Ch7 consumer market and buying behavior.

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c.Consumer Markets and

Consumer Buyer Behaviour

•Chapter 7

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Principles of Marketing, Sixth Canadian Edition

Principles of Marketing, Sixth Canadian Edition

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Learning Objectives

• After studying this chapter, you should be able to:– Define the consumer market and construct a simple model of

consumer buyer behaviour

– Name the four major factors that influence consumer buyer behaviour

– List and understand the major types of buying-decision behaviour and the stages in the buyer decision process

– Describe the adoption and diffusion process for new products

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Model of Buyer Behaviour

• Consumer buying behaviour:– Buying behaviour of final consumers

– Purchase goods and services for personal consumption

• Consumer market:– All individuals and households

– Buy or acquire goods and services for consumption

Figure 7.1

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Factors Influencing Consumer Behaviour

• Culture:– Basic values, perceptions, wants and behaviours

– Learned from family and important institutions

• Subculture:– Group of people with shared value systems

– Based on common life experiences and situationsFigure 7.2

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Factors Influencing Consumer Behaviour

• Canadian subcultures of interest:– Native Canadians

– Ethnic groups – French Canadian

• Social class

Figure 7.2

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Factors Influencing Consumer Behaviour

• Social factors:– Groups: reference, membership, and aspirational groups

– Opinion leader

– Family

– Roles and Status

Figure 7.2

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Factors Influencing Consumer Behaviour

• Personal factors:– Family life cycle

– Occupation

– Economic situation

– Lifestyle: activities, interests, and opinions (AIO’s)

– Personality and self-concept: brand personality

Figure 7.2

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Factors Influencing Consumer Behaviour

• Psychological factors:– Motivation: needs and motives, Maslow’s Hierarchy of Needs

– Perception: selective attention, distortion, and retention

– Learning: drives, stimuli, cues, responses, and reinforcement

– Beliefs and attitudes

Figure 7.2

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Four Types of Buying Decision Behaviour

• Based on:– Degree of involvement

– Degree of perceived differences between brands

– Influences promotional strategies Figure 7.5

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The Buyer Decision Process

• Need recognition:– Triggered by internal or external stimuli

– Must reach an intensity high enough to become a drive

• Information search:– Memory (internal) search

– External search: personal, commercial, public, experiential sources of information

– Word-of-mouth sources are most influential

Figure 7.6

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The Buyer Decision Process

• Evaluation of alternatives:– The process of evaluating information to make a decision

– Attributes and importance weights are chosen

– Alternatives compared against the criteria

• Purchase decision:– Attitudes of others and unexpected situational factors

– May come between purchase intention and decision

Figure 7.6

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The Buyer Decision Process

• Postpurchase behaviour:– Relationship between consumer expectation and perceived

performance

– Cognitive dissonance– Customer satisfaction is key to customer loyalty

Figure 7.6

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Adoption of New Product Innovations

• Stages in the adoption process:– Awareness, interest, evaluation, trial, and adoption

• Influence of product characteristics on rate of adoption:– Relative advantage

– Compatibility

– Complexity

– Divisibility

– Communicability

Figure 7.7

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In Conclusion…

• The learning objectives for this chapter were:– Define the consumer market and construct a simple model of

consumer buyer behaviour

– Name the four major factors that influence consumer buyer behaviour

– List and understand the major types of buying-decision behaviour and the stages in the buyer decision process

– Describe the adoption and diffusion process for new products