Consumer Markets
and Consumer
Buyer Behavior
Chapter 6
Objectives
Be able to define the
consumer market and
construct a simple model of
consumer buyer behavior.
Know the four major factors
that influence consumer
buyer behavior.
6-1
Objectives
Understand the major types of
buying decision behavior and
the stages in the buyer decision
process.
Be able to describe the
adoption and diffusion process
for new products.
6-2
c
Harley-Davidson
Harley “Hogs”
account for 1/5 of
U.S. cycle sales
Sales have
exceeded supply
for years
1986-2000: Four
stock splits,
increase of
7,100%
Fiercely loyal
clientele revolves
around 7 core
customer types
Harley owners use
their bikes to express
their lifestyle and
attitudes
Advertising reflects
the Harley mystique
6-3
Consumer Buying
Behavior
Consumer Buying Behavior refers
to the buying behavior of final
consumers (individuals &
households) who buy goods and
services for personal
consumption.
Study consumer behavior to
answer:“How do consumers
respond to marketing efforts the
company might use?”
6-4
Model of Consumer Behavior
Product
Price
Marketing and
Other Stimuli
Economic
Technological
Place
Political
Promotion
Cultural
Buyer’s
Decision
Process
Product Choice
Brand Choice
Dealer Choice
Buyer’s Black Box
Buyer’s Response
Buyer
Characteristics
Affecting
Consumer
Behavior
Purchase
Timing
Purchase
Amount
6-5
Characteristics Affecting
Consumer Behavior
Culture
Social
Personal
Psychological
Buyer
6-6
Factors Affecting Consumer
Behavior: Culture
Most basic cause of a person's wants and behavior.
Values
Perceptions learned by a member of society
Subculture
Social Class
• A group of people with shared
value systems based on common
life experiences.
• People within a social class
tend to exhibit similar buying
behavior.
• Hispanic Consumers
• Occupation
• African American Consumers
• Income
• Asian American Consumers
• Education
• Mature Consumers
• Wealth
6-7
Factors Affecting
Consumer Behavior:
Social
Groups
•Membership
•Reference
Cars are often seen as a status symbol, and
marketers choose which element to present in
their advertising.
Compare this ad to the one on the next slide.
Click to continue
Family Buying Influence
Children can exert a
strong influence on
family buying decisions.
Johnson & Johnson reminds
customer’s of its commitment
to the American Family.
What other companies use
children to influence
family buying decisions?
Family (most important)
•Husband, wife, kids
•Influencer, buyer, user
Click or press spacebar to return
Social Factors
Roles and Status
6-8
Factors Affecting Consumer
Behavior: Personal
Personal Influences
Age and Family Life Cycle
Stage
Occupation
Economic Situation
Personality & Self-Concept
Lifestyle Identification
Activities
Opinions
Interests
6-9
Lifestyles:
Jeep targets
people who
want to “leave
the civilized
world behind”
What other
types of images
could be used
to appeal to this
lifestyle?
6 - 10
Figure 6-3:
VALS Lifestyle Classification
Learn more about
VALS and take the
VALS survey online
by clicking the web
link icon below.
6 - 11
Characteristics Affecting
Consumer Behavior
Brand Personality Dimensions
Sincerity
Excitement
Ruggedness
Competence
Sophistication
6 - 12
Factor Affecting Consumer Behavior:
Psychological
Motivation
Beliefs and
Attitudes
Psychological
Factors
Perception
Learning
6 - 13
Psychological Factors
Motivation
 Freud
 Maslow (Hierarchy of Needs)*
Perception
Learning
 generalization (one Honda model good... all
good)
 discrimination (becoming a stereophile)
Belief (descriptive thought about object)
Attitude (general evaluation of object)
Maslow’s Hierarchy of Needs
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
6 - 15
Selective
Perception
•
•
•
Attention (screen)
• too much information to
process
Distortion (adjust)
• make it fit what we believe
Retention (forget)
• much is forgotten
The milk
moustache
campaign
changed
attitudes
toward milk.
6 - 17
The Buyer Decision Process*
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
6 - 18
The Buyer Decision Process
Stages
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Postpurchase
behavior
Needs can be
triggered by:
 Internal stimuli
Normal
needs
become strong
enough to drive
behavior
 External stimuli
Advertisements
Friends
of friends
6 - 19
Attempt to stimulate need recognition
6 - 20
The Buyer Decision Process
Stages
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Postpurchase
behavior
Consumers exhibit
heightened attention or
actively search for
information.
Sources of information:




Personal
Commercial
Public
Experiential
Word-of-mouth
6 - 21
The Buyer Decision Process
Stages
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Postpurchase
behavior
Evaluation procedure
depends on the
consumer and the buying
situation.
Most buyers evaluate
multiple attributes, each
of which is weighted
differently.
At the end of the
evaluation stage,
purchase intentions are
formed.
6 - 22
Consumer Buying Decision Process:
Step 3: Evaluation of Alternatives
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Total Product Satisfaction
Based on what I’m looking for, how satisfied
would I be with each product?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.
6 - 23
The Buyer Decision Process
Stages
Need recognition
Information search
Evaluation of
alternatives
Purchase decision
Postpurchase
behavior
Two factors
intercede between
purchase
intentions and the
actual decision:
 Attitudes of others
 Unexpected
situational factors
6 - 24
The Buyer Decision Process
Step 5. Postpurchase Behavior
Consumer’s Expectations of
Product’s Performance
Product’s Perceived
Performance
Satisfied
Customer!
Dissatisfied
Customer
Cognitive Dissonance
6 - 25
Figure 6-5:
Types of Buying Behavior*
6 - 26
Four Types of Buying
Behavior
Differences
Between Brands
Significant
High
Involvement
Low
Involvement
Cars
Cookies
Houses
Carpeting
Few
Toothpaste
Salt
Placement determined by person not the product
Buyer Decision Process for
New Products
New Products
 Good, service or
idea that is
perceived by
customers as new.
6 - 28
Buyer Decision Process for
New Products
Stages in the Adoption
Process
 Marketers should help
consumers move from
awareness to adoption.
6 - 29
Stages in the Adoption
Process
Awareness
Interest
Evaluation
Trial
Adoption
6 - 30
Figure 6-7:
Adopter Categories Based
on Relative Time of Adoption
6 - 31
Buyer Decision Process for
New Products
Individual Differences
in Innovativeness
 Consumers can be
classified into five
adopter categories,
each of which behaves
differently toward new
products.
6 - 32
Buyer Decision Process for
New Products
Product Characteristics
and Adoption
 Five product
characteristics
influence the
adoption rate.
6 - 33
Influences on the Rate of Adoption
of New Products*
Communicability
Relative Advantage
Can results be easily
observed or described
to others?
Is the innovation
superior to existing
products?
Divisibility
Product
Characteristics
Can the innovation
be used on a
trial basis?
Complexity
Compatibility
Does the innovation
fit the values and
experience of the
target market?
Is the innovation
difficult to
understand or use?
6 - 34