Chap. 5. CB and Mktg

Principles of Marketing
Eighteenth Edition, Global Edition
Chapter 5
Consumer Markets and Buyer
Behavior
Copyright © 2021 Pearson Education Ltd.

Consumer Markets and Buyer
Behavior
Consumer buyer behavior is the buying behavior of final
•
consumers—individuals and households that buy goods and

services for personal consumption.
Consumer markets are made up of all the individuals and
•
households that buy or acquire goods and services for

personal consumption.

Model of Consumer Behavior
Figure 5.1 The Model of Buyer Behavior

Characteristics Affecting Consumer
Behavior
Figure 5.2 Factors Influencing Consumer Behavior

Behavior
Cultural Factors
Culture is the set of basic values, perceptions, wants, and
behaviors learned by a member of society from family and other
important institutions.
Subcultures are groups of people within a culture with shared
value systems based on common life experiences and situations.
Social classes are society’s relatively permanent and ordered
divisions whose members share similar values, interests, and
behaviors.
Measured as a combination of occupation, income, education,
wealth, and other variables.

Behavior
Social Factors Influencer marketing: CoverGirl’s “I
Groups and Social Networks Am What I Make Up” campaign
uses a diverse team of influential
• Reference groups
brand ambassadors who explain
• Opinion leaders authentically in their own words
• Word-of-mouth influence what the slogan means to them.
• Influencer marketing
• Online social networks
Family is the most important

consumer-buying organization in
society.
Role and status can be defined by
a person’s position in a group.

Behavior (7 of 15)
Personal Factors
Occupation affects the goods and services bought by
consumers.
Age and Life Stage affect tastes in food, clothes, furniture, ad
recreation.
Economic situations include trends in spending, personal income,
savings, interest rates.
Lifestyle is a person’s pattern of living as expressed in his
or her psychographics.
Personality refers to the unique psychological
characteristics that distinguish a person or group.

Behavior
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
This classic ad from the American
Association of Advertising Agencies
pokes fun at subliminal advertising.
“So-called ‘subliminal advertising’
simply doesn’t exist,” says the ad.
“Overactive imaginations, however,
most certainly do.”
Behavior (10 of 15)
Psychological Factors
A motive (or drive) is a need that is sufficiently pressing to
direct the person to seek satisfaction of the need.
Motivation research refers to qualitative research designed
to probe consumers’ hidden, subconscious motivations.

Behavior (11 of 15)
Figure 5.3 Maslow’s Hierarchy of Needs

Types of Buying Decision Behavior
• Complex buying behavior
• Dissonance-reducing buying behavior
• Habitual buying behavior
• Variety-seeking buying behavior

Types of Buying Decision Behavior
(2 of 2)
Figure 5.4 Four Types of Buying Behavior
Source: Adapted from Henry Assael, Consumer Behavior and Marketing

Action (Boston: Kent Publishing Company, 1987), p. 87. Used with
permission of the author.
Figure 5.5 The Buyer Decision
Process

The Buyer Decision Process (1 of 6)
Need Recognition
Need recognition is the first stage of the buyer decision
process, in which the consumer recognizes a problem or
need triggered by:
• Internal stimuli
• External stimuli

Information Search
Information search is the stage of the buyer decision
process in which the consumer is motivated to search for
more information.
Sources of information:
– Personal sources
– Commercial sources
– Public sources
– Experiential sources

Evaluation of Alternatives
Alternative evaluation is the stage of the buyer decision
process in which the consumer uses information to evaluate
alternative brands in the choice set.

Purchase Decision
Purchase decision is the buyer’s decision about which
brand to purchase.
The purchase intention may not be the purchase decision
due to:
• Attitudes of others
• Unexpected situational factors

Postpurchase Behavior
Postpurchase behavior is the stage of the buyer decision
process in which consumers take further action after
purchase, based on their satisfaction or dissatisfaction.

Postpurchase Behavior
Cognitive dissonance is buyer discomfort caused by
postpurchase conflict.
Postpurchase cognitive
dissonance: Postpurchase
customer satisfaction is a key to
building profitable customer
relationships. Most marketers go
beyond merely meeting the
customer expectations—they
aim to delight customers.

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Principles of Marketing

Eighteenth Edition, Global Edition

Copyright © 2021 Pearson Education Ltd.

consumers—individuals and households that buy goods and

households that buy or acquire goods and services for

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Family is the most important

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Figure 5.4 Four Types of Buying Behavior

Source: Adapted from Henry Assael, Consumer Behavior and Marketing

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

Copyright © 2021 Pearson Education Ltd.

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