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Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 6 Analyzing Consumer Markets & Buyer Behavior Francis Piron Qatar University Spring 2006
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Copyright © 2003 Prentice-Hall, Inc. 2 Kotler on Marketing The most important thing is to forecast where customers are moving & be in front of them.
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Copyright © 2003 Prentice-Hall, Inc. 3 In this chapter, we focus on two questions: How do the buyers ’ character- istics – cultural, social, personal, & psychological – influence buying behavior? How does the buyer make purchasing decisions? Chapter Objectives
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Copyright © 2003 Prentice-Hall, Inc. 4 Model of Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 5 Cultural Factors Culture Influencing Buyer Behavior Subcultures Diversity marketing Social class
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Copyright © 2003 Prentice-Hall, Inc. 6 Influencing Buyer Behavior Social Factors Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Opinion leader
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Copyright © 2003 Prentice-Hall, Inc. 7 Family Influencing Buyer Behavior Family Family of orientation Family Family of orientation Family of procreation Roles and Statuses Roles Status
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Copyright © 2003 Prentice-Hall, Inc. 8 Influencing Buyer Behavior Personal Factors Age & Stage in the Life Cycle
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Copyright © 2003 Prentice-Hall, Inc. 9 The VALS segmentation system: An 8-part typology Groups with High Resources 1.Actualizers 2.Fulfilleds 3.Achievers 4.Experiencers Groups with Lower Resources 1.Believers 2.Strivers 3.Makers 4.Strugglers
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Copyright © 2003 Prentice-Hall, Inc. 10 Personality and Self-Concept Personality Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 11 Brand personality Sincerity Excitement Competence Sophistication Ruggedness Personality and Self-Concept Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 12 Self-concept Person ’ s actual self-concept Ideal self-concept Others ’ self-concept Personality and Self-Concept Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 13 Psychological Factors Motivation Motive Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 14 Influencing Buyer Behavior Maslow’s Hierarchy of Needs
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Copyright © 2003 Prentice-Hall, Inc. 15 Perception Selective attention Consumers are more likely to notice stimuli than relate to a current need Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 16 Perception Selective attention Consumers are more likely to notice stimuli that they anticipate Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 17 Perception Selective attention People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. Influencing Buyer Behavior
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Copyright © 2003 Prentice-Hall, Inc. 18 LEARNING ACTIVE vs. PASSIVE LEARNING PASSIVE LEARNING: CLASSICAL CONDITIONING OPERANT CONDITIONING
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Copyright © 2003 Prentice-Hall, Inc. 19 CLASSICAL CONDITIONING
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Copyright © 2003 Prentice-Hall, Inc. 20 CLASSICAL CONDITIONING UNCONDITIONAL STIMULUS CONDITIONAL STIMULUS
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Copyright © 2003 Prentice-Hall, Inc. 21 CLASSICAL CONDITIONING LEARNING THRU MULTIPLE EXPOSURES CONDITIONAL STIMULUS
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Copyright © 2003 Prentice-Hall, Inc. 22 OPERANT CONDITIONING AMERICAN EXPRESS BEHAVIOR REWARD/ PUNISHMENT
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Copyright © 2003 Prentice-Hall, Inc. 23 The purchase of a product from a Company A turns out to be a positive experience. You are looking for a loosely related product, which is also offered by Company A. Do you assume that you will again have a positive experience with Company A’s offering, or do you look for the “best of breed,” regardless of which company offers it?
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Copyright © 2003 Prentice-Hall, Inc. 24 Complex Buying Behavior Dissonance-Reducing Buyer Behavior Habitual Buying Behavior Variety-Seeking Buying Behavior The Buying Decision Process
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Copyright © 2003 Prentice-Hall, Inc. 25 Problem recognition Information search Personal sources Commercial sources Public sources Experiential sources Stages of the Buying Decision Process
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Copyright © 2003 Prentice-Hall, Inc. 26 Purchase Decision Steps Between Evaluation of Alternatives and a purchase decision The Buying Decision Process
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Copyright © 2003 Prentice-Hall, Inc. 27 Postpurchase Behavior Postpurchase Satisfaction Disappointed Satisfied Delighted Postpurchase Actions Postpurchase Use and Disposal The Buying Decision Process
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