Chapter 6. Analyzing Consumer Markets and Buyer Behavior

Transcription

1 Chapter 6 Analyzing Consumer Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 6

2 Objectives Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. Describe how the consumer makes a purchasing decision Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 1 in Chapter 6

3 Consumer Behavior The field of Consumer Behavior: studies how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 2 in Chapter 6

4 How and Why Consumers Buy Buying behavior is influenced by: Cultural factors Social factors Personal factors Psychological factors 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 3 in Chapter 6

5 How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Exert broadest and deepest influence Culture Subculture Social classes 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 4 in Chapter 6

6 How and Why Consumers Buy Major U.S. Social Classes Upper Uppers Lower Uppers Upper Middles Middle Class Working Class Upper Lowers Lower Lowers 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 5 in Chapter 6

7 How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Reference groups Membership Primary vs. secondary Aspirational vs. dissociative Family Social roles and statuses 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 6 in Chapter 6

8 How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Age Stage in life cycle Occupation Economic circumstances Lifestyle Personality Self-concept 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 7 in Chapter 6

9 How and Why Consumers Buy VALS 2 classifies U.S. adults into eight psychographic groups Actualizers Fulfilleds Achievers Experiencers Believers Strivers Makers Strugglers 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 8 in Chapter 6

10 How and Why Consumers Buy Influence Factors Cultural Social Personal Psychological Motivation Perception Learning Beliefs Attitudes 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 9 in Chapter 6

11 Consumer Buying Decision Process In addition to understanding how these factors influence consumers, marketers must identify and understand: Who makes the buying decision The types of buying decisions The stages in the buying process 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 10 in Chapter 6

12 Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Initiator Influencer Decider Buyer User 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 11 in Chapter 6

13 Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Complex buying behavior Dissonancereducing buying behavior Habitual buying behavior Variety-seeking buying behavior 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 12 in Chapter 6

14 Consumer Buying Decision Process Understand Buying roles Buying behavior Buying decision process Problem recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 13 in Chapter 6

15 Consumer Buying Decision Process Postpurchase Behavior: Consumers expectations are compared to performance Postpurchase satisfaction influences future behavior Purchasing behavior Word-of-mouth communications 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 14 in Chapter 6

16 Consumer Buying Decision Process Marketers should attempt to influence and monitor postpurchase behavior Postpurchase communications reduce dissonance, returns, and order cancellations Talk with customers to discover new uses for existing products Investigate methods of product disposal 2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2 nd Edition Slide 15 in Chapter 6