Marketing: An Introduction
Thirteenth Edition
Chapter 5
Understanding
Consumer and
Business Buyer
Behavior
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objectives (1 of 4)
5-1. Understand the consumer market and the major
factors that influence consumer buyer behavior.
5-2. Identify and discuss the stages in the buyer
decision process.
5-3. Describe the adoption and diffusion process for
new products.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objectives (2 of 4)
5-4. Define the business market and identify the major
factors that influence business buyer behavior.
5-5. List and define the steps in the business buying
decision process.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objective 5-1
• Understand the consumer market and the major
factors that influence consumer buyer behavior.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Consumer Buyer Behavior and
Consumer Markets
Consumer buyer behavior
• Buying behavior of final consumers
Consumer market
• All the individuals and households that buy or acquire
goods and services for personal consumption
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Figure 5.1 - Model of Buyer Behavior
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Figure 5.2 - Factors Influencing
Consumer Behavior
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Cultural Factors (1 of 2)
Culture
• Set of basic values, perceptions, wants, and behaviors learned
by an individual from family and other important institutions
Subculture
• Group of people with shared value systems based on common
life experiences and situations
• Total market strategy integrates ethnic themes and cross-
cultural perspectives within a brand’s mainstream marketing
Social class
• Relatively permanent and ordered divisions in a society whose
members share similar values, interests, and behaviors
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Social Factors
• Groups
• Word-of-mouth influence
• Opinion leaders
• Online social networks
• Family
• Roles and status
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Personal Factors (1 of 2)
• Occupation
• Age and family life-cycle
• Economic situation
• Lifestyle
• Personality and self-concept
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and Attitudes
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Figure 5.3 Maslow’s Hierarchy of
Needs
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objective 5-1 Summary
• Consumer market and consumer buyer behavior
• Model of buyer behavior
– The environment, buyer’s black box, and buyer
responses
• Factors influencing consumer behavior
– Cultural
– Social
– Personal characteristics
– Psychological factors
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objective 5-2
• Identify and discuss the stages in the buyer
decision process.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Figure 5.4 - Buyer Decision Process
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Postpurchase Behavior
Postpurchase customer
satisfaction is a key to
building profitable
customer relationships.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objective 5-2 Summary
• Stages in the buyer decision process
– Need recognition
– Information search
– Alternative evaluation
– Purchase decision
– Postpurchase behavior
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Learning Objective 5-3
• Describe the adoption and diffusion process for new
products.
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Stages in the Adoption Process
• Awareness
• Interest
• Evaluation
• Trial
• Adoption
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Figure 5.5 - Adopter Categories Based on
Relative Time of Adoption of Innovations
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved
Characteristics Influencing an
Innovation’s Rate of Adoption
• Relative advantage
• Compatibility
• Complexity
• Divisibility
• Communicability
Copyright © 2017, 2015, 2013 Pearson Education, Inc. All Rights Reserved