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CONSUMER BEHAVIOR CHAPTER 2 Product Price Place Promotion Marketing and Other Stimuli Buyer characteristics affecting consumer behavior Buyer’s decision process Product choice Brand choice Dealer choice Economic Technological Political Cultural Buyer’s Response Purchase timing Purchase quantity Stimulus Response Model • Marketing and other stimuli enter the buyer’s “black box” and produce certain choice/purchase responses. • Marketers must figure out what is inside of the buyer’s “black box” and how stimuli are changed to responses. Model of Buyer Behavior Marketing & other stimuli Marketing Product Price Place Promotion Other Economic Technological Political Cultural Buyer’s Black Box Buyer Characteristics Buyer Decision Process Buyer Responses Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount Characteristics Affecting Consumer Behavior Cultural Social Culture Reference groups Subculture Family Social class Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psychological Motivation Perception Learning Beliefs and attitudes Buyer 1. Cultural 2. Social 3. Personal 4. Psychological 1. Cultural Cultural a. Culture b. Sub-Culture c. Social Class a. Culture Set of values norms, attitudes, and other meaningful symbols that shape human behavior and the artifacts, or products, of that behavior as they are transmitted from one generation to the next. b. Subculture A homogeneous group of people who share elements of the overall culture as well as unique elements of their own group. c. Social Class A group of people in a society who are considered nearly equal in status or community esteem, who regularly socialize among themselves both formally and informally, and who share behavioral norms. 2. Social Social a. Reference Groups b. Family c. Role & Status a. Reference Group Reference Group A group in society that influences an individual’s purchasing behavior. Implications of Reference Groups They serve as information sources and influence perceptions They affect an individual’s aspiration levels Their norms either constrain or stimulate consumer behavior Opinion Leaders An individual who influences the opinion of others. b. Family Purchase Roles in the Family Children Influence Purchase Decisions Initiators Influencers Decision-Makers Purchasers Consumers c. Roles and Status
