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    Analyzing Consumer Markets and Buyer Behavior

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    Arshat Hameed

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    © All Rights Reserved
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    Analyzing Consumer Markets and Buyer Behavior

    Uploaded by

    Arshat Hameed
    17 views16 pages

    Original Title

    Analysing Consumer Market

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    © © All Rights Reserved

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    © All Rights Reserved
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    17 views16 pages

    Analyzing Consumer Markets and Buyer Behavior

    Uploaded by

    Arshat Hameed

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 16

    Chapter 6

    Analyzing Consumer
    Markets and Buyer
    Behavior
    PowerPoint by Karen E. James
    Louisiana State University - Shreveport

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 1 in Chapter 6
    Objectives

     Determine how cultural, social,


    personal, and psychological
    factors influence consumer buying
    behavior.
     Describe how the consumer
    makes a purchasing decision.

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 2 in Chapter 6
    Consumer Behavior

     The field of Consumer Behavior:


    “studies how individuals, groups,
    and organizations select, buy, use,
    and dispose of goods, services,
    ideas, or experiences to satisfy
    their needs and desires.”

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 3 in Chapter 6
    How and Why Consumers Buy

     Buying behavior is influenced by:


    – Cultural factors
    – Social factors
    – Personal factors
    – Psychological factors

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 4 in Chapter 6
    How and Why Consumers Buy

    Influence Factors  Exert broadest


    and deepest
     Cultural influence
     Culture
     Social
     Subculture
     Personal
     Social classes
     Psychological

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 5 in Chapter 6
    How and Why Consumers Buy

    Major Indian Social Classes


     Elite Class
     Upper Class
     Upper Middle
    Class  Middle Middle
     Lower Middle Class
    Class  Working Class
    Solitary Survivors
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 6 in Chapter 6
    How and Why Consumers Buy

    Influence Factors  Reference groups


    – Membership
     Primary vs.
     Cultural secondary
    – Aspirational vs.
     Social dissociative
     Personal  Family

     Psychological  Social roles and


    statuses
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 7 in Chapter 6
    How and Why Consumers Buy

    Influence Factors  Age


     Stage in life cycle
     Occupation
     Cultural
     Economic
     Social circumstances
     Personal  Lifestyle
     Personality
     Psychological
     Self-concept
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 8 in Chapter 6
    How and Why Consumers Buy

    Influence Factors  Motivation


     Perception
     Cultural  Learning
     Social  Beliefs
     Personal  Attitudes
     Psychological

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 9 in Chapter 6
    Consumer Buying Decision Process

     In addition to understanding how


    these factors influence
    consumers, marketers must
    identify and understand:
    – Who makes the buying decision
    – The types of buying decisions
    – The stages in the buying process
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 10 in Chapter 6
    Consumer Buying Decision Process

    Understand  Initiator
     Influencer
     Buying roles  Decider
     Buying behavior  Buyer
     Buying decision  User
    process
     Gatekeeper
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 11 in Chapter 6
    Consumer Buying Decision Process

    Understand  Complex buying


    behavior
     Dissonance-
     Buying roles reducing buying
    behavior
     Buying behavior
     Habitual buying
     Buying decision behavior
    process  Variety-seeking
    buying behavior
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 12 in Chapter 6
    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 13 in Chapter 6
    Consumer Buying Decision Process

    Understand  Problem recognition


     Information search
     Buying roles  Evaluation of
    alternatives
     Buying behavior
     Purchase decision
     Buying decision
     Postpurchase
    process behavior

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 14 in Chapter 6
    Consumer Buying Decision Process

     Postpurchase Behavior:
    – Consumers’ expectations are
    compared to performance
    – Postpurchase satisfaction
    influences future behavior
     Purchasingbehavior
     Word-of-mouth communications

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 15 in Chapter 6
    Consumer Buying Decision Process

     Marketers should attempt to influence


    and monitor postpurchase behavior
    – Postpurchase communications reduce
    dissonance, returns, and order
    cancellations
    – Talk with customers to discover new
    uses for existing products
    – Investigate methods of product disposal

    ©2003 Prentice Hall, Inc. To accompany A Framework for Marketing Management, 2nd Edition Slide 16 in Chapter 6

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