Lecture#5 Consumer Markets and Consumer

Buyer Behavior

Lecture objectives

•Define the consumer market and construct a simple model of consumer buyer behavior.•Name the four major factors that influence consumer buyer behavior.•List and define the major types of buying decision behavior and the stages in the buyer decision process.•Describe the adoption and diffusion process for new products.

Consumer market

•All the individuals and households that buy or acquire goods and services for personal consumption.

Consumer buyer behavior

•The buying behavior of final consumers individuals and households that buy goods and services for personal consumption.

We can measure the whats, wheres, and whens of consumer buying behavior. But it’s very difficult to “see” inside the consumer’s head and figure out the whys of buying behavior (that’s why it’s called the black box). Marketers spend a lot of time and dollars trying to figure out what makes customers tick.

Model of Buyer Behavior

Buyer’s characteristics

Buyer’s decision process

Marketing stimuliProductPricePlacePromotionOtherEconomicTechnologicalSocialCultural

Buying attitudes and preferences

Purchase behavior: what the buyer buys,

when, where, and how muchBrand and company

relationship behavior

The environmentBuyer’s black boxBuyer responses

Many levels of factors affect our buying behavior—from broad cultural and social influences to motivations, beliefs, and attitudes lying deep within us. For example, why did you buy that specific cell phone?

Characteristics Affecting Consumer Behavior

Culture - the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.

Subculture

•A group of people with shared value systems based on common life experiences and situations.

Subculture

Many brands now target specific subcultures—such as Hispanic American, African American, and Asian American consumers—with marketing programs tailored to their specific needs and preferences.

Targeting Hispanic Americans: Burger King sponsors an annual family-orientedFÚTBOL KINGDOM national soccer tour in eight major Hispanic markets across theUnited States.

Targeting Asian Americans: State Farm has developedcomprehensive advertising, marketing, and public relations campaigns that have helped it to gain significantbrand equity among Asian American consumers.

Social class

Relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors. Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.

Group - two or more people who interact to accomplish individual or mutual goals.

Word-of-Mouth Influence and Buzz Marketing

Word-of-mouth influence can have a powerful impact on consumer buying behavior. The personal words and recommendations of trusted friends, associates, and other consumers tend to be more credible than those coming from commercial sources, such as advertisements or salespeople. Most word-of-mouth influence happens naturally: Consumers start chatting about a brand they use or feel strongly about one way or the other.

Buzz marketing

•Buzz marketing involves enlisting or even creating opinion leaders to serve as “brand ambassadors” who spread the word about a company’s products. •Opinion leader - A person within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others.

Online social networks

Online social communities—blogs, social networking Web sites, or even virtual worlds—where people socialize or exchange information and opinions.

Family

Family members can strongly influence buyer behavior. The family is the most important

consumer buying organization in society, and it has been researched extensively. Marketers

are interested in the roles and influence of the husband, wife, and children on the purchase

of different products and services.

Family buying: Family buying roles are changing. For example,65 percent of men grocery shop regularly while women influence50 percent of all new technology purchases. Technologycompanies are redesigning their products accordingly.

Roles and Status

A person belongs to many groups—family, clubs, organizations, online communities. The person’s position in each group can be defined in terms of both role and status. A role consists of the activities people are expected to perform according to the people around them. Each role carries a status reflecting the general esteem given to it by society. People usually choose products appropriate to their roles and status. Consider the various roles a working mother plays. In her company, she plays the role of a brand manager; in her family, she plays the role of wife and mother; at her favorite sporting events, she plays the role of avid fan. As a brand manager, she will buy the kind of clothing that reflects her role and status in her company.

Personal Factors

A buyer’s decisions also are influenced by personal characteristics such as the buyer’s age and life-cycle stage , occupation , economic situation , lifestyle , and personality and self-concept .

Lifestyle - A person’s pattern of living as expressed in his or her activities, interests, andopinions.

Lifestyle: Triumph doesn’t just sell motorcycles; it sells anindependent, “Go your own way” lifestyle.

Economic Situation

•A person’s economic situation will affect his or her store and product choices. Marketers watch trends in personal income, savings, and interest rates.

Psychological Factors

A person’s buying choices are further influenced by four major psychological factors motivation , perception , learning, beliefs and attitudes.

Motive (drive)A need that is sufficiently pressing to directthe person to seek satisfaction of the need.

PerceptionThe process by which people select, organize, and interpret information to form a meaningful picture of the world

Maslow’s Hierarchy of Needs

According to Maslow, human needs are arranged in a hierarchy. Starving peoplewill take little interest in the latest happenings in the art world.

Learning

• Changes in an individual’s behavior arising from experience.

Suppose the consumer buys a Nikon camera. If the experience is rewarding, the consumer will probably use the camera more and more, and his or her response will be reinforced . Then the next time he or she shops for a camera, or for binoculars or some similar product, the probability is greater that he or she will buy a Nikon product. The practical significance of learning theory for marketers is that they can build up demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

Attitude - A person’s consistently favorable or unfavorable evaluations, feelings, and tendencies toward an object or idea.

Belief - A descriptive thought that a person holds about something.