This document outlines a chapter on consumer markets and consumer buyer behavior from a marketing textbook. It introduces a model of consumer buyer behavior and discusses the key factors that influence consumer behavior, including culture, subcultures, social factors, personal factors, and psychological factors. It also examines the four types of buying decision behavior, the stages in the buyer decision process, and the adoption of new product innovations.

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2005
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Consumer Markets and
Consumer Buyer Behaviour
•Chapter 7
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition

2. Copyright
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2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.2
Learning Objectives
• After studying this chapter, you should be able to:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products

3. Copyright
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2005
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Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.3
Model of Buyer Behaviour
• Consumer buying behaviour:
– Buying behaviour of final consumers
– Purchase goods and services for personal consumption
• Consumer market:
– All individuals and households
– Buy or acquire goods and services for consumption
Figure 7.1

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2005
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Principles of Marketing, Sixth Canadian Edition
7.4
Factors Influencing Consumer Behaviour
• Culture:
– Basic values, perceptions, wants and behaviours
– Learned from family and important institutions
• Subculture:
– Group of people with shared value systems
– Based on common life experiences and situations
Figure 7.2

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2005
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Principles of Marketing, Sixth Canadian Edition
7.5
Factors Influencing Consumer Behaviour
• Canadian subcultures of interest:
– Native Canadians
– Ethnic groups
– French Canadian
• Social class
Figure 7.2

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Principles of Marketing, Sixth Canadian Edition
7.6
Factors Influencing Consumer Behaviour
• Social factors:
– Groups: reference, membership, and aspirational groups
– Opinion leader
– Family
– Roles and Status
Figure 7.2

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2005
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Principles of Marketing, Sixth Canadian Edition
7.7
Factors Influencing Consumer Behaviour
• Personal factors:
– Family life cycle
– Occupation
– Economic situation
– Lifestyle: activities, interests, and opinions (AIO’s)
– Personality and self-concept: brand personality
Figure 7.2

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Principles of Marketing, Sixth Canadian Edition
7.8
Factors Influencing Consumer Behaviour
• Psychological factors:
– Motivation: needs and motives, Maslow’s Hierarchy of Needs
– Perception: selective attention, distortion, and retention
– Learning: drives, stimuli, cues, responses, and reinforcement
– Beliefs and attitudes
Figure 7.2

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Principles of Marketing, Sixth Canadian Edition
7.9
Four Types of Buying Decision Behaviour
• Based on:
– Degree of involvement
– Degree of perceived differences between brands
– Influences promotional
strategies Figure 7.5

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Principles of Marketing, Sixth Canadian Edition
7.10
The Buyer Decision Process
• Need recognition:
– Triggered by internal or external stimuli
– Must reach an intensity high enough to become a drive
• Information search:
– Memory (internal) search
– External search: personal, commercial, public, experiential
sources of information
– Word-of-mouth sources are most influential
Figure 7.6

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Principles of Marketing, Sixth Canadian Edition
7.11
The Buyer Decision Process
• Evaluation of alternatives:
– The process of evaluating information to make a decision
– Attributes and importance weights are chosen
– Alternatives compared against the criteria
• Purchase decision:
– Attitudes of others and unexpected situational factors
– May come between purchase intention and decision
Figure 7.6

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Principles of Marketing, Sixth Canadian Edition
7.12
The Buyer Decision Process
• Postpurchase behaviour:
– Relationship between consumer expectation and perceived
performance
– Cognitive dissonance
– Customer satisfaction is key to customer loyalty
Figure 7.6

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Principles of Marketing, Sixth Canadian Edition
7.13
Adoption of New Product Innovations
• Stages in the adoption process:
– Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of adoption:
– Relative advantage
– Compatibility
– Complexity
– Divisibility
– Communicability
Figure 7.7

14. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.14
In Conclusion…
• The learning objectives for this chapter were:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products