Post on 05-Jan-2016
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Chapter 6Chapter 6Analyzing Consumer Analyzing Consumer Markets &Markets &
Buyer Behavior Buyer Behavior
Francis Piron
Qatar University
Spring 2006
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Kotler on Marketing
The most important thing is to forecast where customers are moving & be in front of them.
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In this chapter, we focus on two questions:How do the buyers’ character-istics – cultural, social, personal, & psychological – influence buying behavior?
How does the buyer make purchasing decisions?
Chapter Objectives
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Model of Buyer Behavior
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Cultural Factors Culture
Influencing Buyer Behavior
Subcultures
Diversity marketing
Social class
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Influencing Buyer Behavior Social Factors
Reference Groups
Membership groupsPrimary groupsSecondary groupsAspirational groupsDissociative groupsOpinion leader
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Family
Influencing Buyer Behavior
Family• Family of orientation
Family• Family of orientation• Family of procreation
Roles and Statuses• Roles• Status
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Influencing Buyer BehaviorPersonal Factors
Age & Stage in the Life Cycle
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The VALS segmentation system: An 8-part typology
Groups with High Resources
1. Actualizers
2. Fulfilleds
3. Achievers
4. Experiencers Groups with Lower
Resources1. Believers2. Strivers3. Makers4. Strugglers
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Personality and Self-Concept Personality
Influencing Buyer Behavior
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Brand personality• Sincerity• Excitement• Competence• Sophistication• Ruggedness
Personality and Self-Concept
Influencing Buyer Behavior
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Self-concept
• Person’s actual self-concept• Ideal self-concept• Others’ self-concept
Personality and Self-Concept
Influencing Buyer Behavior
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Psychological Factors Motivation
Motive
Influencing Buyer Behavior
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Influencing Buyer Behavior
Maslow’s Hierarchy of Needs
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Perception
Selective attentionConsumers are more likely to notice stimuli than relate to a current need
Influencing Buyer Behavior
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PerceptionSelective attention
Consumers are more likely to notice stimuli that they anticipate
Influencing Buyer Behavior
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PerceptionSelective attention
People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.
Influencing Buyer Behavior
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LEARNING
ACTIVE vs. PASSIVE LEARNINGPASSIVE LEARNING:
CLASSICAL CONDITIONING OPERANT CONDITIONING
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CLASSICAL CONDITIONING
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CLASSICAL CONDITIONING
UNCONDITIONAL STIMULUS
CONDITIONAL STIMULUS
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CLASSICAL CONDITIONING
LEARNING THRU MULTIPLE EXPOSURES
CONDITIONAL STIMULUS
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OPERANT CONDITIONING
AMERICAN EXPRESS
BEHAVIOR REWARD/ PUNISHMEN
T
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The purchase of a product from a Company A turns The purchase of a product from a Company A turns out to be a positive experience. You are looking for a out to be a positive experience. You are looking for a loosely related product, which is also offered by loosely related product, which is also offered by Company A. Do you assume that you will again have Company A. Do you assume that you will again have a positive experience with Company A’s offering, or a positive experience with Company A’s offering, or do you look for the “best of breed,” regardless of do you look for the “best of breed,” regardless of which company offers it?which company offers it?
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Complex Buying Behavior Dissonance-Reducing Buyer Behavior Habitual Buying Behavior Variety-Seeking Buying Behavior
The Buying Decision Process
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Problem recognitionInformation search
Personal sources Commercial sources Public sources Experiential sources
Stages of the Buying Decision Process
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Purchase Decision
Steps Between Evaluation of Alternatives and a purchase decision
The Buying Decision Process
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Postpurchase Behavior Postpurchase Satisfaction
Disappointed Satisfied Delighted
Postpurchase Actions Postpurchase Use and Disposal
The Buying Decision Process