1 / 10

CHAPTER 6

CHAPTER 6. ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR. INFLUENCING FACTORS IN BUYING BEHAVIORS. Cultural Factors: Culture: Wants and behaviors of consumers Subculture: Nationalities, religion and regional differences Social Class: Income factor:

noelle
Télécharger la présentation

CHAPTER 6

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. CHAPTER 6 ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR

  2. INFLUENCING FACTORS IN BUYING BEHAVIORS • Cultural Factors: • Culture: • Wants and behaviors of consumers • Subculture: • Nationalities, religion and regional differences • Social Class: • Income factor: • social classes differ in many characteristics-high, middle and low income groups • members behave more alike within each class • members perceived as inferior/superior • clusters of variation exists in each class • members move from one class to another.

  3. INFLUENCING FACTORS IN BUYING BEHAVIORS • Social Factor: • Reference Groups-membership groups: • primary-family, relatives, co-workers • secondary-professional groups • aspirational • dissociative • opinion leaders • Family: • Husband, wife and children • Role and Status.

  4. INFLUENCING FACTORS IN BUYING BEHAVIORS • Personal Factors: • Age and Life Cycle Stages • family life cycle • psychological life cycle • Occupation: • White color or blue color workers • Economic Circumstances: • Spending/saving • Life Style: • Psychographics and Value and life styles (VALS principle • Personality and Self-Concept-self image: • actual self-concept-how you view yourself • ideal self-concept-how you would like to view yourself • others self-concept-how you think others view yourself

  5. INFLUENCING FACTORS IN BUYING BEHAVIORS • Psychological Factors: • Motivation: • Need satisfaction and drive to act: • biogenic-hunger, thirst • psychogenic-esteem, recognition • motive-pressing person to act • Theories of motivation: • Freud’s theory -unconscious behaviors • Maslow’s theory-need satisfaction • Herzberg’s theory-satisfiers/dissatisfiers • Perception-How the motivated person act: • Selective attention: • People do not pay attention everything around them • Selective distortion: • People twist information into personal meaning • Selective Retention: • People will forget what they learn

  6. INFLUENCING FACTORS IN BUYING BEHAVIORS • Learning-arise from experience • Drive: • Strong internal stimulus impelling action • Cue: • Minor stimuli • Reinforcement: • Rewarding experience • Beliefs and Attitudes: • Beliefs: • Descriptive thought based on knowledge and opinion • Attitudes: • Favorable/unfavorable feelings

  7. BUYING PROCESS • Buying Roles: • initiator-person who suggests the idea • influencer-person who gives advise • decider-person who decides to buy • buyer-person who makes actual purchase • user-person who consumes • Buying Behavior: • complex buying behaviors: • High-involvement: • Develop beliefs • Develop attitudes • Purchase decision

  8. BUYING PROCESS (CONT.) • Dissonance reducing behaviors • Few differences between brands: • Infrequent purchase • Habitual behavior: • Low-involvement: • Brand familiarity and conviction. • Techniques to convert high involved purchase to low involved purchase: • link the product to some issues(problem solving) • link to personal situation • trigger emotions • add important features, • Variety-seeking buying behaviors: • Brand switching

  9. BUYING PROCESS (CONT.) • Buying Decision Process: • Problem recognition • Information search: • personal-family friend • commercial-advertising, salesperson • public-consumer union • experiential-personal experience • Information about competing set of brands: • total set • awareness set • consideration set • choice set • final decision

  10. BUYING PROCESS (CONT.) • Evaluation of alternatives: • Brand belief and brand image(needs and benefits) • Purchase: • attitudes of others • unanticipated situational factors • perceived risk • Purchase sub-decisions: • Brand, vendor, quantity, timing and payment method • Post Purchase behaviors: • Post-purchase satisfaction: • Satisfied, somewhat satisfied, dissatisfied • Post-purchase action: • Repeat purchase • Complains • Post-purchase use and disposal of product: • Storage and new uses of the product

More Related