Lecture Principles of Marketing - Chapter 5: Consumer and business buyer behavior

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After studying this chapter you will: Understand the consumer market and the major factors that influence consumer buyer behavior, identify and discuss the stages in the buyer decision process, describe the adoption and diffusion process for new products, define the business market and identify the major factors that influence business buyer behavior, list and define the steps in the business buying decision process.

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Nội dung Text: Lecture Principles of Marketing - Chapter 5: Consumer and business buyer behavior

Chapter Five Consumer and Business Buyer Behavior
Roadmap: Previewing the Concepts 1. Understand the consumer market and the major factors that influence consumer buyer behavior. 2. Identify and discuss the stages in the buyer decision process. 3. Describe the adoption and diffusion process for new products. 4. Define the business market and identify the major factors that influence business buyer behavior. 5. List and define the steps in the business buying decision process. Copyright 2007, Prentice Hall, Inc. 5-2
Case Study HarleyDavidson – Devoted Consumers Building Success Measuring Success  Offers good bikes,  Currently has 23% of all upgraded showrooms U.S. bike sales and 50% of and sales tactics. heavyweight segment.  Research has helped to  Demand above supply with understand customers’ waiting lists up to 2 years. emotions and motivation.  Sales doubled in the past  Consumer emotions, six years while earnings motivations, and lifestyle have tripled. have been translated into  2005: 19th straight year of effective advertising. record sales and income.
Consumer Buying Behavior  Refers to the buying behavior of people who buy goods and services for personal use.  These people make up the consumer market.  The central question for marketers is: – “How do consumers respond to various marketing efforts the company might use?”
Model of Buying Behavior  Marketing factors and other stimuli are inputs into the “buyer’s black box.”  Here, stimuli are evaluated in light of the buyer decision process and the buyer’s characteristics.  Buyer responses influence choice of the product, brand, vendor, as well as the timing and amount of purchase.
Culture  Culture is the most basic cause of a person's wants and behavior. – Culture is learned from family, church, school, peers, colleagues. – Culture reflects basic values, perceptions, wants, and behaviors. – Cultural shifts create opportunities for new products or may otherwise influence consumer behavior.
Consumer Buying Behavior  Factors influencing consumer behavior: – Cultural factors: • Culture, subculture, social class – Social factors: • Reference groups, family, roles and status – Personal factors: • Age/life-cycle, occupation, economic situation, lifestyle, personality and self-concept – Psychological factors: • Motivation, perception, learning, beliefs, and attitudes
Culture  Subculture – Groups of people with shared value systems based on common life experiences.  Major Groups – Hispanic Consumers – African-American Consumers – Asian-American Consumers – Mature Consumers
Social Class  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.
Social Factors  Groups: – Membership, Reference (Opinion Leaders), Aspirational  Family: – Most important consumer buying organization  Roles and Status: – Role = Expected activities – Status = Esteem given to role by society
Personal Factors  Age and Life-Cycle Stage – People change the goods they buy over their lifetimes.  Occupation – Occupation influences the purchase of clothing and other goods.  Economic Situation – Some goods and services are especially income-sensitive.
Personal Factors  Lifestyle: – Pattern of living as expressed in psychographics • Activities • Interests • Opinions
Personality & Self-Concept  Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.  Generally defined in terms of traits.  Self-concept suggests that people’s possessions contribute to and reflect their identities.
Motives and Needs  A motive (or drive)  Maslow’s hierarchy is a need that is of needs implies sufficiently pressing that lower level to direct the person needs must be satisfied prior to to seek satisfaction. higher level needs.  Maslow’s hierarchy – Physiological needs of needs explains – Safety needs why people are – Social needs driven by needs at – Esteem needs particular times. – Self-Actualization
Perception  Process by which people select, organize, and interpret information to form a meaningful picture of the world. – Selective attention – Selective distortion – Selective retention
Learning  A relatively permanent change in behavior due to experience.  Interplay of drives, stimuli, cues, responses, and reinforcement.  Strongly influenced by the consequences of an individual’s behavior – Behaviors with satisfying results tend to be repeated. – Behaviors with unsatisfying results tend not to be repeated.
Beliefs & Attitudes  A belief is a descriptive thought that a person holds about something.  An attitude is a person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.
Buying Decision Process  Need recognition  Information search  Evaluation of alternatives  Purchase decision  Postpurchase behavior
Sources of Information  Personal  Commercial  Public  Experiential
Buying Decision Process  Factors that influence purchase decision: – Attitudes of others – Unexpected situational factors