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Understanding Consumer Behavior in Marketing Strategies

Explore the principles of consumer markets and buyer behavior including need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Learn about cultural, social, personal/psychological influences, and situational factors affecting consumer behavior.

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Understanding Consumer Behavior in Marketing Strategies

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  1. Principles of MarketingBA 390 Fall 2006 Dr. McAlexander

  2. Consumer Markets and Buyer Behavior Purchase Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior

  3. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Cultural Influences Culture Subculture Social Class Consumer Markets and Buyer Behavior

  4. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Social Influences Reference Groups Family Roles and Status Consumer Markets and Buyer Behavior

  5. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Personal/Psychological Influences Age and Lifecycle Lifestyle Perception Consumer Markets and Buyer Behavior

  6. Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior Situational Factors Physical Social Temporal Consumer Markets and Buyer Behavior

  7. Business Markets • Larger market than consumer markets • Fewer but larger buyers • Geographically concentrated • Demand is derived • Demand is more inelastic • Demand fluctuates more • Professional buyers

  8. Participants in the Buying Process • Users • Influencers • Buyers • Deciders • Gatekeepers

  9. Characteristics of Products that Affect the Rate at Which They Diffuse • Relative Advantage • Divisibility/Trialability • Communicability • Compatibility • Complexity

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