Marketing Management, 13 th ed 6

 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

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 ProductEconomic PriceTechnological PlacePolitical PromotionCultural Buyer’s Black BoxBuyer Characteristicsdecision process Buyer Responses Product choice Brand choice Dealer choice Purchase timing Purchase amount

 Characteristics affecting Buyer Behavior  Types of Buying Behavior  Buyer Decision process

Cultural Culture Subculture Social Class Social Reference groups Family Roles and Status Personal Age & Lifecycle Occupation Economic situation Lifestyle Personality And self-concept Psychological Motivation Perception Learning Beliefs & Attitudes Buyer

 Complex Buying behavior.  Dissonance – Reducing Buying Behavior  Habitual Buying Behavior.  Variety-seeking Buying Behavior.

Complex Buying behavior Variety seeking Buying behavior Dissonance reducing Buying behavior Habitual Buying behavior High Involvement low involvement Significant differences between brands Few differences between brands

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

 Stages o adoption process:  Awareness  Interest  Evaluation  Trial  Adoption

Consumer Behavior Cultural Social Age & Lifecycle Occupation Economic situation Lifestyle Personality self concept Motivation Maslow’s Hierarchy of Needs Perception Learning Beliefs & Attitudes Culture Subculture Social Class Nationalities Religions Racial groups Geographic regions Upper uppers Lower uppers Upper middles Middle class Working class Upper lowers Lower lowers Reference groups Membership groups Primary groups Secondary groups Aspiration groups Dissociative groups Family Family of Orientation Family of Procreation Roles and Status Personal Psychological Types of Buying Decision Behaviors Complex Buying behavior. Dissonance – Reducing Buying Behavior Habitual Buying Behavior. Variety-seeking Buying Behavior. Problem Recognition Information Search Personal Public Experiential Commercial Evaluation Purchase Decision Post purchase Behavior Problem Recognition Information Search Personal Public Experiential Commercial Evaluation Purchase Decision Post purchase Behavior Consumer Buying Process SESSION4 CHAPTER CHAPTER 6