CHAPTER 6
ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR
INFLUENCING FACTORS IN BUYING BEHAVIORS
Cultural Factors:
Culture:
Wants and behaviors of consumers Nationalities, religion and regional differences
Subculture:
Social Class:
Income factor: social classes differ in many characteristics-high, middle and low income groups members behave more alike within each class members perceived as inferior/superior clusters of variation exists in each class members move from one class to another.
INFLUENCING FACTORS IN BUYING BEHAVIORS
Social Factor:
Reference Groups-membership groups:
primary-family, relatives, co-workers secondary-professional groups aspirational dissociative opinion leaders Husband, wife and children
Family:
Role and Status.
INFLUENCING FACTORS IN BUYING BEHAVIORS
Personal Factors:
Age and Life Cycle Stages
family life cycle psychological life cycle
Occupation:
White color or blue color workers
Spending/saving Psychographics and Value and life styles (VALS principle actual self-concept-how you view yourself ideal self-concept-how you would like to view yourself others self-concept-how you think others view yourself
Economic Circumstances:
Life Style:
Personality and Self-Concept-self image:
INFLUENCING FACTORS IN BUYING BEHAVIORS
Psychological Factors:
Motivation:
Need satisfaction and drive to act: biogenic-hunger, thirst psychogenic-esteem, recognition motive-pressing person to act
Theories of motivation:
Freuds theory -unconscious behaviors Maslows theory-need satisfaction Herzbergs theory-satisfiers/dissatisfiers
Selective attention: People do not pay attention everything around them Selective distortion: People twist information into personal meaning Selective Retention: People will forget what they learn
Perception-How the motivated person act:
INFLUENCING FACTORS IN BUYING BEHAVIORS
Learning-arise from experience
Drive: Strong internal stimulus impelling action Cue: Minor stimuli Reinforcement: Rewarding experience Beliefs: Descriptive thought based on knowledge and opinion Attitudes: Favorable/unfavorable feelings
Beliefs and Attitudes:
BUYING PROCESS
Buying Roles:
initiator-person who suggests the idea influencer-person who gives advise decider-person who decides to buy buyer-person who makes actual purchase user-person who consumes
Buying Behavior:
complex buying behaviors:
High-involvement: Develop beliefs Develop attitudes Purchase decision
BUYING PROCESS (CONT.)
Dissonance reducing behaviors
Few differences between brands: Infrequent purchase Low-involvement: Brand familiarity and conviction. Techniques to convert high involved purchase to low involved purchase: link the product to some issues(problem solving) link to personal situation trigger emotions add important features, Brand switching
Habitual behavior:
Variety-seeking buying behaviors:
BUYING PROCESS (CONT.)
Buying Decision Process:
Problem recognition Information search:
personal-family friend commercial-advertising, salesperson public-consumer union experiential-personal experience Information about competing set of brands: total set awareness set consideration set choice set final decision
BUYING PROCESS (CONT.)
Evaluation of alternatives:
Brand belief and brand image(needs and benefits) attitudes of others unanticipated situational factors perceived risk Purchase sub-decisions: Brand, vendor, quantity, timing and payment method Post-purchase satisfaction: Satisfied, somewhat satisfied, dissatisfied Post-purchase action: Repeat purchase Complains Post-purchase use and disposal of product: Storage and new uses of the product
Purchase:
Post Purchase behaviors:
