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Marketing Consumer Buying Behaviour

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  • Transcript

    • 1. Consumer Markets and Consumer Buyer Behavior
    • 2. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products
    • 3. Case Study Harley Davidson
      • Building Success
      • Understanding the customers’ emotions and motivation
      • Determining the factors of loyalty
      • Translating this information to effective advertising
      • Measuring Success
      • Currently 22% of all U.S. bike sales
      • Demand above supply
      • Sales doubled in the past 5 years with earnings tripled
      5 -
    • 4. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products
    • 5. Definitions
      • Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption
      • All of these final consumers combine to make up the consumer market
    • 6. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products
    • 7. Model of Buyer Behavior Figure 5.1 5 -
    • 8. Characteristics Affecting Consumer Behavior
        • Culture
          • Forms a person’s wants and behavior
        • Subculture
          • Groups with shared value systems
        • Social Class
          • Society’s divisions who share values, interests and behaviors
      • Cultural
      • Social
      • Personal
      • Psychological
      Key Factors
    • 9. Characteristics Affecting Consumer Behavior
        • Groups
          • Membership
          • Reference
            • Aspirational
          • Opinion leaders
            • Buzz marketing
        • Family
          • Many influencers
        • Roles and status
      • Cultural
      • Social
      • Personal
      • Psychological
      Key Factors
    • 10. This advertiser knows teens are strongly influenced by groups when purchasing fashion items Marketing in Action 5 -
    • 11. Characteristics Affecting Consumer Behavior
        • Age and life cycle
        • Occupation
        • Economic situation
        • Lifestyle
          • Activities, interests and opinions
          • Lifestyle segmentation
        • Personality and self-concept
      • Cultural
      • Social
      • Personal
      • Psychological
      Key Factors
    • 12. VALS Figure 5.4 5 -
    • 13. Brand Personality Dimensions
      • Sincerity
      • Ruggedness
      • Excitement
      • Competence
      • Sophistication
    • 14. Characteristics Affecting Consumer Behavior
        • Motivation
        • Perception
        • Learning
        • Beliefs and attitudes
      • Cultural
      • Social
      • Personal
      • Psychological
      Key Factors
    • 15. Psychological Factors Motivation
      • A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
      • Motivation research is based on Freud. Looks for hidden and subconscious motivation
      • Maslow ordered needs based on how pressing they are to the consumer
    • 16. Maslow’s Hierarchy of Needs Figure 5.5 5 -
    • 17. This ad demonstrates a product meeting physiological and social needs Marketing in Action 5 -
    • 18. Discussion
      • What consumer products might fulfill multiple levels of the Hierarchy of Needs?
      5 -
    • 19. Psychological Factors Perception
      • Perception is the process by which people select, organize, and interpret information.
      • Perception Includes:
        • Selective attention
          • Consumers screen out information
        • Selective distortion
          • People interpret to support beliefs
        • Selective retention
          • People retain points to support attitudes
    • 20. Discussion Question Perception
      • How many ads were you exposed to today?
      • Which ones do you remember? Why?
      5 -
    • 21. Psychological Factors Learning
      • Learning describes changes in an individual’s behavior arising from experience
      • Learning occurs through
        • Drives
          • Internal stimulus that calls for action
        • Stimuli
          • Objects that move drive to motive
        • Cues
          • Minor stimuli that affect response
        • Reinforcement
          • Feedback on action
    • 22. Psychological Factors Beliefs and Attitudes
      • Belief
        • a descriptive thought about a brand or service
        • may be based on real knowledge, opinion, or faith
      • Attitude
        • describes a person’s evaluations, feelings and tendencies toward an object or idea
        • They are difficult to change
    • 23. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products
    • 24. Types of Buying Decision Behavior Figure 5.6 5 -
    • 25. The Buyer Decision Process Figure 5.7 5 -
    • 26. The Buyer Decision Process
      • Need recognition
      • Information search
      • Evaluation of alternatives
      • Purchase decision
      • Postpurchase behavior
      • Needs can be triggered by:
        • Internal stimuli
          • Normal needs become strong enough to drive behavior
        • External stimuli
          • Advertisements
          • Friends of friends
      Process Stages
    • 27. The Buyer Decision Process
      • Need recognition
      • Information search
      • Evaluation of alternatives
      • Purchase decision
      • Postpurchase behavior
      • Consumers exhibit heightened attention or actively search for information
      • Sources of information:
        • Personal
        • Commercial
        • Public
        • Experiential
        • Word-of-mouth
      Process Stages
    • 28. The Buyer Decision Process
      • Need recognition
      • Information search
      • Evaluation of alternatives
      • Purchase decision
      • Postpurchase behavior
      • Evaluation procedure depends on the consumer and the buying situation.
      • Most buyers evaluate multiple attributes, each of which is weighted differently.
      • At the end of the evaluation stage, purchase intentions are formed.
      Process Stages
    • 29. The Buyer Decision Process
      • Need recognition
      • Information search
      • Evaluation of alternatives
      • Purchase decision
      • Postpurchase behavior
      • Two factors intercede between purchase intentions and the actual decision:
        • Attitudes of others
        • Unexpected situational factors
      Process Stages Video Snippet Wild Planet realizes that kids and parents make the decision for toys
    • 30. The Buyer Decision Process
      • Need recognition
      • Information search
      • Evaluation of alternatives
      • Purchase decision
      • Postpurchase behavior
      • Satisfaction is important:
        • Delighted consumers engage in positive word-of-mouth.
        • Unhappy customers tell on average 11 other people.
      • Cognitive dissonance is common
      Process Stages
    • 31. Discussion Question
      • How is a site like Consumer Reports used in the decision- making process?
      5 - Marketing in Action Click on screenshot for website
    • 32. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products
    • 33. Buyer Decision Process for New Products
      • New Products
        • Good, service or idea that is perceived by customers as new.
      • Stages in the Adoption Process
        • Marketers should help consumers move through these stages.
    • 34. Stages in the Adoption Process
      • Awareness
      • Evaluation
      • Interest
      • Trial
      • Adoption
    • 35. Buyer Decision Process for New Products
      • Individual Differences in Innovativeness
        • Consumers can be classified into five adopter categories, each of which behaves differently toward new products.
      • Product Characteristics and Adoption
        • Five product characteristics influence the adoption rate.
    • 36. Adoption Process Figure 5.8 5 -
    • 37. Product Characteristics
      • Relative Advantage
      • Compatibility
      • Complexity
      • Divisibility
      • Communicability
    • 38.
      • Why might the adoption process be slow for a home robot?
      Discussion Question Source: Business Week Marketing in Action Source: Business Week 5 -
    • 39. Buyer Decision Process for New Products
      • International Consumer Behavior
        • Values, attitudes and behaviors differ greatly in other countries.
        • Physical differences exist which require changes in the marketing mix.
        • Customs vary from country to country.
        • Marketers must decide the degree to which they will adapt their marketing efforts.
    • 40. Learning Goals
      • Define the consumer market and construct a model of consumer buyer behavior
      • Name the four factors that influence buyer behavior
      • List and understand the types of buying decision behavior and stages in the process
      • Describe the adoption and diffusion process for new products

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