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ConsumerMarketsandConsumerBuyerBehavior Chapter5 5 1 LearningGoals LearntheconsumermarketandconstructmodelofconsumerbuyerbehaviorKnowthefourfactorsthatinfluencebuyerbehaviorUnderstandthetypesofbuyingdecisionbehaviorandstagesintheprocessComprehendtheadoptionanddiffusionprocessfornewproducts 5 2 CaseStudyHarleyDavidson BuildingSuccessUnderstandingthecustomers emotionsandmotivationDeterminingthefactorsofloyaltyTranslatingthisinformationtoeffectiveadvertising MeasuringSuccessCurrently22 ofallU S bikesalesDemandabovesupplySalesdoubledinthepast5yearswithearningstripled 5 3 Definitions Consumerbuyerbehaviorreferstothebuyingbehavioroffinalconsumers individualsandhouseholdswhobuygoodsandservicesforpersonalconsumptionAllofthesefinalconsumerscombinetomakeuptheconsumermarket Goal1 Learntheconsumermarket constructmodelofbuyerbehavior 5 4 Stimulus ResponseModelofConsumerBehavior Stimuli4P sOthercharacteristicseconomictechnologicalpoliticalcultural BuyerResponseProductchoiceBrandchoiceDealerchoicePurchasetimingPurchaseamount Buyer sBlackBoxBuyercharacteristicsBuyerdecisionprocess Goal1 Learntheconsumermarket constructmodelofbuyerbehavior 5 5 CharacteristicsAffectingConsumerBehavior CultureFormsaperson swantsandbehaviorSubcultureGroupswithsharedvaluesystemsSocialClassSociety sdivisionswhosharevalues interestsandbehaviors CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 6 CharacteristicsAffectingConsumerBehavior GroupsMembershipReferenceAspirationalOpinionLeadersBuzzmarketingFamilyManyinfluencersRolesandStatus CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 7 CharacteristicsAffectingConsumerBehavior AgeandlifecycleOccupationEconomicsituationLifestyleActivities interestsandopinionsLifestylesegmentationPersonalityandself concept CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 8 BrandPersonalityDimensions CharacteristicsAffectingConsumerBehavior SincerityRuggedness ExcitementCompetence Sophistication Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 9 CharacteristicsAffectingConsumerBehavior MotivationPerceptionLearningBeliefsandattitudes CulturalSocialPersonalPsychological KeyFactors Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 10 PsychologicalFactorsMotivation AmotiveisaneedthatissufficientlypressingtodirectthepersontoseeksatisfactionMotivationresearchisbasedonFreud LooksforhiddenandsubconsciousmotivationMasloworderedneedsbasedonhowpressingtheyaretotheconsumer Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 11 PsychologicalFactorsPerception Perceptionistheprocessbywhichpeopleselect organize andinterpretinformationPerceptionIncludes SelectiveattentionConsumersscreenoutinformationSelectivedistortionPeopleinterprettosupportbeliefsSelectiveretentionPeopleretainpointstosupportattitudes Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 12 PsychologicalFactorsLearning Learningdescribeschangesinanindividual sbehaviorarisingfromexperienceLearningoccursthrough DrivesInternalstimulusthatcallsforactionStimuliObjectsthatmovedrivetomotiveCuesMinorstimulithataffectresponseReinforcementFeedbackonaction Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 13 PsychologicalFactorsBeliefsandAttitudes Beliefadescriptivethoughtaboutabrandorservicemaybebasedonrealknowledge opinion orfaithAttitudedescribesaperson sevaluations feelingsandtendenciestowardanobjectorideaTheyaredifficulttochange Goal2 Knowthefourfactorsthatinfluenceconsumerbuyingbehavior 5 14 TypesofBuyingDecisionBehavior ComplexHighlyinvolved significantbranddifferencesExample computerDissonance reducingHighlyinvolved littlebranddifferencesExample carpetingHabitualLowinvolvement littlebranddifferencesExample saltVariety seekingLowinvolvement significantperceivedbranddifferencesExample cookies Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 15 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Needscanbetriggeredby InternalstimuliNormalneedsbecomestrongenoughtodrivebehaviorExternalstimuliAdvertisementsFriendsoffriends ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 16 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Consumersexhibitheightenedattentionoractivelysearchforinformation Sourcesofinformation PersonalCommercialPublicExperientialWord of mouth ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 17 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Evaluationproceduredependsontheconsumerandthebuyingsituation Mostbuyersevaluatemultipleattributes eachofwhichisweighteddifferently Attheendoftheevaluationstage purchaseintentionsareformed ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 18 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Twofactorsintercedebetweenpurchaseintentionsandtheactualdecision AttitudesofothersUnexpectedsituationalfactors ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 19 TheBuyerDecisionProcess NeedrecognitionInformationsearchEvaluationofalternativesPurchasedecisionPostpurchasebehavior Satisfactionisimportant Delightedconsumersengageinpositiveword of mouth Unhappycustomerstellonaverage11otherpeople Itcostsmoretoattractanewcustomerthanitdoestoretainanexistingcustomer Cognitivedissonanceiscommon ProcessStages Goal3 Understandtypesofbuyingdecisionsandstagesintheprocess 5 20 BuyerDecisionProcessforNewProducts NewProductsGood serviceorideathatisperceivedbycustomersasnew StagesintheAdoptionProcessMarketersshouldhelpconsumersmovethroughthesestages Goal4 Comprehendthediffusion adoptionprocessfornewproducts 5 21 StagesintheAdoptionProcess BuyerDecisionProcessforNewProducts AwarenessEvaluation InterestTrial Adoption Goal4 Comprehendthediffusion adoptionprocessfornewproducts 5 22 BuyerDecisionProcessforNewProducts IndividualDifferencesinInnovativenessConsumerscanbeclassifiedintofiveadoptercategories eachofwhichbehavesdifferentlyt
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