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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.

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6-5

Figure 6-2:

Factors Influencing Consumer Behavior

Characteristics Affecting Consumer Behavior
Key Factors Cultural Social Personal Psychological
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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 Sincerity Ruggedness R d Excitement Competence C t

Characteristics Affecting Consumer Behavior
Key Factors Cultural Social Personal Psychological
Motivation
Needs provide motives Motivation research Maslow’s hierarchy of needs

Perception
Selective attention, selective distortion distortion, selective retention

Learning
Drives, stimuli, cues, responses and reinforcement

Sophistication
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Beliefs and attitudes
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8/20/2008

Figure 6-5:

Figure 6-6:

Types of Buying Behavior

The Buyer Decision Process

6 - 24

6 - 25

The Buyer Decision Process
Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

The Buyer Decision Process
Stages
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

Needs can be triggered by:
Internal stimuli
Normal needs become strong g enough to drive behavior

External stimuli
Advertisements Friends of friends
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Word-ofWord-of-mouth

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The Buyer Decision Process
Stages
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. diff tl At the end of the evaluation stage, purchase intentions are formed. 6 - 29

The Buyer Decision Process
Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Two T o factors intercede between purchase intentions and the actual decision: Attitudes of others Unexpected situational factors
6 - 30

The Buyer Decision Process
Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase...
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