Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 6 Analyzing Consumer Markets & Buyer Behavior...

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Copyright © 2003 Prentice-Hall, Inc.

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


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


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Brand personality• Sincerity• Excitement• Competence• Sophistication• Ruggedness

Personality and Self-Concept


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Self-concept

• Person’s actual self-concept• Ideal self-concept• Others’ self-concept

Personality and Self-Concept


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Psychological Factors Motivation

Motive


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Maslow’s Hierarchy of Needs

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Perception

Selective attentionConsumers are more likely to notice stimuli than relate to a current need


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PerceptionSelective attention

Consumers are more likely to notice stimuli that they anticipate


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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.


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LEARNING

ACTIVE vs. PASSIVE LEARNINGPASSIVE LEARNING:

CLASSICAL CONDITIONING OPERANT CONDITIONING

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CLASSICAL CONDITIONING

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UNCONDITIONAL STIMULUS

CONDITIONAL STIMULUS

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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


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Postpurchase Behavior Postpurchase Satisfaction

Disappointed Satisfied Delighted

Postpurchase Actions Postpurchase Use and Disposal


Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 6 Analyzing Consumer Markets & Buyer Behavior...

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