CHAPTER 6

ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR

INFLUENCING FACTORS IN BUYING BEHAVIORS

Cultural Factors:
Culture:

Wants and behaviors of consumers Nationalities, religion and regional differences

Subculture:

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 BEHAVIORS

Social Factor:
Reference Groups-membership groups:

primary-family, relatives, co-workers secondary-professional groups aspirational dissociative opinion leaders Husband, wife and children

Family:

Role and Status.

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

Spending/saving Psychographics and Value and life styles (VALS principle 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

Economic Circumstances:

Life Style:

Personality and Self-Concept-self image:

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:

Freuds theory -unconscious behaviors Maslows theory-need satisfaction Herzbergs theory-satisfiers/dissatisfiers

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

Perception-How the motivated person act:

INFLUENCING FACTORS IN BUYING BEHAVIORS

Learning-arise from experience

Drive: Strong internal stimulus impelling action Cue: Minor stimuli Reinforcement: Rewarding experience Beliefs: Descriptive thought based on knowledge and opinion Attitudes: Favorable/unfavorable feelings

Beliefs and Attitudes:

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.)

Dissonance reducing behaviors

Few differences between brands: Infrequent purchase 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, Brand switching

Habitual behavior:

Variety-seeking buying behaviors:

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 (CONT.)

Evaluation of alternatives:

Brand belief and brand image(needs and benefits) attitudes of others unanticipated situational factors perceived risk Purchase sub-decisions: Brand, vendor, quantity, timing and payment method 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

Purchase:

Post Purchase behaviors: