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Pmk50us Pmt50us - Lecture 5

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23 views19 pages

Pmk50us Pmt50us - Lecture 5

Uploaded by

shiimbisakaria018
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 PPT, PDF, TXT or read online on Scribd
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Consumer Buyer

Behavior
Lecture 5

By: PN Haukongo
Learning Goals
1. Learn the consumer market and
construct model of consumer buyer
behavior
2. Know the four factors that influence
buyer behavior
3. Understand the types of buying
decision behavior and stages in the
process
Definition
• Consumer buyer behavior refers to the buying
behavior of final consumers (individuals and
households) who buy goods and services for
personal consumption.
• Marketers must understand the what, where,
when and how consumers buys products in
order to better predict how they will respond
to their marketing strategies.
• All of these final consumers (individuals and
households) combine to make up the
consumer market.

5-3
al 1: Learn the consumer market & construct model of buyer behavior
Characteristics affecting
Consumer Buying Behavior
 Culture

Key Factors • Is a person’s learned


value, perception,
behaviors that are
accepted by a
Cultural homogenous group of
people.
 Subculture
• People in main culture
who share common
value systems( e.g.
Rastafarian)
 Social Class
• Society’s divisions who
share values, interests
and behaviors(divide
according to education,
wealth etc)
Characteristics affecting Consumer
Buying Behavior
 Groups
Key Factors • Membership
• Reference
– Aspirational
• Word of mouth & Buzz
Social factors marketing
– Opinion Leaders
exert social influence
on others – uses as
brand ambassador
by marketers
 Family
• Many influencers
 Roles and Status
 Online social networks
Characteristics affecting Consumer
Buying Behavior
Key Factors 

Age and life cycle
Occupation
 Economic situation
 Lifestyle
Personal •A person’s patterns of living
as expressed by activities,
interests and
opinions(healthy food for a
healthy lifestyle)
 Personality and self-
concept
•Introvert
•Extrovert
•Competitiveness
•Workaholic
•Etc
Characteristics affecting Consumer
Buying Behavior

Key Factors  Motivation


 Perception
 Learning
Psychological  Beliefs and
attitudes
 Psychological Factors - Motivation

• A motive is a need that is sufficiently


pressing to direct the person to seek
satisfaction.
• Abraham Maslow ordered needs based on
how pressing they are to the consumer
5-9
 Psychological Factors - Perception
• Perception is the process by which people
select, organize, and interpret information
• Perception Includes:
• Selective attention (consumers screen out
information which matters to them)
• Selective distortion (people interpret information
to support beliefs)
 Psychological Factors - Learning

•Learning describes changes in an individual’s


behavior arising from experience
 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 person’s evaluations, feelings and
tendencies toward an object or idea
 Individual learns attitudes through experience
and interaction with other people
 They are difficult to change
Types of Buying Decision
Behavior
Complex
 Highly involved, seek more information about the
product, significant brand differences
 Example – computer, Automobile, Real Estate
Dissonance-reducing
 Highly involved, little brand differences, products in
the some price range are perceived the some.
 Example – Furniture
Habitual
 Low involvement, little brand differences
 Example – salt, cooking oil etc
Variety-seeking
 Low involvement, significant brand differences
 Example – cool drinks, sweets etc
NB:

High consumer involvement – consumer get


mostly involved in a purchase when the
product is expensive, important to them, not
bought often and there is high risk of making
a bad choice.

Low consumer involvement – consumer tend


to have low involvement with inexpensive
product they buy more often.

5 - 14
The Buyer Decision Process
Process Needs can be triggered by:
 Internal stimuli
Stages
Need recognition
• Normal needs
become strong
enough to drive
behavior
 External stimuli
• Advertisements
• From friends
The Buyer Decision Process
Process • Consumer become keen and
actively seeking for
Stages information.
• Sources of information:
Information search  Personal experience
 Commercials, pamphlets
etc.
 Publicly available
information
 Experiential (product
samples)
• Word-of-mouth
The Buyer Decision Process
Process • Evaluation procedure depends
on the consumer and the buying
Stages situation.
• Most buyers evaluate multiple
Evaluation of alternatives attributes, each of which is
weighted differently.
• At the end of the evaluation
stage, purchase intentions are
formed.
The Buyer Decision Process
Process • Two factors can happen
between purchase intentions
Stages and the actual purchase
decision:
Purchase decision and Actual  Attitudes of others toward
purchase the product you intend to
buy.
 Unexpected situational
factors (marketing offers
of competitors)
The Buyer Decision Process
Process • Cognitive dissonance
(inconsistent thoughts about

Stages your purchase) is common.

• Satisfaction is important:
 Delighted consumers
Post-purchase behavior 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.

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