Consumer Buyer Behavior

Figure 6-2:

Factors Influencing Consumer Behavior

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Characteristics Affecting Consumer Behavior

Key Factors
Culture Subculture
Hispanic consumers African Americans Asian Americans Mature consumers

Cultural Social Personal Psychological

Social Class
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Characteristics Affecting Consumer Behavior

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.
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Sears uses the Fiesta mobile to visit Hispanic neighborhoods regularly

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Characteristics Affecting Consumer Behavior

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.
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Hallmark offers an Afrocentric line of greeting cards called Mahogany. What other brands have been targeted specifically to African Americans?

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Characteristics Affecting Consumer Behavior

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 firms now target this group more heavily.
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Characteristics Affecting Consumer Behavior

Mature Consumers
75 million consumers age 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.
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Characteristics Affecting Consumer Behavior

Key Factors
Groups
Membership Reference

Cultural Social Personal Psychological

Aspirational groups Buzz marketing

Opinion leaders

Family
Kids can influence

Roles and Status

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Characteristics Affecting Consumer Behavior

Key Factors
Age and life-cycle Occupation Economic situation Lifestyle
Activities, interests, and opinions Lifestyle segmentation

Cultural Social Personal Psychological

Personality and selfconcept

Brand personality
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Lifestyles: Jeep targets people who want to leave the civilized world behind What other types of images could be used to appeal to this lifestyle?
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Figure 6-3:

VALS Lifestyle Classification

Learn more about VALS and take the VALS survey online by clicking the web link icon below.

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Characteristics Affecting Consumer Behavior

Brand Personality Dimensions Sincerity Ruggedness Excitement Competence

Sophistication
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Think about Tide detergent.

What brand personality seems to describe Tide best? Can you think of examples of brands that fit each personality type?
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Characteristics Affecting Consumer Behavior

Key Factors
Motivation
Needs provide motives Motivation research Maslows hierarchy of needs

Cultural Social Personal Psychological

Perception
Selective attention, selective distortion, selective retention

Learning
Drives, stimuli, cues, responses and reinforcement

Beliefs and attitudes

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Figure 6-4:

Maslows Hierarchy

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The milk moustache campaign changed attitudes toward milk.

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Figure 6-5:

Types of Buying Behavior

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Figure 6-6:

The Buyer Decision Process

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The Buyer Decision Process

Stages
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
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Attempt to stimulate need recognition

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The Buyer Decision Process

Stages
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

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The Buyer Decision Process

Stages
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 end of the evaluation stage, purchase intentions are formed.
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The Buyer Decision Process

Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Two factors intercede between purchase intentions and the actual decision:
Attitudes of others Unexpected situational factors
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The Buyer Decision Process

Stages
Need recognition Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Satisfaction is key:
Delighted consumers engage in positive word-of-mouth. Unhappy customers tell on average 11 other people. It costs more to attract a new customer than it does to retain an existing customer.

Cognitive dissonance
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Buyer Decision Process for New Products

New Products
Good, service or idea that is perceived by customers as new.

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Buyer Decision Process for New Products

Stages in the Adoption Process
Marketers should help consumers move from awareness to adoption.

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Buyer Decision Process for New Products

Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption
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Buyer Decision Process for New Products

Individual Differences in Innovativeness
Consumers can be classified into five adopter categories, each of which behaves differently toward new products.

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Figure 6-7:

Adopter Categories Based on Relative Time of Adoption

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Buyer Decision Process for New Products

Product Characteristics and Adoption
Five product characteristics influence the adoption rate.
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Buyer Decision Process for New Products

Product Characteristics
Relative Advantage Compatibility Complexity Divisibility Communicability
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Discussion Question
Describe how each of the five productrelated innovation characteristics will influence the rate of the adoption for this product.

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Buyer Decision Process for New Products

International Consumer Behavior
Values, attitudes and behaviors differ greatly in other countries. Physical differences exist that require changes in the marketing mix. Customs vary from country to country. Marketers must decide the degree to which they will adapt their marketing efforts.
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