Marketing Consumer Buying Behaviour

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Transcript of Marketing Consumer Buying Behaviour

  • 1. Consumer Markets and Consumer Buyer Behavior

2. Learning Goals

  • Define the consumer market and construct a model of consumer buyer behavior
  • Name the four factors that influence buyer behavior
  • List and understand the types of buying decision behavior and stages in the process
  • Describe the adoption and diffusion process for new products

3. Case Study Harley Davidson

  • Building Success
  • Understanding the customers emotions and motivation
  • Determining the factors of loyalty
  • Translating this information to effective advertising
  • Measuring Success
  • Currently 22% of all U.S. bike sales
  • Demand above supply
  • Sales doubled in the past 5 years with earnings tripled

5 - 4. Learning Goals

  • Define the consumer market and construct a model of consumer buyer behavior
  • Name the four factors that influence buyer behavior
  • List and understand the types of buying decision behavior and stages in the process
  • Describe the adoption and diffusion process for new products

5. Definitions

  • Consumer buyer behavior refers to the buying behavior of final consumers individuals and households who buy goods and services for personal consumption
  • All of these final consumers combine to make up the consumer market

6. Learning Goals

  • Define the consumer market and construct a model of consumer buyer behavior
  • Name the four factors that influence buyer behavior
  • List and understand the types of buying decision behavior and stages in the process
  • Describe the adoption and diffusion process for new products

7. Model of Buyer Behavior Figure 5.1 5 - 8. Characteristics Affecting Consumer Behavior

    • Culture
      • Forms a persons wants and behavior
    • Subculture
      • Groups with shared value systems
    • Social Class
      • Societys divisions who share values, interests and behaviors
  • Cultural
  • Social
  • Personal
  • Psychological

Key Factors 9. Characteristics Affecting Consumer Behavior

    • Groups
      • Membership
      • Reference
        • Aspirational
      • Opinion leaders
        • Buzz marketing
    • Family
      • Many influencers
    • Roles and status
  • Cultural
  • Social
  • Personal
  • Psychological

Key Factors 10. This advertiser knows teens are strongly influenced by groups when purchasing fashion items Marketing in Action 5 - 11. Characteristics Affecting Consumer Behavior

    • Age and life cycle
    • Occupation
    • Economic situation
    • Lifestyle
      • Activities, interests and opinions
      • Lifestyle segmentation
    • Personality and self-concept
  • Cultural
  • Social
  • Personal
  • Psychological

Key Factors 12. VALS Figure 5.4 5 - 13. Brand Personality Dimensions

  • Sincerity
  • Ruggedness
  • Excitement
  • Competence
  • Sophistication

14. Characteristics Affecting Consumer Behavior

    • Motivation
    • Perception
    • Learning
    • Beliefs and attitudes
  • Cultural
  • Social
  • Personal
  • Psychological

Key Factors 15. Psychological Factors Motivation

  • A motive is a need that is sufficiently pressing to direct the person to seek satisfaction
  • Motivation research is based on Freud.Looks for hidden and subconscious motivation
  • Maslow ordered needs based on how pressing they are to the consumer

16. Maslows Hierarchy of Needs Figure 5.5 5 - 17. This ad demonstrates a product meeting physiological and social needs Marketing in Action 5 - 18. Discussion

  • What consumer products might fulfill multiple levels of the Hierarchy of Needs?

5 - 19. Psychological Factors Perception

  • Perception is the process by which people select, organize, and interpret information.
  • Perception Includes:
    • Selective attention
      • Consumers screen out information
    • Selective distortion
      • People interpret to support beliefs
    • Selective retention
      • People retain points to support attitudes

20. Discussion Question Perception

  • How many ads were you exposed to today?
  • Which ones do you remember?Why?

5 - 21. Psychological FactorsLearning

  • Learning describes changes in an individuals behavior arising from experience
  • Learning occurs through
    • Drives
      • Internal stimulus that calls for action
    • Stimuli
      • Objects that move drive to motive
    • Cues
      • Minor stimuli that affect response
    • Reinforcement
      • Feedback on action

22. Psychological Factors Beliefs and Attitudes

  • Belief
    • a descriptive thought about a brand or service
    • may be based on real knowledge, opinion, or faith
  • Attitude
    • describes a persons evaluations, feelings and tendencies toward an object or idea
    • They are difficult to change

23. Learning Goals

  • Define the consumer market and construct a model of consumer buyer behavior
  • Name the four factors that influence buyer behavior
  • List and understand the types of buying decision behavior and stages in the process
  • Describe the adoption and diffusion process for new products

24. Types of BuyingDecision Behavior Figure 5.6 5 - 25. The Buyer Decision Process Figure 5.7 5 - 26. The Buyer DecisionProcess

  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior
  • Needs can be triggered by:
    • Internal stimuli
      • Normal needs become strong enough to drive behavior
    • External stimuli
      • Advertisements
      • Friends of friends

Process Stages 27. The Buyer DecisionProcess

  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior
  • Consumers exhibit heightened attention or actively search for information
  • Sources of information:
    • Personal
    • Commercial
    • Public
    • Experiential
    • Word-of-mouth

Process Stages 28. The Buyer DecisionProcess

  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior
  • Evaluation procedure depends on the consumer and the buying situation.
  • Most buyers evaluate multiple attributes, each of which is weighted differently.
  • At the end of the evaluation stage, purchase intentions are formed.

Process Stages 29. The Buyer DecisionProcess

  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purc