Marketing Management, 13th ed
6
LEARNING OBJECTIVES
 After reading this chapter, students should:
 Know how consumer characteristics influence buying
be...
Consumer Buyer Behavior
&
Consumer Market
Consumer Buyer Behavior
 The buying behavior of final consumers—individuals and...
Model of Consumer Behavior
Marketing and other stimuli
Marketing Other
Product Economic
Price Technological
Place Politica...
What do we need to study to understand
the black box?
 Characteristics affecting Buyer Behavior
 Types of Buying Behavio...
Characteristics/Factors Affecting
Consumer Behavior
Cultural
Culture
Subculture
Social Class
Social
Reference groups
Famil...
Types of Buying Decision Behaviors
 Complex Buying behavior.
 Dissonance – Reducing Buying Behavior
 Habitual Buying Be...
Complex Buying
behavior
Variety seeking
Buying
behavior
Dissonance reducing
Buying behavior
Habitual
Buying
behavior
High ...
Figure 6.4 Consumer Buying Process
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavi...
Buyer decision process for new
products
 New products:
A good , service , or idea that is perceived by
some potential cus...
 Stages o adoption process:
 Awareness
 Interest
 Evaluation
 Trial
 Adoption
Consumer
Behavior
Cultural Social
•Age &
Lifecycle
•Occupation
•Economic
•situation
•Lifestyle
•Personality
self concept
•...
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Analyzing Consumer Markets

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After reading this chapter, students should:
Know how consumer characteristics influence buying behavior
Know what major psychological processes influence consumer responses to the marketing program
Know how consumers make purchasing decisions
Know how marketers analyze consumer decision making

Analyzing Consumer Markets

  1. 1. Marketing Management, 13th ed 6
  2. 2. LEARNING OBJECTIVES  After reading this chapter, students should:  Know how consumer characteristics influence buying behavior  Know what major psychological processes influence consumer responses to the marketing program  Know how consumers make purchasing decisions  Know how marketers analyze consumer decision making
  3. 3. Consumer Buyer Behavior & Consumer Market Consumer Buyer Behavior  The buying behavior of final consumers—individuals and households who buy goods and services for personal consumption. Consumer Market  All the individuals and households who buy goods and services for personal consumption.
  4. 4. Model of Consumer Behavior Marketing and other stimuli Marketing Other Product Economic Price Technological Place Political Promotion Cultural Buyer’s Black Box Buyer Buyer Characteristics decision process Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount
  5. 5. What do we need to study to understand the black box?  Characteristics affecting Buyer Behavior  Types of Buying Behavior  Buyer Decision process
  6. 6. Characteristics/Factors Affecting Consumer Behavior Cultural Culture Subculture Social Class Social Reference groups Family Roles and Status Personal Age & Lifecycle Occupation Economic situation Lifestyle Personality And self-concept Psychological Motivation Perception Learning Beliefs & Attitudes Buyer
  7. 7. Types of Buying Decision Behaviors  Complex Buying behavior.  Dissonance – Reducing Buying Behavior  Habitual Buying Behavior.  Variety-seeking Buying Behavior.
  8. 8. Complex Buying behavior Variety seeking Buying behavior Dissonance reducing Buying behavior Habitual Buying behavior High Involvement low involvement Significantdifferences betweenbrands Fewdifferences betweenbrands
  9. 9. Figure 6.4 Consumer Buying Process Problem Recognition Information Search Evaluation Purchase Decision Postpurchase Behavior
  10. 10. Buyer decision process for new products  New products: A good , service , or idea that is perceived by some potential customers as new: Adoption process: The mental process through which an individual passes from first hearing about an innovation to final adoption
  11. 11.  Stages o adoption process:  Awareness  Interest  Evaluation  Trial  Adoption
  12. 12. Consumer Behavior Cultural Social •Age & Lifecycle •Occupation •Economic •situation •Lifestyle •Personality self concept •Motivation •Maslow’s Hierarchy of Needs •Perception •Learning •Beliefs & •Attitudes Culture Subculture Social Class Nationalities Religions Racial groups Geographic regions Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Reference groups •Membership groups •Primary groups •Secondary groups •Aspiration groups •Dissociative groups Family •Family of Orientation •Family of Procreation Roles and Status Personal Psychologic al Types of Buying Decision Behaviors •Complex Buying behavior. •Dissonance – Reducing Buying Behavior •Habitual Buying Behavior. •Variety-seeking Buying Behavior. •Problem Recognition •Information Search •Personal •Public •Experiential •Commercial •Evaluation •Purchase Decision •Post purchase Behavior Consumer Buying Process

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