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Learning Objectives
1. Understand the consumer market and
the major factors that influence
consumer buyer behavior
2. Identify and discuss the stages in the
buyer decision process
3. Define the business market and
identify the major factors that
influence business buyer behavior
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Chapter Overview
In this chapter, we continue our marketing
Introduction to Chapter 5
Definition of Consumer Buyer Behavior
Characteristic Affecting Consumer Behavior
Introduction to Chapter 5
Buyer Decision Process
1. Environmental factors
2. Organizational factors
3. Interpersonal factors
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4. Individual factors
Learning Objective 1
Understand the consumer market and the
major factors that influence consumer
buyer behavior
Learning Objective 2
Identify and discuss the stages in the buyer
decision process
Characteristics Affecting
Consumer Behavior
Cultural factors
a) Culture
Set of basic values, perceptions, wants
& behaviors learned by a member of
society from family & other important
institutions.
Marketers are always trying to spot cultural
shifts.
E.g.: Increasing concern about health &
fitness has created huge industry for health
& fitness services, exercise equipments,
more natural foods & variety of diet.
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Cultural factors
b) Subculture
Subcultures are groups of people with
shared value systems based on common life
experiences and situations.
Each culture contains smaller subcultures.
Subcultures include nationalities, religions,
racial groups and geographic regions.
E.g.: Mature consumersMatured
are becoming
a are
consumers
very attractive market. becoming very attractive
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Cultural factors
c) Social Class
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Social factors
a) Groups:
Reference group: serve as direct / indirect
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Social factors
b) Family:
Family members can strongly
influence buyer behavior
Personal factors
a) Age and Life-cycle Stage:
People change the goods and services they buy
over their lifetimes.
Marketers are increasingly catering to a
growing number of alternative, nontraditional
stages such as unmarried couples, singles
marrying later in life, childless couples, samesex couples, single parents, extended parents
(those with young adult children returning
home), and others.
Taste in food, clothes are often age related.
b)Occupation:
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Personal factors
c) Economic Situation:
A persons economic situation will affect
product choice.
E.g.: Car
Toyota
Alphard
Nissan
Serena
d)Lifestyle:
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Example:
Age & Life cycle
babies
Kids
Lifestyle
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beginners
older
teenagers
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Psychological factors
a) Motivation
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Psychological factors
b) Perception
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Psychological factors
c) Learning
When people act, they learn.
Changes in individuals behavior arising from
experience.
Strongly influenced by the consequences of
an individuals behavior
o Behaviors with satisfying results tend to be
repeated.
o Behaviors with unsatisfying results tend not to
be repeated.
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Psychological factors
d) Belief and Attitudes
A belief is a descriptive thought that a person
Consumer Decision-Making
Process
Need
Need Recognition
Recognition
Cultural,
Cultural, Social,
Social,
Personal
Personal and
and
Psychological
Psychological
Factors
Factors
affect
affect
all
all steps
steps
Information
Information Search
Search
Evaluation
Evaluation
of
of Alternatives
Alternatives
Purchase
Purchase
Postpurchase
Postpurchase
Behavior
Behavior
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1) Need Recognition
1) Need Recognition
Int
e
Sti rnal
mu
li
al
n
r li
e
t
Ex timu
S
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Present
Present
Status
Status
Preferre
Preferre
ddState
State
2) Information Search
Information search may or may not occur.
Consumers can obtain information from any of several sources.
Information
Sources
Personal Sources
(evaluates products
for buyers)
Description
Family, friends, neighbors,
contacts
Commercial Sources
(inform buyers)
Advertising, salespeople,
dealers, Web sites, packaging,
and displays
Public Sources
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Experiential Sources
3) Evaluation of
Alternatives
Alternative evaluation:
How the consumer processes information to
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4) Purchase Decision
Generally, the consumers purchase decision will be to
5) Postpurchase Behavior
The difference between the consumers
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Involvement in Purchase
Decision
High involvement purchase decisions
High level of potential social or economic
consequences.
Low involvement purchase decisions
Routine purchases
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Mini Discussion
Categorize each of the following as a high
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Discussion - Scenario
Answers
1.
NEED RECOGNITION: Your present television has wavy
lines and poor sound quality, and you desire a new
television set.
2.
INFORMATION SEARCH: You check both internal and
external sources of information such as your own
knowledge, opinions of peers, information from magazines,
and the advice of television sales personnel.
3. EVALUATION OF ALTERNATIVES: You consider product
attributes of various television brands and models in an
evoked set. These attributes might include sound quality,
looks, price, warranty, brand name reputation, components,
and so on.
4.PURCHASE: You buy the hi-def television after judging
alternatives.
5.POSTPURCHASE BEHAVIOR: You are satisfied with your
purchase, which was the result of extensive decision
making. Alternatively, you are dissatisfied with your
purchase, return the television, and begin the process
36 again.
Business Markets
Business buyer behavior refers to the
Learning Objective 3
Define the business market and identify the
major factors that influence business buyer
behavior
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Business Markets
Business markets involve far more dollars
involved.
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Business Markets
1. Market Structure and Demand
The business marketer normally deals with far
fewer but far larger buyers than the
consumer marketer does.
Business demand is derived demand - it
ultimately derives from the demand for
consumer goods.
2. Nature of the Buying Unit:
Business purchases involve more decision
participants.
Business buying involves a more professional
purchasing effort.
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Business Markets
3. Types of Decisions and the Decision
Process:
Business buyers usually face more complex
buying decisions. Involve large sums of
money, interaction with many people at
many level of org
Business buying process tends to be more
formalized.
Need
detailed
product
specifications, written order, formal approval.
Buyers and sellers are much more dependent
on each other.
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2. Modified re-buy
The buyer wants to modify product
specifications, prices, terms, or suppliers.
Better offer and new business
3. New task
The company is buying a product or
service for the first time.
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Involvement in Purchase
INVOLVEMENT
Modified Re buy
Straight Re buy
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Involvement in Purchase
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Chapter 5
The End
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