PPT

1. Copyright
©
2005
Pearson
Education
Inc.
Consumer Markets and
Consumer Buyer Behaviour
•Chapter 7
•PowerPoint slides
•Express version
•Instructor name
•Course name
•School name
•Date
Principles of Marketing, Sixth Canadian Edition

2. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.2
Learning Objectives
• After studying this chapter, you should be able to:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products

3. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.3
Model of Buyer Behaviour
• Consumer buying behaviour:
– Buying behaviour of final consumers
– Purchase goods and services for personal consumption
• Consumer market:
– All individuals and households
– Buy or acquire goods and services for consumption
Figure 7.1

4. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.4
Factors Influencing Consumer Behaviour
• Culture:
– Basic values, perceptions, wants and behaviours
– Learned from family and important institutions
• Subculture:
– Group of people with shared value systems
– Based on common life experiences and situations
Figure 7.2

5. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.5
Factors Influencing Consumer Behaviour
• Canadian subcultures of interest:
– Native Canadians
– Ethnic groups
– French Canadian
• Social class
Figure 7.2

6. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.6
Factors Influencing Consumer Behaviour
• Social factors:
– Groups: reference, membership, and aspirational groups
– Opinion leader
– Family
– Roles and Status
Figure 7.2

7. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.7
Factors Influencing Consumer Behaviour
• Personal factors:
– Family life cycle
– Occupation
– Economic situation
– Lifestyle: activities, interests, and opinions (AIO’s)
– Personality and self-concept: brand personality
Figure 7.2

8. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.8
Factors Influencing Consumer Behaviour
• Psychological factors:
– Motivation: needs and motives, Maslow’s Hierarchy of Needs
– Perception: selective attention, distortion, and retention
– Learning: drives, stimuli, cues, responses, and reinforcement
– Beliefs and attitudes
Figure 7.2

9. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.9
Four Types of Buying Decision Behaviour
• Based on:
– Degree of involvement
– Degree of perceived differences between brands
– Influences promotional
strategies Figure 7.5

10. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.10
The Buyer Decision Process
• Need recognition:
– Triggered by internal or external stimuli
– Must reach an intensity high enough to become a drive
• Information search:
– Memory (internal) search
– External search: personal, commercial, public, experiential
sources of information
– Word-of-mouth sources are most influential
Figure 7.6

11. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.11
The Buyer Decision Process
• Evaluation of alternatives:
– The process of evaluating information to make a decision
– Attributes and importance weights are chosen
– Alternatives compared against the criteria
• Purchase decision:
– Attitudes of others and unexpected situational factors
– May come between purchase intention and decision
Figure 7.6

12. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.12
The Buyer Decision Process
• Postpurchase behaviour:
– Relationship between consumer expectation and perceived
performance
– Cognitive dissonance
– Customer satisfaction is key to customer loyalty
Figure 7.6

13. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.13
Adoption of New Product Innovations
• Stages in the adoption process:
– Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of adoption:
– Relative advantage
– Compatibility
– Complexity
– Divisibility
– Communicability
Figure 7.7

14. Copyright
©
2005
Pearson
Education
Inc.
Principles of Marketing, Sixth Canadian Edition
7.14
In Conclusion…
• The learning objectives for this chapter were:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products