Chapter 7: Behavioral Dimensions of the Consumer Market
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Buying Behavior: The Final Consumer and the Businessto-Business Consumer To Accompany Basic Marketing, 14th Edition by William D. Perreault, Jr. and E. Jerome McCarthy Your host: David J. Urban Professor of Marketing Virginia Commonwealth University Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Targeting & Segmentation S. W. O. T. Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic U. S. Population Trends Key Domestic Trends Birthrate U. S. Population Trends Key Domestic Trends Birthrate Aging Population U. S. Population Trends Key Domestic Trends Household Composition Birthrate Aging Population U. S. Population Trends Shifts to Suburban Areas Key Domestic Trends Household Composition Birthrate Aging Population U. S. Population Trends Regional Differences Shifts to Suburban Areas Key Domestic Trends Household Composition Birthrate Aging Population Ethnic Dimensions of the U. S. Market Buying Behavior Growth Rate Median Income Growth Accurate Target Identifying Potential International Markets Growth Focus: Rate of Growth Identifying Potential International Markets Growth Concentration Focus: Rate of Growth Focus: Population Density Identifying Potential International Markets Growth Concentration Literacy Focus: Rate of Growth Focus: Population Density Focus : Communication Concerns Identifying Potential International Markets Growth Concentration Literacy Money Focus: Rate of Growth Focus: Population Density Focus : Communication Concerns Focus:: Focus Relative Buying Power A Model of Buying Behavior Marketing Mixes Psychological Influences Motivation Perception Learning Attitude Personality/Lifestyle Person Making Decision All Other Stimuli A Model of Buying Behavior Marketing Mixes All Other Stimuli Psychological Influences Social Influences Motivation Perception Learning Attitude Personality/Lifestyle Person Making Decision Family Social Class Reference Groups Culture A Model of Buying Behavior Marketing Mixes All Other Stimuli Psychological Variables Social Influence Motivation Perception Learning Attitude Personality/Lifestyle Person Making Decision Family Social Class Reference Groups Culture Problem-Solving Process Person Does or Does Not Purchase (Response) Purchase Situation Purchase Reason Time Surroundings The PSSP Hierarchy of Needs Physiological Needs The PSSP Hierarchy of Needs Safety Needs Physiological Needs The PSSP Hierarchy of Needs Social Needs Safety Needs Physiological Needs The PSSP Hierarchy of Needs Personal Needs Social Needs Safety Needs Physiological Needs Needs Translate to Advertising The Learning Process Drive The Learning Process Drive Cues The Learning Process Drive Cues Reinforcement Response The Importance of Attitudes Lifestyle Dimensions Activities Interests Lifestyle Segment Profile Opinions Lifestyle Influences Social Influences Key Social Influences Culture Social Influences Key Social Influences Social Class Culture Social Influences Key Social Influences Reference Groups Social Class Culture Social Influences Family Decision Making Opinion Leaders Key Social Influences Reference Groups Social Class Culture Family Influences Consumer Problem Solving Awareness Focus: Need to Satisfy Consumer Problem Solving Awareness Gathering Information Focus: Need to Satisfy Focus: How Products Fill Needs Consumer Problem Solving Awareness Gathering Information Evaluating Alternatives Focus: Need to Satisfy Focus: How Products Fill Needs Focus: Ranking Products Consumer Problem Solving Awareness Gathering Information Evaluating Alternatives Choosing a Solution Focus: Need to Satisfy Focus: How Products Fill Needs Focus: Ranking Products Focus : Selecting a Product Solution Consumer Problem Solving Awareness Gathering Information Evaluating Alternatives Choosing a Solution Evaluating the Decision Focus: Need to Satisfy Focus: How Products Fill Needs Focus: Ranking Products Focus : Selecting a Product Solution Focus : How Did It Work Out? Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Extensive Problem Solving Low Involvement High Involvement Involvement Continuum Types of Consumer Decisions Low involvement Frequently purchased Inexpensive Little risk Little information needed High involvement Infrequently purchased Expensive High risk Much information desired Routinized Response Behavior Extensive Problem Solving Low Involvement High Involvement Involvement Continuum Types of Consumer Decisions High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Limited Problem Solving Low Involvement Extensive Problem Solving High Involvement Involvement Continuum Types of Organizational Buyers Manufacturers Retailers & Wholesalers Service Producers Governments Buying Centers Buyers Buying Center Buying Centers Buyers Buying Center Users Influencers Buying Centers Buyers Buying Center Gatekeepers Deciders Users Influencers Basic Methods in Organizational Buying Inspection Sampling Basic Methods Description Negotiated Contracts Organizational Buying Processes Type of Process Characteristics New-Task Buying Time Required Much Multiple Influences Much Review of Suppliers Much Information Needed Much Organizational Buying Processes Type of Process Characteristics New-Task Buying Modified Rebuy Time Required Much Medium Multiple Influences Much Some Review of Suppliers Much Some Information Needed Much Some Organizational Buying Processes Type of Process Characteristics New-Task Buying Modified Rebuy Straight Rebuy Time Required Much Medium Little Multiple Influences Much Some Little Review of Suppliers Much Some None Information Needed Much Some Little Social Influences Information Sharing Cooperation Key Dimensions Operational Linkage Buyer-Supplier Relationships Information Sharing Cooperation Key Dimensions Legal Bonds Operational Linkage Relationship Specific Adaptations Marketing Strategy Planning Process Narrowing down to focused strategy with quantitative and qualitative screening criteria Customers Needs and other Segmenting Dimensions Company Mission, Objectives, & Resources Targeting & Segmentation S. W. O. T. Positioning & Differentiation Competitors Current & Prospective External Market Environment Technology Political & Legal Social & Cultural Economic
