,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,6-,*,Consumer Markets and Consumer Buyer Behavior,Chapter 6,Definitions,Consumer Buying Behavior,Buying behavior of individuals and households that buy products for personal consumption.,Consumer Market,All individuals/households who buy products for personal consumption.,1,Stimulus Response Model,Marketing and other stimuli enter the buyers“black box”and produce certain choice/purchase responses.,Marketers must figure out what is inside of the buyers“black box”and how stimuli are changed to responses.,Model of Consumer Behavior,2,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Culture,Subcultures in Asia,Racial,Religious,Regional,Social Class,Key Factors,3,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Groups,Membership,Reference,Aspirational groups,Opinion leaders,Buzz marketing,Family,Changing roles of H-W,Children can influence,Roles and Status,Key Factors,4,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Age and life cycle,Occupation,Economic situation,Urbanization in Asia,Lifestyle,Activities,interests,and opinions,Lifestyle segmentation,Personality and self-concept,Brand personality,Key Factors,5,Brand Personality Dimensions,Characteristics Affecting Consumer Behavior,Sincerity,Ruggedness,Excitement,Competence,Sophistication,6,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Motivation,Needs provide motives for consumer behavior,Motivation research,Maslows hierarchy of needs,Perception,Selective attention,selective distortion,selective retention,Learning,Drives,stimuli,cues,responses and reinforcement,Beliefs and attitudes,Key Factors,7,Maslows Hierarchy of Needs,Characteristics Affecting Consumer Behavior,Self-actualization,Esteem Needs,Social Needs,Safety Needs,Physiological Needs,8,Types of Buying-Decision Behavior,Difference between brands,Significant,Differences,Complex buying behavior,Low,FewDifferences,Dissonance-reducing buying behavior,Habitual buying behavior,Variety-seeking buying behavior,High,Involvement Level,9,Five Stages:,Need recognition,Information search,Evaluation of alternatives,Purchase decision,Postpurchase behavior,The Buyer Decision Process,10,The Buyer Decision Process,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,11,The Buyer Decision Process,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,12,The Buyer Decision Process,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,13,The Buyer Decision Process,Need recognition,Information search,Evaluation of alternatives,Purchase decision,Postpurchase behavior,Two factors intercede between purchase intentions and the actual decision:,Attitudes of others,Unexpected situational factors,Process Stages,14,The Buyer Decision Process,Need recognition,Information search,Evaluation of alternatives,Purchase decision,Postpurchase behavior,Satisfaction is important:,Delighted consumers engage in positive word-of-mouth.,Unhappy customers tell on average 11 other people.,It costs more to attract a new customer than it does to retain an existing customer.,Cognitive dissonance is common,Process Stages,15,Buyer Decision Process for New Products,New Products,Good,service or idea that is perceived by customers as new.,Stages in the Adoption Process,Marketers should help consumers move through these stages.,16,Stages in the Adoption Process,Buyer Decision Process for New Products,Awareness,Evaluation,Interest,Trial,Adoption,17,Buyer Decision Process for New Products,Individual Differences in Innovativeness,Consumers can be classified into five adopter categories,each of which behaves differently toward new products.,Product Characteristics and Adoption,Five product characteristics influence the adoption rate.,18,Adopter Categories,Buyer Decision Process for New Products,Innovators,Early Majority,Early Adopters,Late Majority,Laggards,19,Product Characteristics,Buyer Decision Process for New Products,Relative Advantage,Compatibility,Complexity,Divisibility,Communicability,20,Buyer Decision Process for New Products,International Consumer Behavior,Values,attitudes and behaviors differ greatly