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Copyright 1999 Prentice Hall

5-1

Chapter5

PRINCIPLES OF MARKETING

Eighth EditionPhilip Kotler and Gary Armstrong

Consumer Marketsand

Consumer Buyer Behavior

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5-2Consumer Buy ing Behav ior

Consumer Buying Behaviorrefersto the buying behavior of finalconsumers (individuals &households) who buy goods and

services for personalconsumption.

Study consumer behavior to

answer:How do consumers respond to

marketing efforts the company

might use?

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5-3Model of Consumer Behavior

Marketing andOther Stimuli

Buyers Black Box

Buyers Response

Product

Price

Place

Promotion

Economic

Technological

Political

Cultural

CharacteristicsAffectingConsumerBehavior

BuyersDecisionProcess

Product Choice

Brand Choice

Dealer Choice

PurchaseTiming

Purchase

Amount

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5-4Characteris t ics A ffect ing

Consumer Behavior

Buyer

Psychological

Personal

Social

Culture

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5-5Facto rs A ffect ing Consumer Behavior:

Culture

Social Class

People within a social classtend to exhibit similar buyingbehavior.

Occupation

Income

Education

Wealth

Most basic cause of a person's wants andbehavior.

Values

PerceptionsSubculture

Groups of people with sharedvalue systems based oncommon life experiences.

Hispanic Consumers

African American Consumers

Asian American Consumers

Mature Consumers

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5-6Factors A ffect ing Consumer Behavior :

Social

Groups

Membership

Reference

Family

Husband, wife, kids

Influencer, buyer, user

Roles and Status

Social Factors

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7/20 Copyright 1999 Prentice Hall

5-7Facto rs A ffect ing Consumer Behavior:

Personal

Personal Influences

Age and Family Life CycleStage

Occupation

Economic Situation

Lifestyle Identification

Activities Opinions

Interests

Personality & Self-Concept

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5-8VALS 2

Principle Oriented Status Oriented Action Oriented

Achievers

Actualizers

Strugglers

Strivers

Fulfilleds

Believers

Experiencers

Makers

Abundant Resources

Minimal Resources

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5-9Facto rs Affect ing Consumer Behavior:

Psycholog ica l

PsychologicalFactors

Motivation

Perception

Learning

Beliefs andAttitudes

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5-10Maslows Hierarchy of Needs

Esteem Needs(self-esteem, status)

Social Needs(sense of belonging, love)

Safety Needs(security, protection)

Physiological Needs(hunger, thirst)

SelfActualization

(Self-development)

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5-11Types o f Buying Decis ions

Complex

BuyingBehavior

Dissonance-

Reducing Buying

Behavior

Variety-

SeekingBehavior

Habitual

Buying

Behavior

HighInvolvement

Significant

differencesbetween

brands

Fewdifferences

between

brands

LowInvolvement

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5-12The Buyer Decis ion Process

Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behavior

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Step 1. Need Recogn it ion

External Stimuli

TV advertising

Magazine ad

Radio slogan

Stimuli in the

environment

Internal Stimuli

Hunger

Thirst

A persons normalneeds

Need RecognitionDifference between an actual state and a desired state

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Step 2. Info rmation Search

Family, friends, neighborsMost influential source of

information

Advertising, salespeopleReceives most information

from these sources

Mass MediaConsumer-rating groups

Handling the productExamining the productUsing the product

Personal Sources

Commercial Sources

Public Sources

Experiential Sources

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5-15

The Buyer Decis ion Process

Step 3. Evaluat ion of A lternat ives

Product A t t r ibutesEvaluation of Quality, Price, & Features

Degree of Impo rtanceWhich attributes matter most to me?

Brand Bel iefsWhat do I believe about each available brand?

Total Produc t Sat isfact ionBased on what Im looking for, how satisfied

would I be with each product?

Evaluat ion Procedu resChoosing a product (and brand) based on one

or more attributes.

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Step 4. Purchase Decis ion

Purchase IntentionDesire to buy the most preferred brand

Purchase Decision

Attitudes

of others

Unexpected

situational

factors

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Step 5. Postpurchase Behavio r

Consumers Expectations of

Products Performance

Dissatisfied

CustomerSatisfied

Customer!

Products Perceived

Performance

Cognitive Dissonance

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5-18Stages in the Adop t ion Process

Awareness

Interest

Evaluation

Trial

Adoption

5 19

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5-19Adopt ion o f Innovat ions

Percentage

ofAdopters

Time of AdoptionEarly Late

Innovators

EarlyAdopters

Early Majority

2.5%

13.5%

34% 34%

16%

Laggards

Late Majority

5 20I f l h R f Ad i

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5-20Inf luences on the Rate of Adopt ion

of New Products

DivisibilityCan the innovation

be used on a

trial basis?

CompatibilityDoes the innovation

fit the values and

experience of thetarget market?

ComplexityIs the innovation

difficult tounderstand or use?

Relative AdvantageIs the innovation

superior to existingproducts?

CommunicabilityCan results be easily

observed or describedto others?

ProductCharacteristics

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