Chapter-5---Consumer-and-Buyer-Behavior

Copyright©2015PearsonEducation,Inc.2PreviewingtheConcepts1.Whatistheconsumermarket?Whatarethemajorfactorsthatinfluenceconsumerbuyerbehavior?2.Whatarethestagesinthebuyerdecisionprocess?3.Whatistheadoptionanddiffusionprocessfornewproducts?4.Whatisthebusinessmarket?Whatarethemajorfactorsthatinfluencebusinessbuyerbehavior?5.Whatarethestepsinthebusinessbuyingdecisionprocess?2Copyright©2015PearsonEducation,Inc.ConsumerMarketsandConsumerBuyingBehavior•Consumerbuyingbehavior:•Referstothebuyingbehaviorofindividualsandhouseholdswhobuy,useanddisposeofproducts,services,ideas,etc.forpersonaluse.•Thesepeoplemakeuptheconsumermarket.•Thecentralquestionformarketersis:•“Howdoconsumersrespondtovariousmarketingeffortsthecompanymightuse?”•MarketingeffortsNotjustadvertising!!Copyright2013,PearsonEducationInc.,PublishingasPrentice-Hall3Copyright©2015PearsonEducation,Inc.Figure5.1-ModelofBuyerBehavior5-4Copyright©2015PearsonEducation,Inc.ExampleGolferBehaviorCopyright©2015PearsonEducation,Inc.Figure5.2-FactorsInfluencingConsumerBehavior5-6CharacteristicsAffectingConsumerBehaviorKeyFactors•Cultural•Social•Personal•Psychological•Culture•Subculture–Hispanicconsumers–AfricanAmericans–AsianAmericans•SocialClass7Copyright©2015PearsonEducation,Inc.Culture•Cultureisthemostbasiccauseofaperson’swantsandbehavior•Cultureislearnedfromthesociety,family,andotherinstitutions•Culturereflectsbasicvalues,perceptions,wants,andbehaviors•Culturalshiftscreateopportunitiesfornewproductsormayotherwiseinfluenceconsumerbehavior8MarketingtoSubcultures•Subculture:agroupofpeoplewhosharevaluesystemsbasedoncommonlifeexperiencesorsharedperspectives•MarketersmarkettosubculturegroupsbecausetheirneedsareoftenunderservedinthemarketplaceMarketinginAction9Copyright©2015PearsonEducation,Inc.SuperBowl…•=G6-kRSEbQbgCopyright©2015PearsonEducation,Inc.TypesofSubcultures•Race•Nationality•Religion•Geographic•CommoninterestCopyright©2015PearsonEducation,Inc.Subcultures…Copyright©2015PearsonEducation,Inc.GoodandBadCopyright©2015PearsonEducation,Inc.•SocialClass:society’srelativelypermanentandordereddivisionswhosememberssharesimilarvalues,interests,andbehaviors•OftenoperationalizedbySES•Socio-economicstatus•Income,Occupation,andEducation•Sometimeswealth,income,othervariablesalsoincludedSocialClass14Copyright©2015PearsonEducation,Inc.SocialClass•TheMajorAmericanSocialClasses•Upperclass•Middleclass•Workingclass•LowerclassCopyright©2015PearsonEducation,Inc.Arazorasa...classindicator?!CharacteristicsAffectingConsumerBehaviorKeyFactors•Cultural•Social•Personal•Psychological•SocialGroups–Membership–Reference–Aspirational–Opinionleaders•Family•RolesandStatus17Copyright©2015PearsonEducation,Inc.SocialFactorsGroupsWord-of-mouthinfluenceOpinionleaderOnlinesocialnetworksFamilyRolesandstatus5-18Copyright©2015PearsonEducation,Inc.•Membership•Groupyoubelongto•Referencegroup•Aspirational•GroupyouWANTtobelongto,areinfluencedby•Ex:NBAstars,Hollywoodcelebrities,CEOs,“normalfamily”…•Conformity:behaviorchangesduetogrouppressure•Role:Setofexpectedactivitiesassociatedwithaposition•Status:esteemassociatedwitharoleSocialGroups19Smart,power-seekingBritishvillainsasanaspirationreferencegroup:TomHiddleston,BenKingsley,andMarkStrongwerefeaturedinJaguar’s2014Superbowlad,stating,“WealldriveaJaguar.”Copyright©2015PearsonEducation,Inc.QuickQuestion!•Whichrolesdoyouplayinyourdailylife?•Canyouthinkofhowtheyaffectproduct/brandpurchase?Copyright©2015PearsonEducation,Inc.•Marketersattempttoreachopinionleaderswithingroupsimportanttotargetmarket•Opinionleaders:Peoplewhoinfluenceothers’attitudesorbehaviorsbecauseothersperceivethemaspossessingexpertiseabouttheproduct•Have:highinterestinproduct,highknowledgeaboutproduct,mayimpartpositiveANDnegativeinformation•Amongthefirsttobuyaproduct•Celebrities,peergroups,“marketmavens,”sportsfigures,popularstudents,endorsersUsingSocialGroups21Copyright©2015PearsonEducation,Inc.Question??•Areanyofyouopinionleaders?•Areyouthefirstpersonyourfriendscallwhentheywanttoknowaboutaparticularproduct/service?CharacteristicsAffectingConsumerBehaviorKeyFactors•Cultural•Social•Personal•Psychological•Ageandlifecycle•Occupation•Economicsituation•Lifestyle–Activities,interestsandopinions–Lifestylesegmentation•Personalityandself-concept–BrandPersonality23Copyright©2015PearsonEducation,Inc.PersonalFactors•Ageandlife-cyclestage:•Peoplechangethegoodstheybuyovertheirlifetimes.•Parentswithchildrenpurchasedifferentvehiclesthandoolderadultswhosekidsaregrown.24PersonalFactors-Lifestyle•Lifestyle:Apatternoflivingthatdetermineshowpeoplechoosetospendtheirtime,money,andenergy•Psychographics:groupconsumersaccordingtopsychologicalandbehavioralsimilarities25PersonalFactors-Personality•Thesetofuniquepsychologicalcharacteristicsthatconsistentlyinfluencesthewayapersonrespondstosituationsintheenvironment•Self-concepttheorysuggeststhatpeople’spossessionscontributetoandreflecttheiridentities•Brandsalsohavepersonalities:–Sincerity,Excitement,Ruggedness,Competence,Sophistication26BrandIdent