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CHAPTER 6. ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR. INFLUENCING FACTORS IN BUYING BEHAVIORS. Cultural Factors: Culture: Wants and behaviors of consumers Subculture: Nationalities, religion and regional differences Social Class: Income factor:

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Chapter 6

CHAPTER 6

ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR


Influencing factors in buying behaviors
INFLUENCING FACTORS IN BUYING BEHAVIORS

  • Cultural Factors:

    • Culture:

      • Wants and behaviors of consumers

    • Subculture:

      • Nationalities, religion and regional differences

    • 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 behaviors1
INFLUENCING FACTORS IN BUYING BEHAVIORS

  • Social Factor:

    • Reference Groups-membership groups:

      • primary-family, relatives, co-workers

      • secondary-professional groups

      • aspirational

      • dissociative

      • opinion leaders

    • Family:

      • Husband, wife and children

    • Role and Status.


Influencing factors in buying behaviors2
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

    • Economic Circumstances:

      • Spending/saving

    • Life Style:

      • Psychographics and Value and life styles (VALS principle

    • Personality and Self-Concept-self image:

      • 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


Influencing factors in buying behaviors3
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:

      • Freud’s theory -unconscious behaviors

      • Maslow’s theory-need satisfaction

      • Herzberg’s theory-satisfiers/dissatisfiers

    • Perception-How the motivated person act:

      • 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


Influencing factors in buying behaviors4
INFLUENCING FACTORS IN BUYING BEHAVIORS

  • Learning-arise from experience

    • Drive:

      • Strong internal stimulus impelling action

    • Cue:

      • Minor stimuli

    • Reinforcement:

      • Rewarding experience

  • Beliefs and Attitudes:

    • Beliefs:

      • Descriptive thought based on knowledge and opinion

    • Attitudes:

      • Favorable/unfavorable feelings


Buying process
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
    BUYING PROCESS (CONT.)

    • Dissonance reducing behaviors

      • Few differences between brands:

        • Infrequent purchase

    • Habitual behavior:

      • 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,

    • Variety-seeking buying behaviors:

      • Brand switching


    Buying process cont1
    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 cont2
    BUYING PROCESS (CONT.)

    • Evaluation of alternatives:

      • Brand belief and brand image(needs and benefits)

    • Purchase:

      • attitudes of others

      • unanticipated situational factors

      • perceived risk

      • Purchase sub-decisions:

        • Brand, vendor, quantity, timing and payment method

    • Post Purchase behaviors:

      • 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


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