Professional Documents
Culture Documents
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Chapter 3
Chapter Goals
3.1 Importance of understanding of consumer behavior 3.2 Consumer buying behavior 3.3 Consumer decision making process 3.4 Types of consumer buying decisions 3.5 Factor influencing consumer buying decisions
4-3 McGraw-Hill/Irwin
Copyright 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
HOW individual make decision to SPEND their avaiable resources (money, time, effort) on the consumption of goods and services. It includes the study of WHAT, WHY, HOW, WHEN and from WHOM they buy a product or a service An analysis of consumers buying behavior can help markets produce and market products successfully because it FULFILS CONSUMER WANTS just the way they want and like it.
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Customer Orientation
Relationships Customer Relationship Management (CRM)
Buy goods and services for their own personal or household use
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Geographic Distribution
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Consumer Demographics
Age Family Life Cycle Education, Income
Much Income and financial assets held by older group Family form over time is a major determinant of consumer behavior Majority are well-educated and prosperous while 12% live below poverty
Race, Ethnicity
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Young Married Full Nest I Single Parents Divorced and Alone Middle-aged Married Full Nest II
Empty Nest
Older Single
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Consumer behavior can be defined as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products, services and ideas which they expect will satisfy their needs and wants.
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Evaluation of alternatives
Purchase and related decisions Postpurchase behavior
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Loyalty
Involvement Impulse Buying
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EXAMPLE: a buyer may want to buy a VCD player, but does not know which brand to buy. This type of decision-making requires a MODERATE AMOUNT of time for information gathering and deliberation.
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1. CULTURAL
Culture Subcultures
Social class
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Cont Culture
Culture may be defined as the set of basic values, perceptions, wants and behaviors learned by a member of society from family and other important institutions. (Kotler 1996) Much of human behavior is culturally DETERMINED. As marketers, we must be aware of the cultural influences on the buying of product and services and the changes on culture that have significant marketing. EXAMPLE: restaurant owners in Malaysia would be more successful in selling a HALAL FOOD suitable for all races that just be one race only.
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Cont Sub-Culture
Each culture contains SMALLER GROUPS or SUBCULTURE that are based upon such factors as race, nationality, religions, geographic locations, urban-rural distribution and ect. A sub-culture is a HOMOGENEOUS GROUP of people who SHARE ELEMENTS OF THE OVERALL CULTURE as well as UNIQUE ELEMENTS of their own group Lamb 2002. Marketers needs to understand that a sub-culture tend to affect individuals attitudes and behaviors in their buying behaviors. They may be careful and sensitive in what they buy.
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Social class is DETERMINED by various factors which include income, education, occupation, wealth and age. There are commonly 3 levels of social class, comprise of the UPPER CLASS, MIDDLE CLASS & LOWER CLASS
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2. SOCIAL
Reference groups
Families
Opinion Leader
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1. Exposing him/her to new behavior and life style 2. Influence a persons attitude and self-concept 3. Increasing brand awareness and reduced perceived risks.
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Cont Family
The members of the family assume specific roles and tasks in their everyday marketing activity. Role in the decision process played among the family member include: 1. Initiator 2. Influencer 3. Decision maker 4. Puchaser 5. Consumer
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Cont Family
INITIATOR the one to SUGGEST or INITIATE the idea to buy a product. Eg. The eldest brother may recommend the family to get a an i-Phone for their grand mothers birdthday. INFLUENCER any family member whose opinion is seek and valued e.g the parent will support and check to ensure it is relevant and purchase within the price range DECISION MAKER the person who actually make the decision whether to buy or not to buy. Eg. Sibiling may be the one who will decide whether the family is getting the right model and friendly user. The father may help them in choosing the most suitable model. PURCHSER the one who pays for the product. Eg. the sibling collect and contribute cash to buy the product CONSUMER the one who uses the product. In this case their grand mother.
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Marketers may use movie stars, sports figures and other celebriters to promote products with the intention of attracting customers to use the product.
Example: Datuk Lee Chung Wei appear in 100 Plus advertisement.
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3. INDIVIDUAL
Gender
Age &
Family Life Cycle Stage
Personality
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Cont Gender
Women and men have different SETS OF NEEDS and WANTS. WOMEN are known to ENJOY SHOPPING and SPEND MORE TIME in browsing through before making their purchases MEN only go shopping WHEN NECESSARY and DOES SIMPLE SHOPPING in CONVENIENT PLACE where it is easy to get most of the tings they want. As such shopping through the INTERNET will APPEAL more to MEN than women. Knowing this characteristics enable marketers to target each group better.
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Those above 40 years of age may need to take milk high in CALCIUM and PROTEIN CONTENT.
Understanding of different AGES REQUIREMENTS for products, marketers would have to offer varieties of products for people in different age groups.
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Personality
An individuals pattern of traits that influence behavioral responses Psychoanalytic Theory
Hidden buying motives Dreams, hopes, fantasies, fears
Self-concept
Actual Ideal
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They may be more health conscious and consume healthy food and buy more health care products. All these characteristics make it possible for marketers to tune in to their marketing efforts to cater for all these differing needs.
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4. PSYCHOLOGICAL
Motivation Perception Learning Personality Attitude
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Cont Motivation
Is the internal energizing forces that direct a persons behavior towards a goal. Maslows theory of motivation states that a person has a hierarchy of needs to satisfy. The lower order needs must be satisfied 1st followed by higher level needs. People will usually buy or obtain a product to satisfy a need. Eg. When one feels hungry, he will buy whatever convenient food available to fill up his hungry stomact. This action is fulfilling the basic human physiological needs. Eg. Fulfilling human basic need is renting an apartment to live confortably when 1 just got a job. But as that individual obtain a better job, and is successful in managing his / her life, 10 years later, he / she may buy a BUNGLOW house and BUY a MERCEDESE COMPRESSOR to satisfy his / her self esteem being more concious of his IMAGE and STATUS
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Perception
Process of receiving, organizing, and assigning meaning to information or stimuli detected by our five senses
Selective Perception
Selective Attention
Selective Distortion
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Selective Retention
Cont Perception
Perception is the process by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world. Kotler (1996) Eg. If customers believe that JAPANESE CARS like Toyota is of EXCELLENT QUALITY, marketers must constantly protray this image in their advetising and sales information In fact, SONY has been able to CONVINCE CONSUMERS around the world about its quality ELECTRICAL PRODUCTS. Their product are of the best quality and extensive promotions did the job, especially ADVERTISEMENTS and PERSONAL SELLING.
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Cont Learning Is a change in an individuals behavior that arises from prior experience in similar situations. People also LEARN TO GENERALIZE and DISCRIMINATE after buying a particular brand. Eg. If a customer bought a PANASONIC refrigerator and TV set and found the experience in using it REWARDING, the next time he / she needs to buy new TV set, he / she will probably buy a PANASONIC brand too.
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Attitudes
Learned predisposition to respond to an object in a consistently favorable or unfavorable way Characteristics
Learned Object Direction Intensity Stable Generalizable
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EXTRA INFORMATION
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Situational Factors
When consumers buy
Where consumers buy Why consumers buy Conditions under which consumers buy
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Situational
Surroundings Time
Terms
Business Market
Individuals and organizations that buy goods and services to
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Reseller Agricultural
Services
Government
International
Nonbusiness
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Inelastic Demand
Fluctuating Demand
Well-informed market
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Manufacturing
Mining
Agricultural
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Construction
Concentrating purchases
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Buying Motives
Needs that direct the purchasing behavior of business users Personal Goals
protect or further ones position
Organizational Goals
further companys position
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Buyer
Gatekeeper
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Buyer-Seller Relationships
Customer Relationship Management
Relationship Marketing
Long-term
VALUE CHAIN
LOYALTY
Cost Effective
Trust
Selected Customer
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Buying Practices
Direct Purchase Frequency of Purchase Size of Order Reciprocity Agreements Service Expectation Dependability of Supply Leasing
Length of Negotiation
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Electronic Commerce
Interactions and transactions over the Internet Commodity sales
Reverse auctions
Electronic bulletin boards
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