FonIT-ConsumerMarketsandConsumerBuyerBehavior

1、Consumer Markets and Consumer Buyer BehaviorChapter 60DefinitionsConsumer Buying BehaviorBuying behavior of individuals and households that buy products for personal consumption.Consumer MarketAll individuals/households who buy products for personal consumption.1Stimulus Response ModelMarketing and

2、other stimuli enter the buyers “black box” and produce certain choice/purchase responses.Marketers must figure out what is inside of the buyers “black box” and how stimuli are changed to responses.Model of Consumer Behavior2Characteristics Affecting Consumer Behavior Cultural Social Personal Psychol

3、ogicalCultureSubcultures in AsiaRacialReligiousRegionalSocial ClassKey Factors 3Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalGroupsMembershipReference Aspirational groupsOpinion leaders Buzz marketingFamilyChanging roles of H-WChildren can influenceRoles and Stat

4、usKey Factors 4Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalAge and life cycleOccupationEconomic situationUrbanization in AsiaLifestyleActivities, interests, and opinionsLifestyle segmentationPersonality and self-conceptBrand personalityKey Factors 5Brand Persona

5、lity DimensionsCharacteristics Affecting Consumer BehaviorSincerityRuggednessExcitementCompetenceSophistication6Characteristics Affecting Consumer Behavior Cultural Social Personal PsychologicalMotivationNeeds provide motives for consumer behaviorMotivation researchMaslows hierarchy of needsPercepti

6、onSelective attention, selective distortion, selective retentionLearningDrives, stimuli, cues, responses and reinforcementBeliefs and attitudesKey Factors 7Maslows Hierarchy of NeedsCharacteristics Affecting Consumer BehaviorSelf-actualizationEsteem NeedsSocial NeedsSafety NeedsPhysiological Needs8T

7、ypes of Buying-Decision BehaviorDifference between brandsSignificantDifferencesComplex buying behaviorLowFewDifferencesDissonance-reducing buying behaviorHabitual buying behaviorVariety-seeking buying behaviorHighInvolvement Level9Five Stages:Need recognitionInformation searchEvaluation of alternati

8、vesPurchase decisionPostpurchase behaviorThe Buyer Decision Process10The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorNeeds can be triggered by:Internal stimuliNormal needs become strong enough to drive behaviorExternal stimu

9、liAdvertisementsFriends of friendsProcess Stages 11The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorConsumers exhibit heightened attention or actively search for information.Sources of information:PersonalCommercialPublicExpe

10、rientialWord-of-mouthProcess Stages 12The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorEvaluation procedure depends on the consumer and the buying situation.Most buyers evaluate multiple attributes, each of which is weighted

11、differently.At the end of the evaluation stage, purchase intentions are formed.Process Stages 13The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorTwo factors intercede between purchase intentions and the actual decision:Attitu

12、des of othersUnexpected situational factorsProcess Stages 14The Buyer Decision ProcessNeed recognitionInformation searchEvaluation of alternativesPurchase decisionPostpurchase behaviorSatisfaction is important:Delighted consumers engage in positive word-of-mouth.Unhappy customers tell on average 11

13、other people.It costs more to attract a new customer than it does to retain an existing customer.Cognitive dissonance is commonProcess Stages 15Buyer Decision Process for New ProductsNew ProductsGood, service or idea that is perceived by customers as new.Stages in the Adoption ProcessMarketers shoul

14、d help consumers move through these stages.16Stages in the Adoption ProcessBuyer Decision Process for New ProductsAwarenessEvaluationInterestTrialAdoption17Buyer Decision Process for New ProductsIndividual Differences in InnovativenessConsumers can be classified into five adopter categories, each of

15、 which behaves differently toward new products.Product Characteristics and AdoptionFive product characteristics influence the adoption rate.18Adopter CategoriesBuyer Decision Process for New ProductsInnovatorsEarly MajorityEarly AdoptersLate MajorityLaggards19Product CharacteristicsBuyer Decision Process for New ProductsRelative AdvantageCompatibilityComplexityDivisibilityCommunicability20Buyer Decision Process for New ProductsInternational Consumer BehaviorValues, atti