Chapter 5 Principles Of Marketing k2l3t

Chapter 5

Consumer markets and consumer buyer behavior

Consumer buyer behavior - Refers to the buying behavior of final consumers-individuals and households that buy foods and services for personal consumption.

Consumer market - All the individuals and households that buy or acquire goods and services for personal consumption.

Characteristics Affecting Consumer Behavior  Cultural Factors - Exert a broad deep influence on consumer behavior.  Culture - The most basic cause of a person’s wants and behavior.  Subculture - Include nationalities, religions, racial groups, and geographic regions.  Social Class - Society relatively permanent and ordered divisions whose share similar values, interest, and behaviors. - Not determined by a single factor, such as income, but is measured as a combination of occupation, education, wealth and other variables.  Social Factors - A consumer behavior also is influenced by a social factors, such as the consumer’s small groups, family, and social roles and status.  Group - Two or more people who interact to accomplish individual or mutual groups.  Opinion leader - A person within a reference group who because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.  Family - The most important consumer buying organization in society, and it has been researched extensively.  Roles and Status - A person who belong to many groups-family, clubs, organization, online communities. - A role consist of the activities people are expected to perform according to the people around them.

 Personal Factors - A buyer’s decisions also are influenced by personal characteristics such as the buyer’s age and life-cycle stage, occupation, economic situation, lifestyle, and personality and self-concept.  Age and life-cycle stage - People change the goods and services they buy over their lifetimes. - Life-stage changes usually result from demographics and life-changing eventsmarriage, having children, purchasing a home.  Occupation - A person’s occupation affects the goods and services bought.  Economic Situation - It will affect his or her product choices.  Lifestyle - A person’s pattern of living as expressed in his or her activities, interest, and options.  Personality and Self-Concept - The unique psychological characteristics that distinguish a person or group.  Psychological Factors - A person’s buying choices are further influence by four major psychological factors: motivation, perception, learning, and beliefs and attitudes.  Motivation Motive (drive) - A need that is sufficiently pressing to direct the person to seek satisfaction of the need.  Perception - The process by which people select, organize, and interpret information to form a meaningful picture of the world.  Learning - Changes in an individual’s behavior arising from experience.  Beliefs and Attitudes Belief- a descriptive thought that a person holds about something. Attitude- a person’s consistently favorable or unfavorable evaluations, feelings and tendencies toward an object or idea.

Types of Buying Decision Behavior  Complex buying behavior- consumer buying behavior in situations characterized by high consumer involvement in a purchase and significant perceived differences among brands.  Dissonance-Reducing Buying Behavior- consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

 Variety- seeking buying behavior- consumer behavior in situations characterized by low consumer involvement but significant perceived brand differences.  Habitual Buying Behavior- consumer buying behavior in situations characterized by low-consumer involvement and few significantly perceived brand differences.

The Buyer Decision Process  Need Recognition- the first stage of the buyer decision process, in which the consumer recognizes a problem or need.  Information Search- the stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into an active information search.  Evaluation of Alternative- the stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set.  Purchase Decision- the buyer’s decision about which brand to purchase.  Postpurchase behavior- the stage of the buyer decision process in which consumers take further action after purchase based on their satisfaction or dissatisfaction with a purchase. o Cognitive dissonance- buyer discomfort caused by postpurchase conflict.

The Buyer Decision Process for New Product New product- a good, service, or idea that is perceived by some potential customer as new. Adoption process- the mental process through which an individual es from first hearing about an innovation to final adoption. Stages in the Adoption Process o Awareness-the consumer becomes aware of the new product but lacks information about it. o Interest- the consumer seeks information about the new product. o Evaluation- The consumer considers whether trying the new product make sense. o Trial- the consumer tries the new product in a small scale to improve his or her estimate of its value. o Adoption- the consumer decides to make full and regular use of the new product.