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8/20/2008

Consumer Markets and Consumer Buyer Behavior y

Objectives
Be able to define the consumer market and construct a simple model of consumer buyer behavior. Know the four major factors that influence consumer buyer behavior. 6-1

Chapter 6

Objectives
Understand the major types of buying decision behavior and the stages in the buyer decision process. Be able to describe the adoption and diffusion process for new products. 6-2

Harley- c Harley-Davidson
Harley “Hogs” account for 1/5 of U.S. cycle sales Sales have exceeded supply for years 19861986-2000: Four stock splits, increase of 7,100% Fiercely loyal clientele revolves around 7 core customer types Harley owners use their bikes to express their lifestyle and attitudes Advertising reflects the Harley mystique 6-3

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8/20/2008

Figure 6-1:

Definitions
Consumer Buying Behavior
Buying behavior of individuals and households that buy products for personal consumption.

Model of Buyer Behavior

Consumer Market
All individuals/households who buy products for personal consumption.

6-4

6-5

Figure 6-2:

Factors Influencing Consumer Behavior

Characteristics Affecting Consumer Behavior
Key Factors Cultural Social Personal Psychological
6-7

Culture Subculture
Hispanic consumers African Americans Asian Americans Mature consumers

Social Class
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8/20/2008

Characteristics Affecting Consumer Behavior
Key Factors Cultural Social Personal Psychological
Groups
Membership Reference
Aspirational groups

Characteristics Affecting Consumer Behavior
Key Factors Cultural Social Personal Psychological
Age and life-cycle lifeOccupation Economic situation Lifestyle Activities, interests, and opinions Lifestyle segmentation

Opinion leaders
Buzz marketing

Family
Kids can influence

Personality and selfselfconcept
Brand personality
6 - 16

Roles and Status
6 - 15

Characteristics Affecting Consumer Behavior
Brand Personality Dimensions...