Chapter 6 Analyzing Consumer Markets and Buyer Behavior

Chapter 6 Analyzing Consumer Markets and Buyer Behavior Power. Point by Karen E. James Louisiana State University - Shreveport © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 0

Objectives § Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. § Describe how the consumer makes a purchasing decision. © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 1

Consumer Behavior § The field of Consumer Behavior: “studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. ” © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 2

How and Why Consumers Buy § Buying behavior is influenced by: – Cultural factors – Social factors – Personal factors – Psychological factors © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 3

How and Why Consumers Buy Influence Factors § Cultural § Culture § Social § Subculture § Personal § Psychological © 2003 Prentice Hall, Inc. § Exert broadest and deepest influence § Social classes To accompany A Framework for Marketing Management, 2 nd Edition 4

How and Why Consumers Buy Major U. S. Social Classes § Uppers § Middle Class § Lower Uppers § Working Class § Upper Middles § Upper Lowers §Lowers © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 5

How and Why Consumers Buy Influence Factors § Reference groups – Membership l § Cultural Primary vs. secondary – Aspirational vs. dissociative § Social § Personal § Family § Psychological § Social roles and statuses © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 6

How and Why Consumers Buy Influence Factors § Age § Cultural § Occupation § Stage in life cycle § Social § Economic circumstances § Personal § Lifestyle § Psychological § Personality © 2003 Prentice Hall, Inc. § Self-concept To accompany A Framework for Marketing Management, 2 nd Edition 7

How and Why Consumers Buy VALS 2 classifies U. S. adults into eight psychographic groups § Actualizers § Believers § Fulfilleds § Strivers § Achievers § Makers § Experiencers § Strugglers © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 8

How and Why Consumers Buy Influence Factors § Motivation § Perception § Cultural § Learning § Social § Beliefs § Personal § Attitudes § Psychological © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 9

Consumer Buying Decision Process § In addition to understanding how these factors influence consumers, marketers must identify and understand: – Who makes the buying decision – The types of buying decisions – The stages in the buying process © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 10

Consumer Buying Decision Process Understand § Initiator § Influencer § Buying roles § Decider § Buying behavior § Buyer § Buying decision process § User © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 11

Consumer Buying Decision Process Understand § Buying roles § Buying behavior § Buying decision process © 2003 Prentice Hall, Inc. § Complex buying behavior § Dissonancereducing buying behavior § Habitual buying behavior § Variety-seeking buying behavior To accompany A Framework for Marketing Management, 2 nd Edition 12

Consumer Buying Decision Process Understand § Problem recognition § Information search § Buying roles § Buying behavior § Buying decision process © 2003 Prentice Hall, Inc. § Evaluation of alternatives § Purchase decision § Postpurchase behavior To accompany A Framework for Marketing Management, 2 nd Edition 13

Consumer Buying Decision Process § Postpurchase Behavior: – Consumers’ expectations are compared to performance – Postpurchase satisfaction influences future behavior l Purchasing behavior l Word-of-mouth communications © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 14

Consumer Buying Decision Process § Marketers should attempt to influence and monitor postpurchase behavior – Postpurchase communications reduce dissonance, returns, and order cancellations – Talk with customers to discover new uses for existing products – Investigate methods of product disposal © 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition 15