3

Consumer Markets and Consumer

Buyer Behavior
After studying this chapter, you should be able to:
1. Define the consumer market and construct a
simple model of consumer buyer behavior
2. Name the four major factors that influence
consumer buyer behavior
3. List and understand the major types of buying
decision behavior and the stages in the buyer
decision process
4. Describe the adoption and diffusion process for
new products

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1. Model of Consumer Behavior
2. Characteristics Affecting Consumer
Behavior
3. Types of Buying Decision Behavior
4. The Buyer Decision Process
5. The Buyer Decision Process for New
Products
6. Consumer Behavior Across
International Borders
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Consumer buyer behavior refers to the
buying behavior of final consumers—
individuals and households who buy
goods and services for personal
consumption

Consumer market refers to all the

individuals & household who buy or
acquire goods & services for personal
consumption
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4P’s and other
stimuli, economic, MARKETING AND
OTHER STIMULI
Technology, political
& Cultural

Buyer characteristics,
BUYER’S BLACK
Buyer decision BOX
Process

Product choice
Brand choice
BUYER RESPONSES
Dealer choice
Purchase timing/amount
Marketing stimuli Other stimuli
consists of the 4 Ps include:
• Product • Economic forces

• Price • Technological

• Place forces
• Promotion • Political forces

• Cultural forces

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 Factors of Influencing Consumer
Behavior

Cultural Social Personal

Psychological
Age &
Culture Groups & Lifestyle Motivation
Reference Occupational
s Buyer
Perception
Sub- Economic
Family Situation
Culture Learning
Lifestyle
Beliefs &
Social Roles &
Personality & Attitudes
Status
Class Self Concept
Culture is the learned values,
perceptions, wants, and
behavior from family and other
important institutions

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Subculture are groups of people with
shared value systems based on common
life experiences and situations

• African American
• Asian
• Mature consumers
• Hispanic consumers

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Social classes are society’s relatively
permanent and ordered divisions whose
members share similar values,
interests, and behaviors

Social class is measured by a combination

of occupation, income, education,
wealth, and other variables

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The major social classes
• Upper class
• Middle class
• Working class
• Lower class

Opinion leader
•Person within a reference group who,

because of special skills, knowledge,

personality, exert social influence on
others
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 Social Factors
Groups

Membership groups have a direct influence and

to which a person belongs
Aspiration groups are groups to which an
individual wishes to belong
Reference groups are groups that form a
comparison or reference in forming attitudes
or behavior

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 Social Factors
Groups

Opinion leaders are people within a reference

group with special skills, knowledge,
personality, or other characteristics that can
exert social influence on others
• Buzz marketing enlists opinion leaders to
spread the word
• Social networking is a new form of buzz
marketing
• MySpace.com
• Facebook.com

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 Social Factors

Family is the most important consumer-buying

organization in society

Social roles and status are the groups, family,

clubs, and organizations to which a person
belongs that can define role and social
status

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 Personal Factors

• Personal characteristics
• Age and life-cycle stage
• Occupation
• Economic situation
• Lifestyle
• Personality and self-concept
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 Personal Factors

Age and life-cycle stage

• RBC Royal Band stages:
• Youth—younger than 18
• Getting started—18-35
• Builders—35-50
• Accumulators—50-60
• Preservers—over 60

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 Personal Factors

Occupation affects the goods and services

bought by consumers

Economic situation includes trends in:

• Personal income
• Savings
• Interest rates

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 Personal Factors

Lifestyle is a person’s pattern of living as

expressed in his or her psychographics
• Measures a consumer’s AIOs (activities,
interests, and opinions) to capture information
about a person’s pattern of acting and
interacting in the environment

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 Personal Factors

Values and Lifestyle (VALS) typology

• Classifies people according to how they

spend money and time

• Primary motivations
• Resources

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 Personal Factors

• Primary motivations divided by three

major types:
• Ideals – guided by knowledge and principles
• Achievement – look for products and services
that demonstrate success
• Self-expression – desire social or physical
activity, variety and risk.

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 Personal Factors

• Resources
• High resources
• Innovators exhibit all primary motivations
• Low resources
• Survivors do not exhibit strong primary motivation

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 Personal Factors
Personality and Self-Concept

Personality refers to the unique psychological

characteristics that lead to consistent and
lasting responses to the consumer’s
environment

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 Personal Factors
Personality and Self-Concept

Brand personality refers to the specific mix

of human traits that may be attributed to a
particular brand
• Sincerity
• Excitement
• Competence
• Sophistication
• Ruggedness

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 Personal Factors
Personality and Self-Concept

Self-concept refers to people’s possessions that

contribute to and reflect their identities

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 Psychological Factors

• Motivation
• Perception
• Learning
• Beliefs and attitudes

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 Psychological Factors
Motivation

A motive is a need that is sufficiently

pressing to direct the person to seek
satisfaction

Motivation research refers to qualitative

research designed to probe consumers’
hidden, subconscious motivations

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 Psychological Factors
Abraham Maslow’s Hierarchy of Needs
• People are driven by particular needs at
particular times
• Human needs are arranged in a hierarchy from
most pressing to least pressing
• Psychological
• Safety
• Social
• Esteem
• Self-actualization

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 Psychological Factors

Perception is the process by which people

select, organize, and interpret information to
form a meaningful picture of the world from
three perceptual processes
• Selective attention

• Selective distortion

• Selective retention

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 Psychological Factors

Selective attention is the tendency for people

to screen out most of the information to which
they are exposed
Selective distortion is the tendency for people
to interpret information in a way that will
support what they already believe
Selective retention is the tendency to
remember good points made about a brand
they favor and to forget good points about
competing brands

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 Psychological Factors

Learning is the changes in an individual’s

behavior arising from experience and
occurs through interplay of:
• Drives
• Stimuli
• Cues
• Responses
• Reinforcement

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 Psychological Factors
Beliefs and Attitudes

Belief is a descriptive thought that a

person has about something based on:
• Knowledge

• Opinion

• Faith

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 Psychological Factors
Beliefs and Attitudes

Attitudes describe a person’s relatively

consistent evaluations, feelings, and
tendencies toward an object or idea

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• Complex buying behavior
• Dissonance-reducing buying behavior
• Habitual buying behavior
• Variety-seeking buying behavior

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 Complex Buying Behavior

Consumer buying behavior in situations

characterized by high consumer involvement in a
purhcase & significant perceived differences
among brands

Purchasers are highly motivated when:

• Product is expensive

• Product is risky

• Product is purchased infrequently

• Product is highly self-expressive

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Dissonance-reducing buying behavior
occurs when consumers are highly
involved with an expensive,
infrequent, or risky purchase, but see
little difference among brands

Post-purchase dissonance occurs when

the consumer notices certain
disadvantages of the product
purchased or hears favorable things
about a product not purchased 5-35
Habitual buying behavior occurs when
consumers have low involvement and
there is little significant brand
difference

Variety-seeking buying behavior occurs

when consumers have low involvement
and there are significant brand
differences
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Five stages in the buyer decision process
1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

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 Need Recognition

Need recognition occurs when the

buyer recognizes a problem or need
triggered by:
• Internal stimuli

• External stimuli

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 Information Search

Information search is the amount of

information needed in the buying process
and depends on the strength of the drive,
the amount of information you start with,
the ease of obtaining the information, the
value placed on the additional information,
and the satisfaction from searching
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 Information Search

Sources of information:
Personal sources—family and friends
Commercial sources—advertising, Internet
Public sources—mass media, consumer
organizations
Experiential sources—handling, examining,
using the product

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 Evaluation of Alternatives

Evaluation of alternatives is how the

consumer processes information to
arrive at brand choices

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 Purchase Decision

The purchase decision is the act by the

consumer to buy the most preferred
brand

The purchase decision can be affected

by:
• Attitudes of others

• Unexpected situational factors

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 Post-Purchase Decision

The post-purchase decision is the

satisfaction or dissatisfaction the
consumer feels about the purchase

Relationship between:
• Consumer’s expectations

• Product’s perceived performance

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 Post-Purchase Decision

The larger the gap between expectation

and performance, the greater the
consumer’s dissatisfaction

Cognitive dissonance is the discomfort

caused by a post-purchase conflict

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 Post-Purchase Decision

Customer satisfaction is a key to

building profitable relationships with
consumers—to keeping and growing
consumers and reaping their customer
lifetime value

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New product is a good, service, or idea
that is perceived by some potential
customers as new

Adoption process is the mental process

an individual goes through from first
learning about an innovation to final
regular use

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 Stages in the Adoption Process

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

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 Stages in the Adoption Process

Awareness is when the consumer

becomes aware of the new product but
lacks information

Interest is when the consumer seeks

information about the new product

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 Stages in the Adoption Process

Evaluation is when the consumer

considers whether trying the new
product makes sense

Trial is when the consumer tries the new

product to improve his or her estimate
of value

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 Stages in the Adoption Process

Adoption is when the consumer decides

to make full and regular use of the
product

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 Individual Differences in Innovation

Early adopters are opinion leaders and adopt

new ideas early but cautiously
Early majority are deliberate and adopt new
ideas before the average person
Late majority are skeptical and adopt new ideas
only after the majority of people have tried it
Laggards are suspicious of changes and adopt
new ideas only when they become tradition

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 Influence of Product Characteristics
on Rate of Adoption

Relative advantage is the degree to which an

innovation appears to be superior to existing
products

Compatibility is the degree to which an

innovation fits the values and experiences of
potential consumers

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 Influence of Product Characteristics
on Rate of Adoption

Complexity is the degree to which the

innovation is difficult to understand or
use

Divisibility is the degree to which the

innovation may be tried on a limited
basis

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Differences can include:
• Values

• Attitudes

• Behaviors

The question for marketers is whether to

adapt or standardize the marketing

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