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Chapter 5 Consumer Markets and Consumer Buyer Behavior
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Case Study Harley Davidson ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5 -
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Definitions ,[object Object],[object Object]
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Model of Buyer Behavior Figure 5.1 5 -
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Factors
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Factors
This advertiser knows teens are strongly influenced by groups when purchasing fashion items Marketing in Action 5 -
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Factors
VALS Figure 5.4 5 -
Brand Personality Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics Affecting Consumer Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Factors
Psychological Factors Motivation ,[object Object],[object Object],[object Object]
Maslow’s Hierarchy of Needs Figure 5.5 5 -
This ad demonstrates a product meeting physiological and social needs Marketing in Action 5 -
Discussion ,[object Object],5 -
Psychological Factors Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question Perception ,[object Object],[object Object],5 -
Psychological Factors Learning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Psychological Factors Beliefs and Attitudes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Types of Buying Decision Behavior Figure 5.6 5 -
The Buyer Decision Process Figure 5.7 5 -
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages Video Snippet Wild Planet realizes that kids and parents make the decision for toys
The Buyer Decision Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Process Stages
Discussion Question ,[object Object],5 - Marketing in Action Click on screenshot for website
Learning Goals ,[object Object],[object Object],[object Object],[object Object]
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object]
Stages in the Adoption Process ,[object Object],[object Object],[object Object],[object Object],[object Object]
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object]
Adoption Process Figure 5.8 5 -
Product Characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],Discussion Question Source: Business Week Marketing in Action Source: Business Week 5 -
Buyer Decision Process for New Products ,[object Object],[object Object],[object Object],[object Object],[object Object]
Learning Goals ,[object Object],[object Object],[object Object],[object Object]

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Kotler05 media

Editor's Notes

  1. There are many products that fit several levels. Hotels, for instance, will satisfy basic physiological needs, but the best room at the Ritz Carlton may meet many higher levels.
  2. Did students include Internet ads, logos on clothing, ads in the subway, billboards, logos on drinks, in the classroom, TV or radio ads? This should prompt discussion of selective attention, distortion and retention. Was it that they are loyal to these brands? Did they break through the clutter? Were they bombarded by a particular brand message?
  3. Go to the site and ask students which type of decision this is best for. They should agree that the site is helpful for highly involved products. It is used in the information search to determine what attributes are important. It then helps them evaluate the alternatives as they can see how the brands compare.
  4. Computers are doing more for us at home. We already have TiVo-type products which scan databases and decide what to record. Other products include the Roomba and other home vacuum systems. New robots can conduct an orchestra (Sony) and assist the blind.