Marketing Chapter 5 (Philip Kotler and Gary Amstrong)

Consumer buyer behavior- the buying behavior of final consumersindividuals
and households that buy goods and services for personal consumption.
Consumer market- All the individuals and households that buy or acquire goods
and services for personal consumption
Marketing & other
Buyers Black
Buyers response
Stimuli
Product
Economic
Box
Buyers
Buying attitudes and preferences
Price
Technologi
characteristics
Purchase behavior: what the buyer
Place
cal
Buyers decision
buys,
Promoti
Social
process
when, where, and how much
on
Cultural
Brand and company relationship

behavior
Characteristics Affecting Consumer Behavior

1. Cultural Factors
Culture- The set of basic values, perceptions, wants, and behaviors learned
by a member of society from family and other important institutions.

Subculture- A group of people with shared value systems based on common
life experiences and situations. Culture within a culture.

Social Class- Relatively permanent and ordered divisions in a society whose
members share similar values, interests, and behaviors.
2. Social Factors
Groups- Two or more people who interact to accomplish individual or mutual
goals
1. Membership group- Groups that have a direct influence and to which a
person belongs
Word-of-mouth influence can have a powerful impact on consumer
buying behavior. The personal words and recommendations of
trusted friends, associates, and other consumers tend to be more
credible than those coming from commercial sources, such as
advertisements or salespeople
2. Reference group- direct (face-to-face) or indirect points of comparison
or reference in forming a persons attitudes or behavior
Opinion leader- A person within a reference group who, because of

special skills, knowledge, personality, or other characteristics, exerts
social influence on others.

Family- the most important consumer buying organization in society
Role & Status- persons position in each group
Online social networks- Online social communitiesblogs, social networking Web

sites, or even virtual worldswhere people socialize or exchange information and
opinions.
3.
Personal Factors
Age & Life Cycle Stage
Occupation- affects the goods and services bought.
Economic Situation
Lifestyle- A persons pattern of living as expressed in his or her activities,
interests, and opinions.

Personality & Self-concept- The unique psychological characteristics that
distinguish a person or group.
A brand personality is the specific mix of human traits that may be
attributed to a particular brand.
1. Sincerity- down-to-earth, honest, wholesome, and cheerful
2. Excitement- daring, spirited, imaginative, and up-to-date
3. Competence- reliable, intelligent, and successful
4. Sophistication- upper class and charming
5. Ruggedness- outdoorsy and tough
4. Psychological Factors
Motivation
Motive (drive) - A need that is sufficiently pressing to direct the person to
seek satisfaction of the need.

Perception- The process by which people select, organize, and interpret
information to form a meaningful picture of the world.

1. Selective attentionthe tendency for people to screen out most of the
information to which they are exposedmeans that marketers must work
especially hard to attract the consumers attention
2. Selective distortion describes the tendency of people to interpret
information in a way that will support what they already believe
3. Selective retention means that consumers are likely to remember good
points made about a brand they favor and forget good points made about
competing brands
Learnings- Changes in an individuals behavior arising from experience.

Beliefs & Attitudes
Beliefs- A descriptive thought that a person holds about something.
Attitude- A persons consistently favorable or unfavorable evaluations,

feelings, and tendencies toward an object or idea.
Types of Buying Decision Behavior
Complex buying behavior- Consumer buying behavior in situations

characterized by high consumer involvement in a purchase and significant
perceived differences among brands.

Dissonance-reducing buying Behavior- Consumer buying behavior in
situations characterized by high involvement but few perceived differences
among brands.
Habitual buying behavior- Consumer buying behavior in situations
characterized by low-consumer involvement and few significantly perceived
brand differences.
Variety-seeking buying behavior- Consumer buying behavior in situations
characterized by low consumer involvement but significant perceived brand
differences.
The Buyer Decision Process

1. Need recognition- The first stage of the buyer decision process, in which
the consumer recognizes a problem or need.

internal stimuli- normal needs
external stimuli- advertisements, posters, coupons, point-of-
purchase materials, store displays, etc. which give rise to a drive

2. Information search- The stage of the buyer decision process in which the
consumer is aroused to search for more information; the consumer may
simply have heightened attention or may go into an active information
search.
3. Evaluation of alternatives- The stage of the buyer decision process in
which the consumer uses information to evaluate alternative brands in the
choice set.
4. Purchase decision- The buyers decision about which brand to purchase.
5. Postpurchase behavior- The stage of the buyer decision process in which
consumers take further action after purchase based on their satisfaction or
dissatisfaction with a purchase.
Cognitive dissonance- Buyer discomfort caused by postpurchase conflict.

The Buyer Decision Process for New Products
1. New product- A good, service, or idea that is perceived by some potential
customers as new.
2. Adoption process- The mental process through which an individual passes
from first hearing about an innovation to final adoption.
Stages in adoption process
1. Awareness: The consumer becomes aware of the new product but lacks
information about it.
2. Interest: The consumer seeks information about the new product.
3. Evaluation: The consumer considers whether trying the new product makes
sense.
4. Trial: The consumer tries the new product on a small scale to improve his or
her estimate of its value.
5. Adoption: The consumer decides to make full and regular use of the new
product.
Individual Differences in Innovativeness
The five adopter groups have differing values:
1. Innovators are venturesomethey try new ideas at some risk.
2. Early adopters are guided by respectthey are opinion leaders in their
communities and adopt new ideas early but carefully.
3. Early majority is deliberate although they rarely are leaders, they adopt
new ideas before the average person.
4. Late majority is skepticalthey adopt an innovation only after a majority of
people have tried it.
5. Laggards are tradition boundthey are suspicious of changes and adopt the
innovation only when it has become something of a tradition itself.
Influence of Product Characteristics on Rate of Adoption
Five characteristics are especially important in influencing an innovations rate of
adoption.
1. Relative advantage: The degree to which the innovation appears superior

to existing products
2. Compatibility: The degree to which the innovation fits the values and
experiences of potential consumers
3. Complexity: The degree to which the innovation is difficult to understand or
use
4. Divisibility: The degree to which the innovation may be tried on a limited
basis
5. Communicability: The degree to which the results of using the innovation
can be observed or described to others

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Consumer buyer behavior- the buying behavior of final consumersindividuals

Buying attitudes and preferences

Purchase behavior: what the buyer

when, where, and how much

Brand and company relationship

Characteristics Affecting Consumer Behavior

by a member of society from family and other important institutions.

life experiences and situations. Culture within a culture.

Opinion leader- A person within a reference group who, because of

social influence on others.

Online social networks- Online social communitiesblogs, social networking Web

interests, and opinions.

seek satisfaction of the need.

information to form a meaningful picture of the world.

Learnings- Changes in an individuals behavior arising from experience.

Attitude- A persons consistently favorable or unfavorable evaluations,

Types of Buying Decision Behavior

Complex buying behavior- Consumer buying behavior in situations

perceived differences among brands.

The Buyer Decision Process

the consumer recognizes a problem or need.

external stimuli- advertisements, posters, coupons, point-of-

purchase materials, store displays, etc. which give rise to a drive

Cognitive dissonance- Buyer discomfort caused by postpurchase conflict.

1. Relative advantage: The degree to which the innovation appears superior

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