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Chapter 5 Principles of Marketing

This document discusses consumer buyer behavior and the factors that influence it. It describes the consumer market and some key characteristics that affect consumer behavior, including cultural, social, personal, and psychological factors. It also outlines the different types of buying decision behaviors and stages in the buyer decision process, including need recognition, information search, evaluation, purchase decision, and postpurchase behavior. Finally, it discusses the adoption process for new products and the stages consumers go through - awareness, interest, evaluation, trial, and adoption.

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962 views3 pages

Chapter 5 Principles of Marketing

This document discusses consumer buyer behavior and the factors that influence it. It describes the consumer market and some key characteristics that affect consumer behavior, including cultural, social, personal, and psychological factors. It also outlines the different types of buying decision behaviors and stages in the buyer decision process, including need recognition, information search, evaluation, purchase decision, and postpurchase behavior. Finally, it discusses the adoption process for new products and the stages consumers go through - awareness, interest, evaluation, trial, and adoption.

Uploaded by

kp_popinj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Chapter 5

Consumer markets and


consumer buyer behavior
Consumer buyer behavior
- Refers to the buying behavior of final consumers-individuals and households that buy
foods and services for personal consumption.
Consumer market
- All the individuals and households that buy or acquire goods and services for personal
consumption.
Characteristics Affecting Consumer Behavior
Cultural Factors
- Exert a broad deep influence on consumer behavior.
Culture
- The most basic cause of a persons wants and behavior.
Subculture
- Include nationalities, religions, racial groups, and geographic regions.
Social Class
- Society relatively permanent and ordered divisions whose members share similar
values, interest, and behaviors.
- Not determined by a single factor, such as income, but is measured as a combination
of occupation, education, wealth and other variables.
Social Factors
- A consumer behavior also is influenced by a social factors, such as the consumers
small groups, family, and social roles and status.
Group
- Two or more people who interact to accomplish individual or mutual groups.
Opinion leader
- A person within a reference group who because of special skills, knowledge,
personality, or other characteristics, exerts social influence on others.
Family
- The most important consumer buying organization in society, and it has been
researched extensively.
Roles and Status
- A person who belong to many groups-family, clubs, organization, online
communities.
- A role consist of the activities people are expected to perform according to the people
around them.
Personal Factors
- A buyers decisions also are influenced by personal characteristics such as the buyers
age and life-cycle stage, occupation, economic situation, lifestyle, and personality and
self-concept.
Age and life-cycle stage
- People change the goods and services they buy over their lifetimes.
- Life-stage changes usually result from demographics and life-changing events-
marriage, having children, purchasing a home.
Occupation
- A persons occupation affects the goods and services bought.
Economic Situation
- It will affect his or her product choices.
Lifestyle
- A persons pattern of living as expressed in his or her activities, interest, and options.
Personality and Self-Concept
- The unique psychological characteristics that distinguish a person or group.
Psychological Factors
- A persons buying choices are further influence by four major psychological factors:
motivation, perception, learning, and beliefs and attitudes.
Motivation
Motive (drive)
- A need that is sufficiently pressing to direct the person to seek satisfaction of the need.
Perception
- The process by which people select, organize, and interpret information to form a
meaningful picture of the world.
Learning
- Changes in an individuals behavior arising from experience.
Beliefs and Attitudes
Belief- a descriptive thought that a person holds about something.
Attitude- a persons consistently favorable or unfavorable evaluations, feelings and
tendencies toward an object or idea.
Types of Buying Decision Behavior
Complex buying behavior- consumer buying behavior in situations characterized
by high consumer involvement in a purchase and significant perceived differences
among brands.
Dissonance-Reducing Buying Behavior- consumer buying behavior in situations
characterized by high involvement but few perceived differences among brands.
Variety- seeking buying behavior- consumer behavior in situations characterized
by low consumer involvement but significant perceived brand differences.
Habitual Buying Behavior- consumer buying behavior in situations characterized
by low-consumer involvement and few significantly perceived brand differences.
The Buyer Decision Process
Need Recognition- the first stage of the buyer decision process, in which the consumer
recognizes a problem or need.
Information Search- the stage of the buyer decision process in which the consumer is
aroused to search for more information; the consumer may simply have heightened
attention or may go into an active information search.
Evaluation of Alternative- the stage of the buyer decision process in which the consumer
uses information to evaluate alternative brands in the choice set.
Purchase Decision- the buyers decision about which brand to purchase.
Postpurchase behavior- the stage of the buyer decision process in which consumers take
further action after purchase based on their satisfaction or dissatisfaction with a purchase.
o Cognitive dissonance- buyer discomfort caused by postpurchase conflict.
The Buyer Decision Process for New Product
New product- a good, service, or idea that is perceived by some potential customer as new.
Adoption process- the mental process through which an individual passes from first hearing
about an innovation to final adoption.
Stages in the Adoption Process
o Awareness-the consumer becomes aware of the new product but lacks information
about it.
o Interest- the consumer seeks information about the new product.
o Evaluation- The consumer considers whether trying the new product make sense.
o Trial- the consumer tries the new product in a small scale to improve his or her
estimate of its value.
o Adoption- the consumer decides to make full and regular use of the new product.

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