Consumer Markets and
Consumer Buyer
Behavior
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
combine to make up the
consumer market
Stimulus-Response Model
of Consumer Behavior
Stimuli
Buyers Black Box
Buyer Response
4Ps
Other
characteristics
economic
technological
political
cultural
Buyer
characteristics
Buyer decision
process
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Characteristics Affecting
Consumer Behavior
Key Factors
Cultural
Social
Personal
Psychological
Culture
Forms a persons
wants and behavior
Subculture
Groups with shared
value systems
Social Class
Societys divisions
who share values,
interests and
behaviors
Characteristics Affecting
Consumer Behavior
Key Factors
Cultural
Social
Personal
Psychological
Groups
Membership
Reference
Aspirational
Opinion Leaders
Buzz marketing
Family
Many influencers
Roles and Status
Characteristics Affecting
Consumer Behavior
Key Factors
Cultural
Social
Personal
Psychological
Age and life cycle
Occupation
Economic situation
Lifestyle
Activities, interests and
opinions
Lifestyle segmentation
Personality and selfconcept
Characteristics Affecting
Consumer Behavior
Brand Personality Dimensions
Sincerity
Ruggedness
Excitement
Competence
Sophistication
Characteristics Affecting
Consumer Behavior
Key Factors
Cultural
Social
Personal
Psychological
Motivation
Perception
Learning
Beliefs and
attitudes
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 motivation
Maslow ordered needs based on
how pressing they are to the
consumer
Psychological Factors
Perception
Perception is the process by which
people select, organize, and
interpret information
Perception Includes:
Selective attention
Consumers screen out information
Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
Psychological Factors
Learning
Learning describes changes in an
individuals behavior arising from
experience
Learning occurs through:
Drives
Internal stimulus that calls for action
Stimuli
Objects that move drive to motive
Cues
Minor stimuli that affect response
Reinforcement
Feedback on action
Goal 2: Know the four factors that influence consumer buying behavio
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 persons evaluations,
feelings and tendencies toward an
object or idea
They are difficult to change
Types of Buying
Decision Behavior
Complex
Highly involved, significant brand differences
Example computer
Dissonance-reducing
Highly involved, little brand differences
Example carpeting
Habitual
Low involvement, little brand differences
Example salt
Variety-seeking
Low involvement, significant perceived brand
differences
Example cookies
The Buyer Decision
Process
Process
NeedStages
recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Needs can be triggered
by:
Internal stimuli
Normal needs
become strong
enough to drive
behavior
External stimuli
Advertisements
Friends of friends
The Buyer Decision
Process
Process
NeedStages
recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Consumers exhibit
heightened attention or
actively search for
information.
Sources of information:
Personal
Commercial
Public
Experiential
Word-of-mouth
The Buyer Decision
Process
Process
NeedStages
recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Evaluation procedure
depends on the consumer
and the buying situation.
Most buyers evaluate
multiple attributes, each of
which is weighted
differently.
At the end of the evaluation
stage, purchase intentions
are formed.
The Buyer Decision
Process
Process
NeedStages
recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Two factors intercede
between purchase
intentions and the actual
decision:
Attitudes of others
Unexpected situational
factors
The Buyer Decision
Process
Process
NeedStages
recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Satisfaction is important:
Delighted consumers
engage in positive
word-of-mouth.
Unhappy customers
tell on average 11
other people.
It costs more to attract
a new customer than it
does to retain an
existing customer.
Cognitive dissonance is
common
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
stages.
Buyer Decision Process
for New Products
Stages in the Adoption
Process
Awareness
Evaluation
Interest
Trial
Adoption
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.
Product Characteristics and Adoption
Five product characteristics influence
the adoption rate.
Buyer Decision Process
for New Products
Product Characteristics
Relative Advantage
Compatibility
Complexity
Divisibility
Communicability
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 marketing mix.
Customs vary from country to country.
Marketers must decide the degree to
which they will adapt their marketing
efforts.
