principles of MARKETING

Name: principles of MARKETING
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principles of MARKETING
Principles of Marketing, 5th Canadian Edition principles of MARKETING Chapter 5 Consumer Markets and Consumer Buyer Behaviour © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition
Chapter Objectives Define consumer markets Construct simple models of consumer buyer behaviour Identify factors influencing behaviour Understand the buyer decision process Describe the adoption and diffusion process for new products For further details about this topic see page 192 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Model of Buyer Behaviour
Principles of Marketing, 5th Canadian Edition Model of Buyer Behaviour Product Price Place Promotion Marketing and other stimuli Economic Technological Political Cultural Buyer’s responses Buyer’s black box Product choice Brand choice Dealer choice Purchase timing Purchase amount Buyer characteristics decision process For further details about this topic see page 195 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences Cultural Culture Sub- culture Social class Social Reference groups Family Roles and status Personal Age and life-cycle Occupation Economic situation Lifestyle Personality and self-concept Psycho- logical Motivation Perception Learning Beliefs and attitudes Buyer For further details about this topic see page 196 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Cultural Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Cultural Factors Culture Set of basic values, perceptions, wants, and behaviours learned by a member of society from family and other important institutions For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Canadian Culture Characteristics
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Canadian Culture Characteristics Based on sense of history Government takes stand Confident and optimistic Protection from American values Respect for human rights Respect for diversity Multicultural and multilingual Values always shifting Guardian of fairness For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Cultural Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Cultural Factors Subculture Group of people With shared value systems Based on common life experiences And situations For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Canadian Subcultures
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Canadian Subcultures Native Canadians Ethnic communities based on national origin Internet users For further details about this topic see page 198 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Canadian Subcultures
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Canadian Subcultures Native Canadians Over Status Indians Over including non-status natives and Inuit Distinct native culture Important influence on rest of Canada For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Urban Visible Minorities
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Urban Visible Minorities For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Ethnic Consumers
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Ethnic Consumers Goods and services estimated at $300 B Specialized media Wisdom in targeting visible minorities Tracking ethnic trends key to success Many ethnic groups feel neglected or misrepresented For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Internet Users
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Internet Users “Netiquette” 13.1 million Canadians Canada #2 for computer proliferation Above-average spending Highly educated White-collar 29% years old Male/female 60%/40% For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Internet Users
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Internet Users Two-way communication Value information Used for communication primarily Security concerns Privacy concerns For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Social Class
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Social Class Relatively permanent Ordered divisions in a society Whose members share similar: Values Interests Behaviours NOTE: it is NOT based strictly on income! For further details about this topic see page 203 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Social Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Social Factors Groups Membership - primary and secondary Reference and aspirational Opinion leaders Family Most important consumer influence changing family roles and evolving lifestyles children may influence strongly For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Social Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Social Factors Roles Activities people expected to perform by others Status Each role carries a status reflecting the general esteem society gives it For further details about this topic see page 206 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Personal Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Personal Factors Age Life-cycle stage Occupation Economic situation Lifestyle Personality Self-concept For further details about this topic see page 206 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Life-Cycle Stages Table 5-2 Young Middle-Aged Single Single with children Married without Married with Divorced with Older Same-sex couples Same-sex couples with Married with children dependent children Divorced without Divorced with children Older married Older unmarried Older with children again For further details about this topic see page 206 Sources: Adapted from Patrick E. Murphy and William A. Staples, “A Modernized Family Life Cycle,” Journal of Consumer Research, June 1979:16, © Journal of Consumer Research, Inc., Also see Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behaviour, Englewood Cliffs, NJ: Prentice Hall, 1994: © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Personal Factors Occupation May determine goods or services purchased Identify occupations with product need Specialized professional products Economic situation Affects product choice Indicator for income sensitive products For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Personal Factors Lifestyle A person’s pattern of living as expressed by psychographics Measuring AIO dimensions Activities Interests Opinions Profiles a person’s whole pattern of acting and interacting with the world Lifestyle classifications For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

VALS2 Lifestyle Classifications
Principles of Marketing, 5th Canadian Edition VALS2 Lifestyle Classifications Action Oriented Status Oriented Principle Oriented Actualizers Achievers Strivers Strugglers Fulfilleds Believers Experiencers Makers Abundant Resources Minimal For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Social Value “Tribes” of Canada
Principles of Marketing, 5th Canadian Edition Social Value “Tribes” of Canada Table 5-3 The Elders Rational Traditionalists Extroverted Traditionalists Cosmopolitan Modernists The Boomers Disengaged Darwinists Autonomous Rebels Anxious Communitarians The Gen-Xers Aimless Dependents Thrill-Seeking Materialists Autonomous Postmaterialists Social Hedonists New Aquarians For further details about this topic see page 210 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Personal Factors Personality Unique psychological characteristics leading to relatively consistent and lasting responses to one’s own environment Traits Product and brand choices Self-concept Self-image Possessions reflect identity For further details about this topic see page 211 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Influences: Psychological Factors
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Motivation Perception Learning Beliefs Attitudes For further details about this topic see page 211 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Motivation Biological needs Psychological needs Motive Need sufficiently pressing To drive a person to seek satisfaction For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Freud’s Theory of Motivation Largely unconscious Repression of urges A person does not fully understand their own motivation For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Maslow’s Hierarchy of Needs
Principles of Marketing, 5th Canadian Edition Maslow’s Hierarchy of Needs Physiological needs Safety needs Social needs Self-actualization needs Esteem needs For further details about this topic see page 212 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc. 25 25

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Perception Process by which people: Select, organize and interpret information To form a meaningful picture of the world Selective attention Selective distortion Selective retention For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Learning Changes in individual behaviour Arising from experience Most human behaviour is learned Drives Stimuli Cues Responses Reinforcement For further details about this topic see page 215 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Principles of Marketing, 5th Canadian Edition Consumer Behaviour Influences: Psychological Factors Beliefs A descriptive thought that a person holds about something Attitudes A person’s consistently favourable or unfavourable evaluations, feelings, and tendencies toward an object or idea For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Types of Buying Behaviour
Principles of Marketing, 5th Canadian Edition Types of Buying Behaviour Complex buying behaviour Variety- seeking Dissonance reducing Habitual Low involvement High involvement Significant differences between brands Few differences For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

The Buyer Decision Process
Principles of Marketing, 5th Canadian Edition The Buyer Decision Process Need recognition Purchase decision Evaluation of alternatives Postpurchase behaviour Information search For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Buyer Decision Process: Information Search
Principles of Marketing, 5th Canadian Edition Buyer Decision Process: Information Search Personal sources Commercial sources Public sources Experiential sources For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Buyer Decision Process
Principles of Marketing, 5th Canadian Edition Buyer Decision Process Purchase Decision Postpurchase Behaviour Consumer’s expectations Perceived performance Intention Decision Attitudes of others Unexpected situational factors For further details about this topic see page 223 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Buyer Decision Process: For New Products
Principles of Marketing, 5th Canadian Edition Buyer Decision Process: For New Products Adoption Process Stages Awareness Interest Evaluation Trial Adoption For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Adopter Categorization: Relative Time of Adoption
Principles of Marketing, 5th Canadian Edition Adopter Categorization: Relative Time of Adoption Time of adoption of innovations 2.5% Innovators 34% Early majority Late adopters 13.5% 16% Laggards For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Influence of Product Characteristics on Rate of Adoption
Principles of Marketing, 5th Canadian Edition Influence of Product Characteristics on Rate of Adoption Relative advantage Compatibility Complexity Divisibility Communicability For further details about this topic see page 227 © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Consumer Behaviour Across International Borders
Principles of Marketing, 5th Canadian Edition Consumer Behaviour Across International Borders Values, attitudes and behaviours vary Difference often subtle Conditions of use? Adapt approach? Standardize methods? For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

Chapter Review What is a consumer market? Explain a simple model for consumer buyer behaviour What four major factors influence consumer buyer behaviour? What is the buyer decision process? Describe the adoption and diffusion process for new products For further details about this topic see pages © 2002 Pearson Education Canada Inc. © 2002 Pearson Education Canada Inc.

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