6
Marketing Management, 13th ed
After reading this chapter, students should:
Know how consumer characteristics influence buying
behavior
 Know what major psychological processes influence
consumer responses to the marketing program
 Know how consumers make purchasing decisions
 Know how marketers analyze consumer decision making
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
Consumer Buyer Behavior
 The buying behavior of final consumers—individuals and households
who buy goods and services for personal consumption.
Consumer Market
 All the individuals and households who buy goods and services for
personal consumption.
Marketing and other stimuli
MarketingOther
Product
Price
Place
Promotion
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer
Characteristics
Buyer Responses
Buyer
decision
process
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount

Characteristics affecting Buyer Behavior

Types of Buying Behavior

Buyer Decision process
Cultural
Social
Personal
Culture
Reference groups
Subculture
Social Class
Psychological
Family
Age & Lifecycle
Occupation
Economic
situation
Roles and Status
Lifestyle
Personality
And self-concept
Motivation
Perception
Learning
Beliefs &
Attitudes
Buyer



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Complex Buying behavior.
Dissonance – Reducing Buying Behavior
Habitual Buying Behavior.
Variety-seeking Buying Behavior.
Significant differences
between brands
Few differences
between brands
High Involvement
low involvement
Complex Buying
behavior
Variety seeking
Buying
behavior
Dissonance reducing
Buying behavior
Habitual
Buying
behavior
Problem Recognition
Information Search
Evaluation
Purchase Decision
Postpurchase
Behavior

New products:
A good , service , or idea that is perceived by some
potential customers as new:
Adoption process:
The mental process through which an individual
passes from first hearing about an innovation to
final adoption
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Stages o adoption process:
Awareness
Interest
Evaluation
Trial
Adoption
Consumer
Behavior
Cultural
Social
Culture
Reference
groups
Subculture
Nationalities
Religions
Racial groups
Geographic
regions
•Membership
groups
•Primary
groups
•Secondary
groups
•Aspiration
groups
•Dissociative
groups
Social Class
Family
Upper uppers
Lower uppers
Upper middles
Middle class
Working class
Upper lowers
Lower lowers
•Family of
Orientation
•Family of
Procreation
Roles and
Status
Personal
•Age & Lifecycle
•Occupation
•Economic
•situation
•Lifestyle
•Personality self
concept
Psychological
•Motivation
•Maslow’s
Hierarchy of
Needs
•Perception
•Learning
•Beliefs &
•Attitudes
Consumer
Buying
Process
•Problem
Recognition
•Information
Search
•Personal
•Public
•Experiential
•Commercial
•Evaluation
•Purchase Decision
•Post purchase
Behavior
Types of Buying
Decision
Behaviors
•Complex Buying
behavior.
•Dissonance – Reducing
Buying Behavior
•Habitual Buying
Behavior.
•Variety-seeking Buying
Behavior.