Factors
• Personal characteristics
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and self-concept
18. 5-18
Characteristics Affecting Consumer Behavior
Personal Factors
Age and life-cycle stage
• RBC (Royal Bank of Canada) Royal Bank has
identified five life-stage segments:
• Youth—younger than 18 years
• Getting started—18-35 years
• Builders—35-50 years
• Accumulators—50-60 years
• Preservers—over 60 years
19. 5-19
Characteristics Affecting Consumer Behavior
Personal Factors
• Occupation affects the goods and services bought by
consumers.
• Economic situation includes trends in:
• Personal income
• Savings
• Interest rates
20. 5-20
Characteristics Affecting Consumer Behavior
Personal Factors
• Lifestyle is a person’s pattern of living as expressed in his
or her psychographics.
• Measures a consumer’s AIOs (activities, interests, and
opinions) to capture information about a person’s
pattern of acting and interacting in the environment.
21. 5-21
Characteristics Affecting Consumer Behavior
Personal Factors
SRI Consulting’s Values and Lifestyle (VALS) typology:
• Classifies people according to how they spend money
and time:
• Primary motivations
• Resources
25. 5-25
Characteristics Affecting Consumer Behavior
Personal Factors
Personality and Self-Concept
• Personality refers to the unique psychological
characteristics that lead to consistent and lasting
responses to the consumer’s environment.
26. 5-26
Personal Factors
Personality and Self-Concept
Brand personality refers to the specific mix of human traits that
may be attributed to a particular brand:
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness
Characteristics Affecting Consumer Behavior
27. 5-27
Characteristics Affecting Consumer Behavior
Personal Factors
Personality and Self-Concept
• Self-concept refers to people’s
possessions that contribute to and
reflect their identities.
29. 5-29
Characteristics Affecting Consumer Behavior
Psychological Factors
Motivation
• A motive is a need that is sufficiently pressing to direct the
person to seek satisfaction.
• Motivation research refers to qualitative research designed
to probe consumers’ hidden, subconscious motivations.
30. 5-30
Characteristics Affecting Consumer Behavior
Psychological Factors
Abraham Maslow’s Hierarchy of
Needs
• People are driven by particular
needs at particular times.
• Human needs are arranged in a
hierarchy from most
pressing to least pressing.
31. 5-31
Characteristics Affecting Consumer Behavior
Psychological Factors
• Perception is the process by which people select, organize,
and interpret information to form a meaningful picture of the
world from three perceptual processes:
• Selective attention
• Selective distortion
• Selective retention
32. 5-32
Characteristics Affecting Consumer Behavior
Psychological Factors
• Selective attention is the tendency for people to screen
out most of the information to which they are exposed.
• Selective distortion is the tendency for people to
interpret information in a way that will support what
they already believe.
• Selective retention is the tendency to remember good
points made about a brand they favor and to forget
good points about competing brands.
33. 5-33
Characteristics Affecting Consumer Behavior
Psychological Factors
• Learning is the changes in an individual’s behavior arising
from experience and occurs through interplay of:
• Drives
• Stimuli
• Cues
• Responses
• Reinforcement
34. 5-34
Characteristics Affecting Consumer Behavior
Psychological Factors
Beliefs and Attitudes
• Belief is a descriptive thought that a person has about
something based on:
• Knowledge
• Opinion
• Faith
35. 5-35
Psychological Factors
Beliefs and Attitudes
Attitudes describe a person’s relatively consistent
evaluations, feelings, and tendencies toward an object
or idea.
Characteristics Affecting Consumer Behavior
37. 5-37
Types of Buying Decision Behavior
Complex Buying Behavior
• Occurs when consumers are highly motivated in a purchase
and perceive significant differences among brands.
• Purchasers are highly motivated when:
• Product is expensive
• Product is risky
• Product is purchased infrequently
• Product is highly self-expressive
38. 5-38
Types of Buying Decision Behavior
• Dissonance-reducing buying behavior occurs when
consumers are highly involved with an expensive,
infrequent, or risky purchase, but see little difference
among brands.
• Post-purchase dissonance occurs when the consumer
notices certain disadvantages of the product purchased or
hears favorable things about a product not purchased.
39. 5-39
Types of Buying Decision Behavior
• Habitual buying behavior occurs when consumers have
low involvement and there is little significant brand
difference.
• Variety-seeking buying behavior occurs when
consumers have low involvement and there are
significant brand differences.
40. 5-40
The Buyer Decision Process
Five stages in the buyer decision process
1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior
41. 5-41
The Buyer Decision Process
Need Recognition
• Need recognition occurs when the buyer recognizes
a problem or need triggered by:
• Internal stimuli
• External stimuli
42. 5-42
The Buyer Decision Process
Information Search
Information search is the amount of information needed
in the buying process and depends on:
• The strength of the drive,
• The amount of information you start with,
• The ease of obtaining the information,
• The value placed on the additional information, and
• The satisfaction from searching.
43. 5-43
The Buyer Decision Process
Information Search
Sources of information:
• Personal sources—family and friends
• Commercial sources—advertising, Internet
• Public sources—mass media, consumer
organizations
• Experiential sources—handling, examining, using
the product
45. 5-45
The Buyer Decision Process
Evaluation of Alternatives
Evaluation of alternatives is how the consumer
processes information to arrive at brand choices.
46. 5-46
The Buyer Decision Process
Purchase Decision
• The purchase decision is the act by the consumer to
buy the most preferred brand.
• The purchase decision can be affected by:
• Attitudes of others
• Unexpected situational factors
47. 5-47
The Buyer Decision Process
Post-Purchase Decision
• The post-purchase decision is the satisfaction or
dissatisfaction the consumer feels about the
purchase.
• Relationship between:
• Consumer’s expectations
• Product’s perceived performance
48. 5-48
The Buyer Decision Process
Post-Purchase Decision
• The larger the gap between expectation and
performance, the greater the consumer’s
dissatisfaction.
• Cognitive dissonance is the discomfort caused by a
post-purchase conflict
49. 5-49
The Buyer Decision Process
Post-Purchase Decision
• Customer satisfaction is a key to building profitable
relationships with consumers—to keeping and
growing consumers and reaping their customer
lifetime value.
50. 5-50
The Buyer Decision Process for
New Products
• New product is a good, service, or idea that is
perceived by some potential customers as new.
• Adoption process is the mental process an
individual goes through from first learning about an
innovation to final regular use.
51. 5-51
The Buyer Decision Process for
New Products
Stages in the Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
52. 5-52
The Buyer Decision Process for
New Products
Stages in the Adoption Process
• Awareness is when the consumer becomes aware
of the new product but lacks information.
• Interest is when the consumer seeks information
about the new product.
53. 5-53
The Buyer Decision Process for
New Products
Stages in the Adoption Process
• Evaluation is when the consumer considers
whether trying the new product makes sense.
• Trial is when the consumer tries the new product
to improve his or her estimate of value.
• Adoption is when the consumer decides to make
full and regular use of the product
54. 5-54
The Buyer Decision Process for
New Products
Individual Differences in Innovation
• Early adopters are opinion leaders and adopt new ideas
early but cautiously.
• Early majority are deliberate and adopt new ideas before
the average person.
• Late majority are skeptical and adopt new ideas only after
the majority of people have tried it.
• Laggards are suspicious of changes and adopt new ideas
only when they become tradition.
56. 5-56
The Buyer Decision Process for
New Products
Influence of Product Characteristics on Rate of
Adoption
• Relative advantage is the degree to which an
innovation appears to be superior to existing products.
• Compatibility is the degree to which an innovation fits
the values and experiences of potential consumers.
57. 5-57
The Buyer Decision Process for
New Products
Influence of Product Characteristics on Rate of
Adoption
• Complexity is the degree to which the innovation is
difficult to understand or use.
• Divisibility is the degree to which the innovation may
be tried on a limited basis.
58. 5-58
Consumer Behavior Across International
Borders
• Differences can include:
• Values
• Attitudes
• Behaviors
• The question for marketers is whether to adapt or
standardize the marketing.