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Marketing
BMEGT20MW01
Department of Management and Corporate
Economics, building Q, room B 303b
email: [email protected]
Gyorgyi Dano
Lecturer: Gyorgyi Dano
• Model of Consumer Behavior
• Factors Influencing Consumer
Behavior
• Types of Buying Decision Behavior
• The Buyer Decision Process
• Business Buyer Behavior
Gyorgyi Dano
Marketing 05
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Consumer market: all of the personal
consumption of final consumers.
Consumer buyer behavior: the buying
behavior of final consumers, individuals
and households, who buy goods and
services for personal consumption.
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Model of Consumer Behavior
https://www.youtube.com/watch?v=RCM0u2tBl5E
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decisions?
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Buying behavior is never
simple…
• What?
• When?
• Where?
• How much? What are the things that
influence their purchasing
• Why?
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Model of Consumer Behavior
(stimulus-response model)
• Marketing stimuli
• Product
• Price
• Place
• Promotion
• Other
• Economic
• Technological
• Social
• Cultural
Buyer responses
Buyer’s
black
box
• Buying attitudes
and preferences
• Purchase
behavior: what
the buyer buys,
when, where, and
how much
• Brand
engagements and
relationships
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The environment
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Factors Influencing Consumer
Behavior
• Subculture
• Social
class
• Reference
groups
• Family
• Roles and
status
Personal
• Age and life
cycle stage
• Occupation
• Economic
situation
• Lifestyle
• Personality
and selfconcept
Psychological
•
•
•
•
Motivation
Perception
Learning
Beliefs and
attitudes
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• Culture
Social
Buyer
Cultural
Culture is the learned values, perceptions,
wants, and behavior from family and other
important institutions.
Subculture are groups of people within a
culture with shared value systems based on
common life experiences and situations.
„Culture in culture.”
Hispanic Americans, African Americans, Asian Americans, Punks…
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Cultural factors
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https://www.youtube.com/watch?v=g85ZxjkhZ0U
https://www.youtube.com/watch?v=pXVuPsNC4uU
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Social classes are society’s relatively permanent
and ordered divisions whose members share
similar values, interests, and behaviors.
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•
•
•
•
Upper Class
Middle Class
Working Class
Lower Class
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Measured by a combination of occupation, income,
education, wealth, and other variables.
• Elite/Elit (2%)
• Upper middle class/Felső közép
(10,5%)
• „Yuppie”/Feltörekvő fiatalok (6%)
• Rural middle class/Vidéki értelmiség
(7%)
• Lower middle class/Kádári kisember
(17%)
• „Drifters”/Sodródók (18%)
• Workers/Munkások (16,5%)
• Underclass/Leszakadtak (23%)
http://www.budapesttelegraph.com/news/731/hungary:_regional_differences_grow_and_middle_class_is_weak
https://static.uni-graz.at/fileadmin/veranstaltungen/twenty-five-years-after/presentations/ClassMapGrazPRobert.pdf
http://www.gfk.com/hu/insightok/press-release/osztalyletszam-2014-magyarorszagon-nincs-igazi-koezeposztaly/
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Structure of Hungarian society
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Elite – 2 percent, about 200 000 persons
They are rich and consume high culture. In terms of social networks, it is a closed group. The dominant majority of the members of this category
have a college or university degree and live in Budapest. Typically their parents lived amidst similar circumstances.
Upper middle class – 10.5 per cent, about a million persons
They live in Budapest or major towns; are well off in terms of economic, cultural and network capital; are highly qualified and make a good use of
their connections. Regularly go to the theater; have plenty of leisure time, do sports and participate in community activities.
„Yuppie” – 6 percent, some half a million persons
Though for the time being they are financially supported by their parents, thanks to their and their parents’ considerable network capital, they have a
promising future. Of all the classes, they are the best in using knowledge and information management and network capital. Some middle-aged
persons who are young at heart also belong to that group.
Rural middle class – 7 percent, about 700 000 persons
They are college or university graduates living outside of Budapest. They have everything that the classes above them but in a smaller quantity. They
are teachers and doctors of small towns; people who are active in local public life and have excellent local network capital. Their income is only of
the average level but it is steady. They spend the summer vacation away from home. They are enthusiastic consumers of culture. Typically they are
public employees or self-employed.
Lower middle class – 17 percent, about 1.5 million persons
They live under modest circumstances. They can hardly make both ends meet. They cannot afford spending their vacation away from home; few of
them speak a foreign language. Typically they are in public employment and do clerical work. Most of them live in small localities.
„Drifters”– 18 percent, some 1.7 million persons
They are typically young people whose parents are in the lower strata of the middle class. They only have secondary-level education; their network
capital is not strong. They do not go to the theater nor do they read books. However they actively use the Internet. They don’t have long-term plans.
Some of them can move upwards thanks to their use of the Internet. A considerable part of that group still live with their parents in the “mama hotel”.
Workers – 16.5 percent, some 1.5 million persons
Most of them have a skilled-worker’s qualification; they have an extended network capital but the people they know are of a low social status. Their
assets and income are meager. They don’t consume culture at all; they rarely meet friends and typically spend their free time in their home watching
television. One factor differentiates the manual workers from the declassed groups: they have a job. But if they lose their job, they immediately slip to
the declassed category because they lack reserves.
Underclass – 23 percent, more than two million persons
The uderclass groups form the most populous category in Hungarian society today. They live in extremely unfavorable conditions in terms of assets
and income. Their network capital and consumption of culture are negligible. A considerable part of them are unskilled. Whatever work they do is
manual labor for industry or agriculture. Typically they are jobless or do community work; live off welfare relief. Many of them live with some
disabilities and/or are pensioners. As a rule, their parents lived under similar conditions – which means the lowest stratum is also reproducing itself.
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Social factors
• Subculture
• Groups
and Social
Networks
• Family
• Social
class
• Roles and
status
Personal
• Age and life
cycle stage
• Occupation
• Economic
situation
• Lifestyle
• Personality
and selfconcept
Psychological
•
•
•
•
Motivation
Perception
Learning
Beliefs and
attitudes
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• Culture
Social
Buyer
Cultural
Groups that have a direct influence and to which a person
belongs are called membership groups.
Reference groups serve as direct (face-to-face
interactions) or indirect points of comparison or reference in
forming a person’s attitudes or behavior.
People often are influenced by reference groups to which
they do not belong. For example, an aspirational group is
one to which the individual wishes to belong.
Marketers try to identify the reference groups of their target
markets. Reference groups influence the person’s attitudes, self
concept, behaviors and lifestyle and finally the person’s product
and brand choices.
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Groups and Social Networks
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Opinion leader: people within a reference group
who, because of special skills, knowledge,
personality, or other characteristics,
exert social influence on others.
Marketers try to identify opinion leaders for their products and
direct marketing efforts toward them.
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Online social networks are online communities
where people socialize or exchange information
and opinions.
(blogs, social networking sites, etc.)
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The impact of the personal
words and recommendations
of trusted friends, family,
associates, and other
consumers
on buying behavior.
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Word-of-mouth influence
and buzz marketing
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Lady Gaga routinely enlists her most
passionate fans - she calls them the
Little Monsters - to spread the word
about her new music.
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Many companies now create brand ambassador
programs in an attempt to turn influential but
everyday customers into brand evangelists.
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Buzz marketing involves enlisting or even
creating opinion leaders to serve as “brand
ambassadors” who spread the word about a
company’s products.
https://www.youtube.com/watch?v=f7utJAWuYI0
https://media.ford.com/content/fordmedia/fna/us/en/news/2015/10/01/dwayne-johnson-acceptsleading-role-with-ford-service.html
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https://www.instagram.com/therock/
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Huge 3 day shoot in Detroit, from inside the
factories, design studios and this weather
testing chamber which was a nice and
toasty 30 below zero. Iceman cometh.
Campaign drops tomorrow.
#Ambassador #Service #FORD
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A person belongs to many groups - family, clubs,
organizations, online communities. The
person’s position in each group can be defined in
terms of both role and status. A role consists of
the activities people are expected to perform
according to the people around them. Each role
carries a status reflecting the general esteem
given to it by society.
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Family is the most important consumer buying
organization in society.
Initiator: The person who first suggests or thinks of
the idea of buying a particular product or service.
Influencer: A person whose view or advice influences
the buying decision (friend, salesperson, etc.).
Decider: The person who ultimately makes a buying
decision or any part of it – whether to buy, what to
buy, how to buy or where to buy.
Buyer: The person who makes an actual purchase.
User: The person who consumes or uses a product or
service.
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Consumers’ buying roles
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Personal Factors
• Subculture
• Social
class
• Reference
groups
• Family
• Roles and
status
Personal
• Age and life
cycle stage
• Occupation
• Economic
situation
• Lifestyle
• Personality
and selfconcept
Psychological
•
•
•
•
Motivation
Perception
Learning
Beliefs and
attitudes
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• Culture
Social
Buyer
Cultural
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Occupation affects the goods and
services bought by consumers.
Economic situation includes trends in:
• personnel income
• savings
It involves measuring consumers’ major AIO
dimensions - activities (work, hobbies, shopping,
sports, social events), interests (food, fashion,
family, recreation), and opinions (about themselves,
social issues, business, products).
Lifestyle captures something more than the person’s
social class or personality. It profiles a person’s
whole pattern of acting and interacting in the
world.
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Lifestyle is a person’s pattern of living as
expressed in his or her psychographics.
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http://CarAdvice.com.au
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„We understand the different needs buyers face when
making the decision to purchase a car, and our
comprehensive reviews aim to help you make the right
decision.”
https://www.youtube.com/watch?v=T5urUK6IDTA, http://www.caradvice.com.au/404180/2016-ford-ranger-lifestyle-adventure-in-newzealand/?yt_desc
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The company
is focused on
getting people
into the right
car for them.
Personality refers to the unique psychological
characteristics that lead to consistent and lasting
responses to the consumer’s environment.
The idea is that brands also have personalities, and
consumers are likely to choose brands with
personalities that match their own.
Most well-known brands are strongly associated with
one particular characteristic: Apple with “excitement,”
CNN with “competence,” and Dove with “sincerity.”
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Personality and self-concept/self-image
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Created with https://tagul.com
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If Hungary/Sziget Festival was a person,
how would you describe it?
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Psychological Factors
• Subculture
• Social
class
• Reference
groups
• Family
• Roles and
status
Personal
• Age and life
cycle stage
• Occupation
• Economic
situation
• Lifestyle
• Personality
and selfconcept
Psychological
•
•
•
•
Motivation
Perception
Learning
Beliefs and
attitudes
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• Culture
Social
Buyer
Cultural
• to feel of the wind in their hair
• trying to impress others with their success
• to feel young and independent again
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A motive (or drive) is a need that is
sufficiently pressing to direct the person to
seek satisfaction.
buying a sport car:
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Maslow’s- Hierarchy of Needs
Self
actualization
needs
(self-development and
realization)
Esteem needs
(self-esteem, recognition, status)
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
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Social needs
For example, starving people
(physiological need) will not take an
interest in the latest happenings in the
art world (self-actualization needs) nor in
how they are seen or esteemed by
others (social or esteem needs) nor
even in whether they are breathing
clean air (safety needs). But as each
important need is satisfied, the next
most important need will come into play.
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A person tries to satisfy the most important
need first. When that need is satisfied, it will
stop being a motivator, and the person will then
try to satisfy the next most important need.
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Perception is the process by which people
select, organize, and interpret
information to form a meaningful picture of
the world.
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A motivated person is ready to act. How
the person acts is influenced by his or her
own perception of the situation.
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Belief is a descriptive thought that a
person has about something based on:
• Knowledge
• Opinion
• Faith
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When people act, they learn. Learning is
the change in an individual’s behavior
arising from experience.
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Attitudes describe a person’s relatively
consistent evaluations, feelings, and
tendencies toward an object or idea.
Thus, a company should usually try to fit its products into
existing attitudes rather than attempt to change attitude.
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Attitudes are difficult to change.
Marketers have changed negative
attitudes about a product
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„The only time I notice milk
is when I run out of it.”
‘Got milk?’ is an
acknowledgement
that milk is
essential, and if
you don’t have it,
then something is
missing.
Read more: http://time.com/9459/got-milk-campaign-ends-in-favor-of-milk-life/
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https://www.youtube.com/watch?v=CG_75wKdpfo
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The new “Milk Life” ads attempt
to recast milk for a hypercompetitive food and beverage
marketplace.
Read more: http://time.com/9459/got-milk-campaign-ends-in-favor-of-milk-life/
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• milk as a key
ingredient to an
active lifestyle
• milk can
empower you
to do your best
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The Buyer Decision Process
Information
search
Purchase
decision
Evaluation of
alternatives
Postpurchase
behavior
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Need
recognition
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Occurs when the
buyer recognizes a
problem or need
because of:
• Internal stimuli
• External stimuli
Information Search
Sources of information:
• Personal sources (family,
friends)
• Commercial sources
(advertising, internet)
• Public sources (mass media,
consumer organizations)
• Experiential sources (handling,
examining, using the product)
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Need
Recognition
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How the
consumer
processes
information to
arrive at brand
choices.
Purchase Decision
The act by the consumer to buy
the most preferred brand.
The purchase decision can be
affected by:
• Attitudes of others
• Unexpected situational
factors
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Evaluation of
Alternatives
Post-Purchase Decision
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Cognitive dissonance
is the discomfort caused
by a post-purchase
conflict.
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• The satisfaction or dissatisfaction that the
consumer feels about the purchase.
• Relationship between:
• Consumer’s expectations
• Product’s perceived performance
Copyright © 2016 Pearson Education, Inc.
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Types of Buying Decision
Behavior
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• consumers highly involved
• the product is expensive, risky, purchased
infrequently, and highly self-expressive
• significant differences between brands
• consumer learn much about the product
category
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Complex buying behavior
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Marketers need:
• understand the information-gathering and
evaluation behavior
• motivate store salespeople and the buyer’s
acquaintances to influence the final brand choice
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• need to help buyers learn about product-class
attributes differentiate their brand’s features
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Dissonance-Reducing behavior
• after the purchase, consumers might
experience post purchase dissonance (aftersale discomfort)
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• consumers highly involved
• expensive, infrequent, or risky purchase but see
little difference among brands
• buyers may shop around to learn what is
available but buy relatively quickly
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Marketer’s after-sale communications should
provide evidence and support to help consumers
feel good about their brand choices.
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• low-consumer involvement
• little significant brand difference
• most low-cost, frequently purchased
products
• consumers do not search extensively for
information about the brand
• consumers do not form strong attitudes
toward a brand
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Habitual buying behavior
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Marketers of low-involvement products with few
brand differences often use price and sales
promotions to promote buying. Alternatively, they
can add product features or enhancements to
differentiate their brands.
„Clean public restrooms can
be hard to find. Until now. We
put public restrooms on the
map. Literally. So the next
time you've got to go on the
go, you'll know where to go.
And once you've experienced
a restroom, you can add and
share your experience and
honest opinion to help others
while on the go.”
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https://www.sitorsquat.com
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• low consumer involvement
• significant perceived brand differences
• consumers often do a lot of brand
switching
• brand switching occurs for the sake of
variety rather than because of dissatisfaction
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Variety-seeking behavior
Market leader:
try to encourage
habitual buying
behavior
dominating shelf space,
keeping shelves fully
stocked, running
frequent reminder
advertising
Challenger firms:
try to encourage variety
seeking,
offering lower prices,
special deals, coupons,
free samples, advertising
that presents reasons for
trying something new
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Business buyer behavior refers to the
buying behavior of the organizations that
buy goods and services for use in
production of other products and services
that are sold, rented, or supplied to
others.
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Business Markets
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Four major categories
• Commercial market (support directly
or indirectly production)
• Trade industries (wholesalers and
retailers)
• Institutions
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• Government organizations
Characteristics of the
business market
Purchase decision
procedure:
Buyer-seller
relationship:
larger, fewer
professional
more decision participants
formal
complex decisions
more time-consuming
close
more intensive
strategic, collaborative
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The sizes and numbers
of buyers:
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B2B marketing vs. B2C marketing
Product
Price
Place
B2B
relatively technical in
nature, often variable,
services are very important
competitive bidding (unique
items), list prices (standard
items)
relatively short, direct
channels to market
Promotion
focus on personal selling
(communication)
B2C
standardized form,
service is less
important
list prices
product passes
through a number of
intermediates
focus on advertising
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4P
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B2C
Customer relations
relatively enduring and
complex
comparatively
infrequent contact,
relationship of relatively
short duration
Decision-making
process
involvement of diverse
group of organization
members in decision
individual or household
unit makes decisions
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B2B
நன்றி
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