1
CHAPTER
6
MARKETING STARTS
WITH CUSTOMERS
6-1 Understanding Consumer Behavior
6-2 What Motivates Buyers?
6-3 Influencing Consumer Decisions
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©WYETH
Focus Questions:
 Is the advertising
appealing to children,
parents, or both? In what
ways?
 What is appealing about
the product that would
influence parents to
purchase Dimetapp Cold
& Allergy rather than
another brand of
medication?
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6-1
UNDERSTANDING
CONSUMER BEHAVIOR
GOALS
Describe the importance of
understanding consumer behavior.
Demonstrate an understanding of
consumers’ wants and needs.
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Marketers must understand
consumer behavior to insure the
success of a business
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Consumer Behavior
Two Basic Types:
 Final consumers
 Business consumers
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Why is it important to understand
consumer behavior
Consumer behavior gives insights into
why consumers buy certain products and
how they use them, which marketers can
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reveal answer
use in developing
strategy.
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Consumers’ Wants and Needs
A want is an unfulfilled desire.
A need is anything you require to live.
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According to Maslow’s hierarchy
of needs, people progress through
a series of needs from
physiological to security, social,
esteem, and finally selfactualization
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Maslow’s Hierarchy of Needs
Self-Actualization
(to realize your potential)
Esteem
(respect and recognition)
Social
(friends, love, belonging)
Security
(physical safety and economic security)
Physiological
(food, sleep, water, shelter, air)
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What factors determine consumer
wants and needs?
Physiological needs, desire for security,
social needs, desire for respect and
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recognition from
others, and selfactualization.
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What are the five levels of human
needs in Maslow’s hierarchy of
needs?
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When a business buys
consumable products that it uses
as part of its internal operations,
and does not pass those products
on when it sells its own products
to its customers, is it a final
consumer or a business
consumer?
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What is the study of consumers
and how they make decisions?
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What is the key distinction
between the need for esteem and
the need for self-actualization?
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What kinds of things typically
satisfy a person’s physiological
needs?
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6-2
WHAT MOTIVATES
BUYERS?
GOALS
Distinguish the types of buying motives.
Describe the five steps of the consumer
decision-making process.
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Buying motives can be emotional,
rational or patronage
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Motivation
Emotional motives are based on
feelings, beliefs, or attitudes
Rational motives are based on facts and
logic
Patronage motives are based on loyalty
to a particular brand or business
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Describe the different consumer
buying motives.
Emotional motives are reasons to purchase
based on feelings, beliefs, or attitudes such
as love, guilt, fear, or passion. Rational
motives are reasons to buy based on facts
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or logic, such as saving money, durability,
and saving time. Patronage motives are
based on loyalty to a particular business or
brand.
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The Consumer
Decision-Making Process
Postpurchase
Evaluation
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
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What are the five stages of
consumer decision-making?
The five stages of consumer decision
making are problem recognition,
information search,
alternative
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evaluation, purchase, and postpurchase
evaluation.
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Why do businesses try to avoid
making purchases based on
emotional motives?
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Why are emotional motives such
powerful motivators of so many
individuals’ purchasing
decisions.?
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Why do businesses cultivate
patronage motives in their
customers and in potential
customers?
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Why is problem recognition so
crucial to consumers’ decisionmaking processes?
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Why do you think marketers have
begun to pay more attention to the
postpurchase evaluation stage of
the decision-making process?
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The decision-making process is
influenced by factors such as
personality, social class, culture,
and reference groups
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6-3
INFLUENCING
CONSUMER DECISIONS
GOALS
Describe important influences on the
consumer decision-making process.
Explain how consumers and businesses
use each of the three types of decision
making.
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Influences on Buying Decisions
Individual characteristics
 Personality
Cultural and social environment
 Social Class
 Cultural Environment
 Reference Groups
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Types of Decision-Making
Routine decision making
Limited decision making
Extensive decision making
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Marketers’ Response
If the consumer considers alternatives
If the consumer is brand loyal
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How might a marketer target a
particular cultural group that has
been identified as a large
consumer of a certain product?
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America is often referred to as a
classless society. Does that mean
that social class does not
influence customer decisionmaking in the United States?
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Under what circumstances might
something that normally involves
only routine decision-making
suddenly require limited or even
extensive decision-making?
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Which do marketers prefer, people
who use routine decision-making
or more extensive decisionmaking?
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How does the cost of a product
correlate with the amount of time
and effort spent on reaching a
decision?
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Chapter 6
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