LIT
- 1. 5-1 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Chapter 5 Consumer Markets and Consumer Buyer Behavior 息 Copyright 1999 Prentice Hall
- 2. Consumer Buying Behavior 5-2 Consumer Buying Behavior refers to the buying behavior of final consumers (individuals & households) who buy goods and services for personal consumption. Study consumer behavior to answer: How do consumers respond to marketing efforts the company might use? 息 Copyright 1999 Prentice Hall
- 3. Model of Consumer Behavior 5-3 Product Economic Marketing and Price Other Stimuli Technological Place Political Promotion Cultural Buyers Characteristics Decision Affecting Process Buyers Black Box Consumer Behavior Product Choice Purchase Timing Brand Choice Buyers Response Purchase Dealer Choice Amount 息 Copyright 1999 Prentice Hall
- 4. Characteristics Affecting 5-4 Consumer Behavior Culture Social Personal Psychological Buyer 息 Copyright 1999 Prentice Hall
- 5. Factors Affecting Consumer Behavior: 5-5 Culture Most basic cause of a person's wants and behavior. Values Perceptions Subculture Social Class Groups of people with shared People within a social class value systems based on common tend to exhibit similar buying life experiences. behavior. Hispanic Consumers Occupation African American Consumers Income Asian American Consumers Education Mature Consumers Wealth 息 Copyright 1999 Prentice Hall
- 6. Factors Affecting Consumer Behavior: 5-6 Social Groups Membership Reference Family Husband, wife, kids Social Factors Influencer, buyer, user Roles and Status 息 Copyright 1999 Prentice Hall
- 7. Factors Affecting Consumer Behavior: 5-7 Personal Personal Influences Age and Family Life Cycle Occupation Stage Economic Situation Personality & Self-Concept Lifestyle Identification Activities Opinions Interests 息 Copyright 1999 Prentice Hall
- 8. VALS 2 5-8 Actualizers Abundant Resources Principle Oriented Status Oriented Action Oriented Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers Minimal Resources 息 Copyright 1999 Prentice Hall
- 9. Factors Affecting Consumer Behavior: 5-9 Psychological Motivation Beliefs and Psychological Factors Perception Attitudes Learning 息 Copyright 1999 Prentice Hall
- 10. Maslows Hierarchy of Needs 5-10 Self Actualization (Self-development) Esteem Needs ( self-esteem, status) Social Needs (sense of belonging, love) Safety Needs (security, protection) Physiological Needs (hunger, thirst) 息 Copyright 1999 Prentice Hall
- 11. Types of Buying Decisions 5-11 High Low Involvement Involvement Significant differences Complex Variety- between Buying Seeking brands Behavior Behavior Few differences Dissonance- Habitual between Reducing Buying Buying brands Behavior Behavior 息 Copyright 1999 Prentice Hall
- 12. The Buyer Decision Process 5-12 Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior 息 Copyright 1999 Prentice Hall
- 13. The Buyer Decision Process 5-13 Step 1. Need Recognition Need Recognition Difference between an actual state and a desired state Internal Stimuli External Stimuli Hunger TV advertising Thirst Magazine ad A persons normal Radio slogan needs Stimuli in the environment 息 Copyright 1999 Prentice Hall
- 14. The Buyer Decision Process 5-14 Step 2. Information Search Family, friends, neighbors Personal Sources Most influential source of information Advertising, salespeople Commercial Sources Receives most information from these sources Mass Media Public Sources Consumer-rating groups Handling the product Experiential Sources Examining the product Using the product 息 Copyright 1999 Prentice Hall
- 15. 5-15 The Buyer Decision Process Step 3. Evaluation of Alternatives Product Attributes Evaluation of Quality, Price, & Features Degree of Importance Which attributes matter most to me? Brand Beliefs What do I believe about each available brand? Total Product Satisfaction Based on what Im looking for, how satisfied would I be with each product? Evaluation Procedures Choosing a product (and brand) based on one or more attributes. 息 Copyright 1999 Prentice Hall
- 16. The Buyer Decision Process 5-16 Step 4. Purchase Decision Purchase Intention Desire to buy the most preferred brand Attitudes Unexpected of others situational factors Purchase Decision 息 Copyright 1999 Prentice Hall
- 17. The Buyer Decision Process 5-17 Step 5. Postpurchase Behavior Consumers Expectations of Products Performance Products Perceived Performance Satisfied Dissatisfied Customer! Customer Cognitive Dissonance 息 Copyright 1999 Prentice Hall
- 18. Stages in the Adoption Process 5-18 Awareness Interest Evaluation Trial Adoption 息 Copyright 1999 Prentice Hall
- 19. Adoption of Innovations 5-19 Percentage of Adopters Early Majority Late Majority Innovators Early 34% 34% Laggards Adopters 13.5% 16% 2.5% Time of Adoption Early Late 息 Copyright 1999 Prentice Hall
- 20. Influences on the Rate of Adoption 5-20 of New Products Communicability Relative Advantage Can results be easily Is the innovation observed or described superior to existing to others? products? Product Characteristics Compatibility Divisibility Does the innovation Can the innovation fit the values and be used on a experience of the trial basis? target market? Complexity Is the innovation difficult to understand or use? 息 Copyright 1999 Prentice Hall