Chapter Five
Consumer Markets and Consumer
Buyer Behavior
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Consumer Markets and Consumer
Buyer Behavior
Topic Outline
• Model of Consumer Behavior
• Characteristics Affecting Consumer
Behavior
• Types of Buying Decision Behavior
• The Buyer Decision Process
• The Buyer Decision Process for
New Products
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Model of Consumer Behavior
• Consumer buyer behavior refers to the
buying behavior of final consumers—
individuals and households who buy
goods and services for personal
consumption
• Consumer market refers to all of the
personal consumption of final
consumers
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Model of Consumer Behavior
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Chapter 5- slide 4
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Characteristics Affecting
Consumer Behavior
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Chapter 5- slide 5
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Characteristics Affecting
Consumer Behavior
Culture is the learned values,
perceptions, wants, and behavior from
family and other important institutions
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Characteristics Affecting
Consumer Behavior
• Subculture are groups of people within
a culture with shared value systems
based on common life experiences and
situations
– Hispanic
– African American
– Asian
– Mature consumers
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Characteristics Affecting
Consumer Behavior
Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values,
interests, and behaviors
• Measured by a combination of
occupation, income, education, wealth,
and other variables
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Characteristics Affecting
Consumer Behavior
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Membership Aspirational Reference
Groups Groups Groups
• Groups with • Groups an • Groups that
direct individual form a
influence wishes to comparison
and to belong to or
which a reference
person in forming
belongs attitudes or
behavior
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
• Word-of-mouth influence and buzz
marketing
– Opinion leaders are people within a
reference group who exert social influence
on others
– Also called influentials or leading adopters
– Marketers identify them to use as brand
ambassadors
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Characteristics Affecting
Consumer Behavior
Groups and Social Networks
• Online social networks are online
communities where people socialize or
exchange information and opinions
• Include blogs, social networking sites
(facebook), virtual worlds (second life)
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Characteristics Affecting
Consumer Behavior
Social Factors
• Family is the most important consumer-
buying organization in society
• Social roles and status are the groups,
family, clubs, and organizations that a
person belongs to that can define role
and social status
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Characteristics Affecting
Consumer Behavior
Personal Factors
• Age and life-cycle stage
• RBC Royal Band stages
– Youth—younger than 18
– Getting started—18-35
– Builders—35-50
– Accumulators—50–60
– Preservers—over 60
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Characteristics Affecting
Consumer Behavior
Personal Factors
Occupation affects the goods and
services bought by consumers
Economic situation includes
trends in:
Personal Interest
Savings
income rates
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Characteristics Affecting
Consumer Behavior
Personal Factors
Lifestyle is a person’s pattern of living as
expressed in his or her
psychographics
• Measures a consumer’s AIOs (activities,
interests, opinions) to capture
information about a person’s pattern of
acting and interacting in the
environment
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Characteristics Affecting
Consumer Behavior
Personal Factors
• Personality and Self-Concept
– Personality refers to the unique
psychological characteristics that lead to
consistent and lasting responses to the
consumer’s environment
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Characteristics Affecting
Consumer Behavior
Personal
Factors Dominance Autonomy
Defensiveness Adaptability Aggressiveness
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Motivation
Perception
Learning
Beliefs
and
attitudes
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Characteristics Affecting
Consumer Behavior
PsychologicalFactors
Motivation
A motive is a need that is sufficiently
pressing to direct the person to seek
satisfaction
Motivation research refers to qualitative
research designed to probe consumers’
hidden, subconscious motivations
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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 from three perceptual
processes
– Selective attention
– Selective distortion
– Selective retention
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Characteristics Affecting
Consumer Behavior
Psychological
Factors
Selective attention is the tendency for
people to screen out most of the
information to which they are exposed
Selective distortion is the tendency for
people to interpret information in a way that
will support what they already believe
Selective retention is the tendency to
remember good points made about a brand
they favor and forget good points about
competing brands
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Characteristics Affecting
Consumer Behavior
Psychological Factors
• Learning is the change in an
individual’s behavior arising from
experience and occurs through interplay
of:
Drives Stimuli Cues
Responses Reinforcement
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Beliefs and Attitudes
Belief is a descriptive thought that a
person has about something based on:
• Knowledge
• Opinion
• Faith
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Attitudes describe a person’s relatively
consistent evaluations, feelings, and
tendencies toward an object or idea
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Types of Buying Decision
Behavior
Complex buying behavior
Dissonance-reducing buying
behavior Habitual buying behavior
Variety-seeking buying behavior
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The Buyer Decision Process
Need Recognition
• Occurs when the buyer recognizes a
problem or need triggered by:
– Internal stimuli
– External stimuli
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The Buyer Decision Process
Information Search
Sources of Information
• Personal sources—family
and friends
• Commercial sources—advertising,
Internet
• Public sources—mass media, consumer
organizations
• Experiential sources—handling,
examining,
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the product
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The Buyer Decision Process
Evaluation of Alternatives
• How the consumer processes
information to arrive at brand choices
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The Buyer Decision Process
Purchase Decision
• The act by the consumer to buy the most
preferred brand
• The purchase decision can be affected
by:
– Attitudes of others
– Unexpected situational factors
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The Buyer Decision Process
Postpurchase Decision
• The satisfaction or dissatisfaction that the
consumer feels about the purchase
• Relationship between:
– Consumer’s expectations
– Product’s perceived performance
• The larger the gap between expectation
and performance, the greater the
consumer’s dissatisfaction
• Cognitive dissonance is the discomfort
caused by a postpurchase conflict
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The Buyer Decision Process
Post-Purchase Decision
Customer satisfaction is a key to
building profitable relationships with
consumers—to keeping and growing
consumers and reaping their customer
lifetime value
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The Buyer Decision Process
for New Products
Adoption process is the mental process
an individual goes through from first
learning about an innovation to final
regular use.
• Stages in the process include:
Awareness Interest Evaluation Trial Adoption
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The Buyer Decision Process for
New Products
Influence of Product Characteristics
on Rate of Adoption
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permission of the publisher. Printed in the United States of America.
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