Consumer Markets and Consumer Buyer Behavior
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior  </li></ul><ul><li>Name...
Case Study Harley Davidson <ul><li>Building Success </li></ul><ul><li>Understanding the customers’ emotions and motivation...
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior  </li></ul><ul><li>Name...
Definitions <ul><li>Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households ...
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior   </li></ul><ul><li>Nam...
Model of Buyer Behavior Figure 5.1 5 -
Characteristics Affecting Consumer Behavior <ul><ul><li>Culture </li></ul></ul><ul><ul><ul><li>Forms a person’s wants and ...
Characteristics Affecting Consumer Behavior <ul><ul><li>Groups </li></ul></ul><ul><ul><ul><li>Membership </li></ul></ul></...
This advertiser knows teens are strongly influenced by groups when purchasing fashion items Marketing in Action 5 -
Characteristics Affecting Consumer Behavior <ul><ul><li>Age and life cycle </li></ul></ul><ul><ul><li>Occupation </li></ul...
VALS Figure 5.4 5 -
Brand Personality Dimensions <ul><li>Sincerity </li></ul><ul><li>Ruggedness </li></ul><ul><li>Excitement </li></ul><ul><li...
Characteristics Affecting Consumer Behavior <ul><ul><li>Motivation </li></ul></ul><ul><ul><li>Perception </li></ul></ul><u...
Psychological Factors Motivation <ul><li>A motive is a need that is sufficiently pressing to direct the person to seek sat...
Maslow’s Hierarchy of Needs Figure 5.5 5 -
This ad demonstrates a product meeting physiological and social needs Marketing in Action 5 -
Discussion <ul><li>What consumer products might fulfill multiple levels of the Hierarchy of Needs? </li></ul>5 -
Psychological Factors Perception <ul><li>Perception is the process by which people select, organize, and interpret informa...
Discussion Question Perception <ul><li>How many ads were you exposed to today? </li></ul><ul><li>Which ones do you remembe...
Psychological Factors  Learning <ul><li>Learning describes changes in an individual’s behavior arising from experience </l...
Psychological Factors Beliefs and Attitudes <ul><li>Belief  </li></ul><ul><ul><li>a descriptive thought about a brand or s...
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior  </li></ul><ul><li>Name...
Types of Buying  Decision Behavior Figure 5.6 5 -
The Buyer Decision Process Figure 5.7 5 -
The Buyer Decision  Process <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of ...
The Buyer Decision  Process <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of ...
The Buyer Decision  Process <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of ...
The Buyer Decision  Process <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of ...
The Buyer Decision  Process <ul><li>Need recognition </li></ul><ul><li>Information search </li></ul><ul><li>Evaluation of ...
Discussion Question <ul><li>How is a site like Consumer Reports used in the decision- making process? </li></ul>5 -  Marke...
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior  </li></ul><ul><li>Name...
Buyer Decision Process  for New Products <ul><li>New Products </li></ul><ul><ul><li>Good, service or idea that is perceive...
Stages in the  Adoption Process <ul><li>Awareness </li></ul><ul><li>Evaluation </li></ul><ul><li>Interest </li></ul><ul><l...
Buyer Decision Process  for New Products <ul><li>Individual Differences in Innovativeness </li></ul><ul><ul><li>Consumers ...
Adoption Process Figure 5.8 5 -
Product Characteristics <ul><li>Relative Advantage </li></ul><ul><li>Compatibility </li></ul><ul><li>Complexity </li></ul>...
<ul><li>Why might the adoption process be slow for a home robot? </li></ul>Discussion Question Source:  Business Week Mark...
Buyer Decision Process  for New Products <ul><li>International Consumer Behavior </li></ul><ul><ul><li>Values, attitudes a...
Learning Goals <ul><li>Define the consumer market and construct a model of consumer buyer behavior  </li></ul><ul><li>Name...
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Marketing Consumer Buying Behaviour

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  • Marketing Consumer Buying Behaviour

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