Download Consumer Markets and Buyer Behavior

Principles of Marketing
Global Edition
Kotler and Armstrong
Chapter 5:
Consumer Markets and
Buyer Behavior
Lecturer:
Szilvia Bíró-Szigeti, PhD
Department of Management and Corporate
Economics
Copyright © 2016 Pearson Education, Inc.
1-1
Consumer Markets and Buyer Behavior
Copyright © 2016 Pearson Education, Inc.
5-2
Consumer Markets and Buyer Behavior
Consumer buyer behavior is the buying behavior of
final consumers—individuals and households that
buy goods and services for personal consumption.
Consumer markets are made up of all the individuals
and households that buy or acquire goods and
services for personal consumption.
Copyright © 2016 Pearson Education, Inc.
5-6
Model of Consumer Behavior
Figure 5.1 The Model of Buyer Behavior
Copyright © 2016 Pearson Education, Inc.
5-7
To understand an segment…
https://www.youtube.com/watch?v=0PMdzJHl__k
5
Characteristics Affecting Consumer Behavior
Factors Influencing Consumer Behavior
Copyright © 2016 Pearson Education, Inc.
5-10
Characteristics Affecting Consumer Behavior
Cultural Factors
Culture is the set of basic values, perceptions,
wants, and behaviors learned by a member
of society from family and other important
institutions.
Copyright © 2016 Pearson Education, Inc.
5-11
Characteristics Affecting Consumer Behavior
Cultural Factors
Subcultures
are
groups of people
within a culture with
shared value systems
based on common
life experiences and
situations.
Copyright © 2016 Pearson Education, Inc.
5-12
Characteristics Affecting Consumer Behavior
Cultural Factors
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values, interests, and
behaviors.
• Measured as a combination of occupation,
income, education, wealth, and other
variables
Copyright © 2016 Pearson Education, Inc.
5-13
Characteristics Affecting Consumer Behavior
Cultural Factors
Major American Social Classes
•
•
•
•
Upper Class
Middle Class
Working Class
Lower Class
Copyright © 2016 Pearson Education, Inc.
5-14
11
Income Calculator
(Pew Research Center)
http://www.pewglobal.org/interactives/purchasing-power-calculator/
result
12
Györgyi Danó
Characteristics Affecting Consumer Behavior
Social Factors
Groups and Social Networks
Membership
Groups
Aspirational
Groups
• Groups
with
direct influence
and to which a
person belongs
• Groups
an
individual
wishes to belong
to
Reference Groups
• Groups
that
form
a
comparison or
reference
in
forming
attitudes
or
behavior
Copyright © 2016 Pearson Education, Inc.
5-15
Characteristics Affecting Consumer Behavior
Social Factors
Groups and Social Networks
• Online social networks
• Social media sites
• Virtual worlds
• Word of mouth
• Opinion leaders
Copyright © 2016 Pearson Education, Inc.
5-16
Characteristics Affecting Consumer Behavior
Social Factors
• Family is the most important consumer-buying
organization in society.
• Role and status can be defined by a person’s
position in a group.
• Age and life-cycle stage
Copyright © 2016 Pearson Education, Inc.
5-17
Characteristics Affecting Consumer Behavior
Personal Factors
Occupation affects the goods
services bought by consumers.
and
Economic situations include trends in:
Spending
Personal
income
Savings
Copyright © 2016 Pearson Education, Inc.
Interest
rates
5-19
Characteristics Affecting Consumer Behavior
Personal Factors
Lifestyle is a person’s
pattern of living as
expressed in his or
her psychographics.
Copyright © 2016 Pearson Education, Inc.
5-20
18
http://CarAdvice.com.au
The company is focused on getting people into the right car for
them.
„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
Characteristics Affecting Consumer Behavior
Personal Factors
Personality refers to the
unique
psychological
characteristics
that
distinguish a person or
group.
Copyright © 2016 Pearson Education, Inc.
5-21
Characteristics Affecting Consumer Behavior
Personal Factors
Brand Personality Traits
Sincerity
Excitement
Sophistication
Competence
Ruggedness
Copyright © 2016 Pearson Education, Inc.
5-22
Characteristics Affecting Consumer Behavior
Psychological Factors
Motivation
Perception
Learning
Beliefs and attitudes
Copyright © 2016 Pearson Education, Inc.
5-23
Characteristics Affecting Consumer Behavior
Psychological Factors
A motive (or drive) is a need that is sufficiently
pressing to direct the person to seek satisfaction of
the need.
Motivation research refers to qualitative research
designed
to
probe
consumers’
hidden,
subconscious motivations.
Copyright © 2016 Pearson Education, Inc.
5-24
23
buying a sport car:
• to feel of the wind in her hair
• trying to impress others with her success
• to feel young and independent again
Characteristics Affecting Consumer Behavior
Psychological Factors
Figure 5.4 - Maslow’s Hierarchy of Needs
5-25
Characteristics Affecting Consumer Behavior
Psychological Factors
Perception is the process by which people select,
organize, and interpret information to form a
meaningful picture of the world.
Perceptual Processes Selective
Selective
Selective
… is the tendency for
people to screen out
most of the
information to which
they are exposed.
attention
… the tendency for
people to interpret
information in a way
that will support
what they already
believe.
distortion
retention
… is the tendency to remember
good points made about a brand
they favor and forget good
points about competing brands.
5-26
Characteristics Affecting Consumer Behavior
Psychological Factors
Learning is the change in an individual’s behavior
arising from experience and occurs through the
interplay of:
Drives
Stimuli
Cues
Reinforcement
Responses
5-28
Characteristics Affecting Consumer Behavior
Psychological Factors
A belief is a descriptive thought that a person has about
something based on:
• knowledge
• opinion
• faith
An attitude describes a person’s relatively consistent
evaluations, feelings, and tendencies toward an
object or idea.
Copyright © 2016 Pearson Education, Inc.
5-29
What are your attitudes about the ….
Marketers have changed
attitudes about a product
negative
Read more: http://time.com/9459/got-milk-campaign-ends-in-favor-of-milk-life/
29
30
Györgyi Danó
31
Nuclear
energy
• male,
middle
age, and older,
few female
• suit or white
gown, helmet,
safety glasses
• some of them
Asian (Japanese)
• engineers,
scientists
Green
energy
Fossil
energy
• male and female, • male (no female)
young
60+
• jeans, shorts,
• conservative
t-shirts
clothes,
hats,
• hippies, „backpacker walking sticks
style”
• oil
sheiks,
• average (ordinary) landowners
people
• environmentalists,
teachers, activists
32
Creative
Testing
Amazing Offers on more than 50 hotels across
Budapest! Book 3 or 4 nights at participating hotels
and the last one night is FREE, as well as free
admittance to any one of 3 historic spas: Gellért Baths,
Rudas Baths, Lukács Baths OR 50 % discounts for
Széchenyi Baths and enjoy even more discount on
major attractions. Hold on, there's even more!
33
Do
you like
it orfirst
not?
– –Why?
(colors,
Boring
Understandable
or
interesting?
orimpression?
not?
Why?
– Why?
What
is your
style, fonts, etc.)
Types of Buying Decision Behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
Copyright © 2016 Pearson Education, Inc.
5-32
Types of Buying Decision Behavior
FIGURE | 5.5 Four Types of Buying Behavior
Copyright © 2016 Pearson Education, Inc.
5-33
36
Types of Buying Decision Behavior
Complex buying behavior
• consumers highly involved
• the product is expensive, risky, purchased infrequently, and highly selfexpressive
• significant differences between brands
• consumer learn much about the product category
Marketers need
• understand the information-gathering and evaluation behavior
• need to help buyers learn about product-class attributes differentiate their
brand’s features
• motivate store salespeople and the buyer’s acquaintances to influence the
final brand choice
37
Types of Buying Decision Behavior
Dissonance-Reducing behavior
• 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
• after the purchase, consumers might experience post purchase
dissonance (after-sale discomfort)
Marketer’s after-sale communications should provide evidence and
support to help consumers feel good about their brand choices.
38
Types of Buying Decision Behavior
Habitual buying behavior
• 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
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.
39
Types of Buying Decision Behavior
Variety-seeking behavior
• 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
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
The Buyer Decision Process
FIGURE | 5.6 Buyer Decision Process
Copyright © 2016 Pearson Education, Inc.
5-34
The Buyer Decision Process
Need Recognition
Need recognition is the first stage of the buyer
decision process, in which the consumer
recognizes a problem or need triggered by:
• Internal stimuli
• External stimuli
Copyright © 2016 Pearson Education, Inc.
5-35
The Buyer Decision Process
Information Search
Information search is the stage of the buyer decision
process in which the consumer is motivated to search for
more information.
Sources of information:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources
Copyright © 2016 Pearson Education, Inc.
5-36
The Buyer Decision Process
Evaluation of Alternatives
Alternative evaluation is the stage of the buyer
decision process in which the consumer uses
information to evaluate alternative brands in the
choice set.
Copyright © 2016 Pearson Education, Inc.
5-37
The Buyer Decision Process
Purchase Decision
Purchase decision is the buyer’s decision about
which brand to purchase.
The purchase intention may not be the purchase
decision due to:
• Attitudes of others
• Unexpected situational factors
Copyright © 2016 Pearson Education, Inc.
5-38
The Buyer Decision Process
Postpurchase Behavior
Postpurchase behavior is the stage of the buyer
decision process in which consumers take
further action after purchase, based on their
satisfaction or dissatisfaction.
Copyright © 2016 Pearson Education, Inc.
5-39
The Buyer Decision Process
Postpurchase Behavior
Cognitive dissonance is
buyer discomfort caused
by postpurchase conflict.
Copyright © 2016 Pearson Education, Inc.
5-40
The Buyer Decision Process for New Products
The adoption process is the mental process an
individual goes through from first learning about an
innovation to final regular use.
• Stages in the adoption process include:
Awareness
Interest
Evaluation
Copyright © 2016 Pearson Education, Inc.
Trial
Adoption
5-43
The Buyer Decision Process for New Products
Individual Differences in Innovativeness
•
•
•
•
•
Innovators
Early Adopters
Early Mainstream
Late Mainstream
Lagging Adopters
Copyright © 2016 Pearson Education, Inc.
5-44
The Buyer Decision Process for New Products
Individual Differences in Innovativeness
FIGURE | 5.7 Adopter Categories Based on Relative Time of Adoption of Innovations
Copyright © 2016 Pearson Education, Inc.
5-45
The Buyer Decision Process for New Products
Individual Differences in Innovativeness