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Chapter 5 (Part 2) Consumer Markets and Buyer Behavior: Introduction To Marketing (MKT-202) Nahin Sultana (NHSU)

This document summarizes key aspects of consumer markets and buyer behavior discussed in Chapter 5, Part 2 of the Introduction to Marketing course. It outlines the model of consumer behavior, characteristics affecting consumer decisions, different types of buying behaviors, and the buyer decision process. The buyer decision process involves need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also discusses the adoption process for new products and influence of product characteristics on the rate of adoption.

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Nahid Farzana 1610449630
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36 views14 pages

Chapter 5 (Part 2) Consumer Markets and Buyer Behavior: Introduction To Marketing (MKT-202) Nahin Sultana (NHSU)

This document summarizes key aspects of consumer markets and buyer behavior discussed in Chapter 5, Part 2 of the Introduction to Marketing course. It outlines the model of consumer behavior, characteristics affecting consumer decisions, different types of buying behaviors, and the buyer decision process. The buyer decision process involves need recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. It also discusses the adoption process for new products and influence of product characteristics on the rate of adoption.

Uploaded by

Nahid Farzana 1610449630
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 5 (Part 2)

Consumer Markets and Buyer Behavior

Introduction to Marketing (MKT-202)

Nahin Sultana (NHSU)


OBJECTIVES OUTLINE

• Model of Consumer Behavior

• Characteristics Affecting Consumer Behavior

• Buying Decision Behavior and the Buyer Decision Process

• The Buyer Decision Process for New Products

NHSU (MKT-202) 2
Model of Consumer Behavior

NHSU (MKT-202) 3
Types of Buying Decision Behavior

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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.

• Product is expensive, risky, purchased


infrequently and highly self-expressive

• Needs to learn about the product

• Marketers need to differentiate their brand’s


features and benefits

• Need appropriate sales and promotional


approaches.

NHSU (MKT-202) 5
Types of Buying Decision Behavior
Dissonance-reducing buying behavior
Consumer buying behavior in situations characterized by high-involvement but few differences among
brands.

• Expensive, risky, infrequent purchase but


little differences among brands.

• Purchase decision taken relatively quickly.

• Post-purchase dissonance (after-sale


discomfort)

• Marketer’s after-sale communications and


support

NHSU (MKT-202) 6
Types of Buying Decision Behavior
Habitual buying behavior
Consumer buying behavior in situations characterized by low consumer involvement and few
significant perceived brand differences.

• Low-cost and frequently purchased products.

• Do not search extensive information.

• Purchase decisions driven mostly out of habit than strong brand


loyalty.

• Marketers often use price and sales promotions to promote


buying.

• Alternatively may add features or enhancements to differentiate


their brands.
NHSU (MKT-202) 7
Types of Buying Decision Behavior
Variety-seeking behavior
Consumer buying behavior in situations characterized by low consumer involvement but significant
perceived brand differences.

• Frequent brand switching

• Boredom or willingness to try something


different

• Market-leaders may dominate shelf space and


run frequent reminder advertising

• Challenger firms may encourage variety seeking


by offering lower prices, special deals, free
samples and advertising
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The Buyer Decision Process

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The Buyer Decision Process
Need Recognition
The first step of the buyer decision process in which the consumer recognizes a problem or need.
• Can be triggered by internal or external stimuli

Information Search
The stage of the buyer decision process in which the consumer is motivated to search for more
information.
• Commercial Sources (advertising, salespeople, packaging, displays)
• Public Sources (mass media, social media, peer reviews)
• Experiential (examining and using the product)

Alternative Evaluation
The stage of the buyer decision process in which the consumer uses information to evaluate alternative
brands in the choice set.
• Logic vs Impulse
• Narrow down interested attributes (price, style, operating economy, performance)
NHSU (MKT-202) 10
The Buyer Decision Process
Purchase Decision
The buyer’s decision about which brand to purchase.
• Intention and purchase decision can be affected by:
• Attitudes of others
• Unexpected situational factors (expected income, expected price, expected product benefits)

Postpurchase Behavior
The stage of the buyer decision process in which consumers take further action after purchase, based
on their satisfaction or dissatisfaction.
• Consumers expectations and the product’s perceived performance
• Dissatisfaction, satisfaction and delight
• Marketers must encourage customers to complain

NHSU (MKT-202) 11
The Buyer Decision Process for New Products

New Product: A good, service, or idea that is perceived by some potential customers as new.

Adoption Process: The mental process through which an individual passes from first hearing about an
innovation to final adoption.

Stages in the Adoption Process

Awareness Interest Evaluation Trial Adoption

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Influence of Product Characteristics on Rate of
Adoption

Figure: Adopter Categories Based on Relative Time of Adoption of Innovations

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