chapter 6
Download
Skip this Video
Download Presentation
CHAPTER 6

Loading in 2 Seconds...

play fullscreen
1 / 10

ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR - PowerPoint PPT Presentation


  • 231 Views
  • Uploaded on

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:

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR' - noelle


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
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
ad