Professional Documents
Culture Documents
5--2
1. Model of Consumer Behavior
2. Characteristics Affecting Consumer
Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
5. The Buyer Decision Process for New
Products
6. Consumer Behavior Across
International Borders
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Consumer buyer behavior refers to the
buying behavior of final consumers—
individuals and households who buy
goods and services for personal
consumption
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4P’s and other
stimuli, economic, MARKETING AND
Technology etc OTHER STIMULI
Buyer characteristics,
Buyer decision
BUYER’S BLACK
Process
BOX
Product choice
Brand choice
Dealer choice
Purchase timing/amount BUYER RESPONSES
Marketing stimuli Other stimuli
consists of the 4 Ps include:
• Product • Economic forces
• Price • Technological
• Place forces
• Promotion • Political forces
• Cultural forces
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• Cultural Factors • Social Factors
• Buyer’s culture • Reference groups
• Buyer’s subculture • Family
• Buyer’s social class • Roles and status
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• Personal Factors • Psychological
• Age and life-cycle Factors
stage • Motivation
• Occupation • Perception
• Economic situation • Learning
• Lifestyle • Beliefs and
• Personality and self- attitudes
concept
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Culture is the learned values,
perceptions, wants, and
behavior from family and other
important institutions
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Subculture are groups of people within a
culture with shared value systems based
on common life experiences and
situations
• Hispanic
• African American
• Asian
• Mature consumers
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Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values,
interests, and behaviors
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The major social classes
• Upper class
• Middle class
• Working class
• Lower class
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Social Factors
Groups
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Social Factors
Groups
Opinion leaders are people within a reference
group with special skills, knowledge, personality,
or other characteristics that can exert social
influence on others
• Buzz marketing enlists opinion leaders to spread
the word
• Social networking is a new form of buzz
marketing
• MySpace.com
• Facebook.com
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Social Factors
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Personal Factors
• Personal characteristics
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and self-concept
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Personal Factors
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Personal Factors
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Personal Factors
5-18
Personal Factors
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Personal Factors
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Personal Factors
• Resources
• High resources
• Innovators exhibit all primary motivations
• Low resources
• Survivors do not exhibit strong primary motivation
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Personal Factors
Personality and Self-Concept
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Personal Factors
Personality and Self-Concept
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Personal Factors
Personality and Self-Concept
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Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
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Psychological Factors
Motivation
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Psychological Factors
Abraham Maslow’s Hierarchy of Needs
• People are driven by particular needs at
particular times
• Human needs are arranged in a hierarchy from
most pressing to least pressing
• Psychological
• Safety
• Social
• Esteem
• Self-actualization
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Psychological Factors
• Selective distortion
• Selective retention
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Psychological Factors
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Psychological Factors
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Psychological Factors
Beliefs and Attitudes
• Opinion
• Faith
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Psychological Factors
Beliefs and Attitudes
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• Complex buying behavior
• Dissonance-reducing buying behavior
• Habitual buying behavior
• Variety-seeking buying behavior
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Complex Buying Behavior
• Product is risky
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Dissonance-reducing buying behavior
occurs when consumers are highly
involved with an expensive,
infrequent, or risky purchase, but see
little difference among brands
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Need Recognition
• External stimuli
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Information Search
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Information Search
Sources of information:
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer
organizations
Experiential sources—handling, examining,
using the product
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Evaluation of Alternatives
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Purchase Decision
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Post-Purchase Decision
Relationship between:
• Consumer’s expectations
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Post-Purchase Decision
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Post-Purchase Decision
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New product is a good, service, or idea
that is perceived by some potential
customers as new
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Stages in the Adoption Process
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption
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Stages in the Adoption Process
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Stages in the Adoption Process
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Stages in the Adoption Process
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Individual Differences in Innovation
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Influence of Product Characteristics
on Rate of Adoption
5-52
Influence of Product Characteristics
on Rate of Adoption
5-53
Differences can include:
• Values
• Attitudes
• Behaviors
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