,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 6,0,Objectives,Be able to define the consumer market and construct a simple model of consumer buyer behavior.,Know the four major factors that influence consumer buyer behavior.,1,Objectives,Understand the major types of buying decision behavior and the stages in the buyer decision process.,Be able to describe the adoption and diffusion process for new products.,2,Harley“Hogs”account for 1/5 of U.S.cycle sales,Sales have exceeded supply for years,1986-2000:Four stock splits,increase of 7,100%,Fiercely loyal clientele revolves around 7 core customer types,Harley owners use their bikes to express their lifestyle and attitudes,Advertising reflects the Harley mystique,Harley-Davidson,Case Study,3,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.,4,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,5,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Culture,Subculture,Hispanic consumers,African Americans,Asian Americans,Mature consumers,Social Class,Key Factors,6,Hispanics,35 million consumers purchase$425 billion worth of goods and services.,Expected to grow 64%in 20 years.,Spanish media makes group easy to reach.,Brand loyal group.,Characteristics Affecting Consumer Behavior,7,African Americans,35 million consumers purchase$527 billion worth of goods and services.,Growing more affluent/sophisticated.,Price and brand name conscious;quality and selection are important.,Certain media target this group.,Characteristics Affecting Consumer Behavior,8,Asian Americans,10 million consumers purchase$229 billion worth of goods and services.,Fastest growing,most affluent subculture.,Many nationalities comprise this group.,Consumer packaged goods companies now target this group more heavily.,Characteristics Affecting Consumer Behavior,9,Mature Consumers,75 million consumers aged 50+will grow to 115 million within 25 years.,Mature consumers control 50%of all discretionary income.,Attractive market for travel,restaurant,and cosmetics products,among others.,Characteristics Affecting Consumer Behavior,10,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Groups,Membership,Reference,Aspirational groups,Opinion leaders,Buzz marketing,Family,Children can influence,Roles and Status,Key Factors,11,Characteristics Affecting Consumer Behavior,Cultural,Social,Personal,Psychological,Age and life cycle,Occupation,Economic situation,Lifestyle,Activities,interests,and opinions,Lifestyle segmentation,Personality and self-concept,Brand personality,Key Factors,12,Brand Personality Dimensions,Characteristics Affecting Consumer Behavior,Sincerity,Ruggedness,Excitement,Competence,Sophistication,13,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,14,Maslows Hierarchy of Needs,Characteristics Affecting Consumer Behavior,Self-actualization,Esteem Needs,Social Needs,Safety Needs,Physiological Needs,15,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,16,Five Stages:,Need recognition,Information search,Evaluation of alternatives,Purchase decision,Postpurchase behavior,The Buyer Decision Process,17,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,18,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,19,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 en