Consumer markets and consumer buyer behavior

Июль 23, 2022

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Consumer markets and consumer buyer behavior

Содержание

2. Learning Goals Learn the consumer market and construct model of consumer buyer behavior Know the four
3. Case Study Harley Davidson Building Success Understanding the customers’ emotions and motivation Determining the factors of
4. Definitions Consumer buyer behavior refers to the buying behavior of final consumers – individuals and households
5. Stimulus-Response Model of Consumer Behavior Stimuli 4P’s Other characteristics economic technological political cultural Buyer Response Product
6. Characteristics Affecting Consumer Behavior Culture Forms a person’s wants and behavior Subculture Groups with shared value
7. Characteristics Affecting Consumer Behavior Groups Membership Reference Aspirational Opinion Leaders Buzz marketing Family Many influencers Roles
8. Characteristics Affecting Consumer Behavior Age and life cycle Occupation Economic situation Lifestyle Activities, interests and opinions
9. Brand Personality Dimensions Characteristics Affecting Consumer Behavior Sincerity Ruggedness Excitement Competence Sophistication Goal 2: Know the
10. Characteristics Affecting Consumer Behavior Motivation Perception Learning Beliefs and attitudes Cultural Social Personal Psychological Key Factors
11. Psychological Factors Motivation A motive is a need that is sufficiently pressing to direct the person
12. Psychological Factors Perception Perception is the process by which people select, organize, and interpret information Perception
13. Psychological Factors Learning Learning describes changes in an individual’s behavior arising from experience Learning occurs through:
14. Psychological Factors Beliefs and Attitudes Belief a descriptive thought about a brand or service may be
15. Types of Buying Decision Behavior Complex Highly involved, significant brand differences Example – computer Dissonance-reducing Highly
16. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Needs
17. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Consumers
18. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Evaluation
19. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Two
20. The Buyer Decision Process Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior Satisfaction
21. Buyer Decision Process for New Products New Products Good, service or idea that is perceived by
22. Stages in the Adoption Process Buyer Decision Process for New Products Awareness Evaluation Interest Trial Adoption
23. Buyer Decision Process for New Products Individual Differences in Innovativeness Consumers can be classified into five
24. Product Characteristics Buyer Decision Process for New Products Relative Advantage Compatibility Complexity Divisibility Communicability Goal 4:
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Слайд 2

Learning Goals
Learn the consumer market and construct model of consumer buyer

behavior
Know the four factors that influence buyer behavior
Understand the types of buying decision behavior and stages in the process
Comprehend the adoption and diffusion process for new products

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Case Study Harley Davidson
Building Success
Understanding the customers’ emotions and motivation
Determining the factors

of loyalty
Translating this information to effective advertising

Measuring Success
Currently 22% of all U.S. bike sales
Demand above supply
Sales doubled in the past 5 years with earnings tripled.

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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

Goal 1: Learn the consumer market & construct model of buyer behavior

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Stimulus-Response Model of Consumer Behavior
Stimuli
4P’s
Other characteristics
economic
technological
political
cultural
Buyer Response
Product

choice
Brand choice
Dealer choice
Purchase timing
Purchase amount

Buyer’s Black Box
Buyer characteristics
Buyer decision process

Goal 1: Learn the consumer market & construct model of buyer behavior

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Characteristics Affecting Consumer Behavior
Culture
Forms a person’s wants and behavior
Subculture
Groups with shared

value systems
Social Class
Society’s divisions who share values, interests and behaviors

Cultural
Social
Personal
Psychological

Key Factors

Goal 2: Know the four factors that influence consumer buying behavior

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Characteristics Affecting Consumer Behavior
Groups
Membership
Reference
Aspirational
Opinion Leaders
Buzz marketing
Family
Many influencers
Roles and Status
Cultural
Social
Personal
Psychological
Key Factors
Goal 2:

Know the four factors that influence consumer buying behavior

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Characteristics Affecting Consumer Behavior
Age and life cycle
Occupation
Economic situation
Lifestyle
Activities, interests and opinions
Lifestyle

segmentation
Personality and self-concept

Cultural
Social
Personal
Psychological

Key Factors

Goal 2: Know the four factors that influence consumer buying behavior

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Brand Personality Dimensions
Characteristics Affecting Consumer Behavior
Sincerity
Ruggedness
Excitement
Competence
Sophistication
Goal

2: Know the four factors that influence consumer buying behavior

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Characteristics Affecting Consumer Behavior
Motivation
Perception
Learning
Beliefs and attitudes
Cultural
Social
Personal
Psychological
Key Factors
Goal 2: Know the four

factors that influence consumer buying behavior

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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

Goal 2: Know the four factors that influence consumer buying behavior

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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

Goal 2: Know the four factors that influence consumer buying behavior

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Psychological Factors Learning
Learning describes changes in an individual’s 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 behavior

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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
They are difficult to change

Goal 2: Know the four factors that influence consumer buying behavior

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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