ch06.ppt this the ppt of consumer behaviour analysis and it's impacts

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1. 6-1
Chapter 6
Consumer and Business Buyer
Behavior

2. 6-2
Road Map: Previewing the Concepts
Understand the consumer market and the major
factors that influence consumer buyer behavior.
Identify and discuss the stages in the buyer
decision process.
Describe the adoption and diffusion process for
new products.
Define the business market and identify the
major factors that influence business buyer
behavior.
List and define the steps in the business buying
decision process.

3. 6-3
Consumer Buying Behavior
Consumer Buying Behavior refers to the
buying behavior of final consumers -
individuals & households - who buy goods
and services for personal consumption.
These final consumers make up the
consumer market.
The central question for marketers is:
“How do consumers respond to various
marketing efforts the company might use?”

4. 6-4
Model of Buyer Behavior
(Fig. 6-1)

5. 6-5
Factors Influencing
Consumer Behavior (Fig. 6-2)

6. 6-6
Factors Affecting Consumer
Behavior: Culture
Subculture
•Groups of people with shared
value systems based on
common life experiences.
•Hispanic Consumers
•African American Consumers
•Asian American Consumers
•Mature Consumers
Culture is the Most Basic Cause of a Person's
Wants and Behavior.

7. 6-7
Factors Affecting Consumer
Behavior: Culture
Social Class
•Society’s relatively
permanent & ordered
divisions whose members
share similar values,
interests, and behaviors.
•Measured by a Combination
of: Occupation, Income,
Education, Wealth and
Other Variables.

8. 6-8
Factors Affecting Consumer
Behavior: Social

Roles and Status
Family Most
Important Consumer Buying Organization
Groups
Membership, Reference,
or Aspirational

9. 6-9
Personal Influences
Age and Life
Cycle Stage
Occupation
Personality &
Self-Concept
Economic
Situation
Activities Interests
Lifestyle Identification
Opinions
Factors Affecting Consumer
Behavior: Personal

10. 6-10
Jeep
Ad shows how the
lifestyle concept (a
person’s pattern of
living) can help the
marketer understand
consumer values and
how they affect buying
behavior.
Ad targets people who
want to “leave the
civilized world behind”.

11. 6-11
Factors Affecting Consumer
Behavior: Psychological
Psychological
Factors
Affecting
Buyers
Choices
Motivation
Perception
Learning
Beliefs and
Attitudes

12. 6-12
Maslow’s Hierarchy of Needs
(Fig. 6-3)

13. 6-13
Buyer Decision Process
(Fig. 6-4)

14. 6-14
Buyer Decision Process
Step 1. Need Recognition
Internal Stimuli
–
Hunger
External
Stimuli-
Friends
Buyer
Recognizes
a
Problem
or a
Need
Arising
From:

15. 6-15
•Family, friends, neighbors
•Most effective source of
information
•Advertising, salespeople
•Receives the most information
from these sources
•Mass Media
•Consumer-rating groups
•Handling the product
•Examining the product
•Using the product
Personal Sources
Commercial Sources
Public Sources
Experiential Sources
The Buyer Decision Process
Step 2. Information Search

16. 6-16
Consumer May Use Careful
Calculations & Logical Thinking
Consumers May Buy on Impulse and
Rely on Intuition
Consumers May Make Buying Decisions
on Their Own
Consumers May Make Buying Decisions
Only After Consulting Others
Marketers Must Study Buyers to Find Out
How They Evaluate Brand Alternatives
The Buyer Decision Process
Step 4. Evaluation of Alternatives

17. 6-17
Purchase Intention
Desire to buy the most preferred brand
Purchase Decision
Unexpecte
d
Situational
Factors
Attitude
s of
Others
The Buyer Decision Process
Step 5. Purchase Decision

18. 6-18
Consumer’s
Expectations of Product’s Performance
Product’s Perceived
Performance
Dissatisfied Customer
Satisfied Customer!
The Buyer Decision Process
Step 6. Postpurchase Behavior




















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19. 6-19
Pair with the student on your right. Using
the information found in Figure 6-4, trace a
recent purchase each of you have made.
Be sure to examine each of the five stages
of the buyer decision process and detail
your experiences in each stage.
What could the seller have done to make
your buying experience better?
Did you experience any cognitive
dissonance? Explain.

20. 6-20
Stages in the Adoption Process
Awareness: Consumer becomes aware of the
new product, but lacks information about it.
Interest: Consumer seeks information about
new product.
Evaluation: Consumer considers whether
trying the new product makes sense.
Trial: Consumer tries new product on a small
scale to improve his or her estimate of its value.
Adoption: Consumer decides to make full and
regular use of the new product.

21. 6-21
Adopter Categories (Fig. 6-5)

22. 6-22
Divisibility
Can the innovation
be used on a
limited basis?
Complexity
Is the innovation
difficult to
understand or use?
Communicability
Can results be easily
observed or described
to others?

Compatibility
Does the innovation
fit the values and
experience of the
target market?
Relative Advantage
Is the innovation
superior to existing
products?
Influence of Product Characteristics
on Rate of Adoption

23. 6-23
Characteristics of Business
Markets
Market Structure and
Demand
Contain far fewer, but
larger buyers,
Customers are more
geographically
concentrated,
Business demand is
derived from final
consumer demand.
Nature of the
Buying Unit
Business purchases
involve more buyers.
Business buying
involves a more
professional
purchasing effort.

24. 6-24
Business
buyers
usually
face more
complex
buying
decisions.
Characteristics of Business
Markets
Business
buying
process is
more
formalized.
Types of Decisions and the
Decision Process
Buyers and
sellers are
more
dependent on
each other.

25. 6-25
Model of Business Buyer
Behavior (Fig. 6-6)

26. 6-26
New Task Buying
I
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d

D
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n

M
a
k
i
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g Modified Rebuy
Major Types of Buying Situations
Straight Rebuy

27. 6-27
Identify which of the major types of
business buying situations is
represented by the following:
Chrysler’s purchase of computers that
go in cars and adjust engine
performance to changing driving
conditions.

28. 6-28
Participants in the Business
Buying Process
Decision-making unit
of a buying
organization is called
its buying center.
Not a fixed and
formally identified
unit.
Will vary for different
products and buying
situations.
Major challenge for
the marketer to find
out:
Who is part of the
decision?
What decisions do they
influence?
What is their relative
degree of influence?
What evaluative criteria
does each decision
participant use?

29. 6-29
Major Influences on Business
Buyer Behavior (Fig. 6-7)

30. 6-30
The Business Buying Process
(Fig. 6-8)

31. 6-31
Business Buying on the Internet
Business buyers may purchase
electronically by:
Electronic data interchange links (EDI)
The Internet
E-procurement yields benefits:
Eliminates paperwork,
Reduces time between order & delivery.
E-procurement has problems:
Eliminates some jobs,
Can erode customer-supplier
relationships,
Can create security disasters.

32. 6-32
Road Map: Reviewing the Concepts
Understand the consumer market and the major
factors that influence consumer buyer behavior.
Identify and discuss the stages in the buyer
decision process.
Describe the adoption and diffusion process for
new products.
Define the business market and identify the
major factors that influence business buyer
behavior.
List and define the steps in the business buying
decision process.