Chapter 6
Analyzing Consumer
Markets and Buyer
Behavior
PowerPoint by Karen E. James
Louisiana State University - Shreveport
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 0 in Chapter 6
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, 2nd Edition
Slide 1 in Chapter 6
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, 2nd Edition
Slide 2 in Chapter 6
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, 2nd Edition
Slide 3 in Chapter 6
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, 2nd Edition
Slide 4 in Chapter 6
How and Why Consumers Buy
Major U.S. Social Classes
 Upper Uppers  Middle Class
 Lower Uppers  Working Class
 Upper Middles  Upper Lowers
Lower Lowers
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 5 in Chapter 6
How and Why Consumers Buy
Influence Factors
 Reference groups
– Membership

 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, 2nd Edition
Slide 6 in Chapter 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, 2nd Edition
Slide 7 in Chapter 6
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, 2nd Edition
Slide 8 in Chapter 6
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, 2nd Edition
Slide 9 in Chapter 6
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, 2nd Edition
Slide 10 in Chapter 6
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, 2nd Edition
Slide 11 in Chapter 6
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, 2nd Edition
Slide 12 in Chapter 6
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, 2nd Edition
Slide 13 in Chapter 6
Consumer Buying Decision Process
 Postpurchase Behavior:
– Consumers’ expectations are
compared to performance
– Postpurchase satisfaction
influences future behavior
 Purchasing
behavior
 Word-of-mouth communications
©2003 Prentice Hall, Inc.
To accompany A Framework for Marketing Management, 2nd Edition
Slide 14 in Chapter 6
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, 2nd Edition
Slide 15 in Chapter 6