Презентация «Consumer markets and consumer buyer behavior»
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Consumer Markets and Consumer Buyer Behavior Chapter 5
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Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four factors that influence buyer behavior Understand the types of buying decision behavior and stages …
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Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of loyalty Translating this information to effective advertising
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Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households who buy goods and services for personal consumption All of these final consumers …
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Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural
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Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value systems Social Class Society’s divisions who share values, interests and …
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Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles and Status
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Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions Lifestyle segmentation Personality and self-concept
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Characteristics Affecting Consumer Behavior Sincerity Ruggedness
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Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes
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Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research is based on Freud; Looks for hidden and subconscious …
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Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception Includes: Selective attention Consumers screen out information …
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Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through: Drives Internal stimulus that calls for action Stimuli Objects …
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Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be based on real knowledge, opinion, or faith Attitude describes a person’s evaluations, feelings …
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Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly involved, little brand differences Example – carpeting Habitual …
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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
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The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior
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Buyer Decision Process for New Products New Products Good, service or idea that is perceived by customers as new. Stages in the Adoption Process Marketers should help consumers move through these …
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Buyer Decision Process for New Products Awareness Evaluation
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Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five adopter categories, each of which behaves differently toward new products. …
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Buyer Decision Process for New Products Relative Advantage Compatibility
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Buyer Decision Process for New Products International Consumer Behavior Values, attitudes and behaviors differ greatly in other countries. Physical differences exist which require changes in the …
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