Transcript Factors Influencing Consumer Behaviour

Copyright © 2005 Pearson Education Inc.
Consumer Markets and
Consumer Buyer Behaviour
•Chapter 7
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•Express version
•Instructor name
•Course name
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•Date
Principles of Marketing, Sixth Canadian Edition
Learning Objectives
7.2
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• After studying this chapter, you should be able to:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products
Principles of Marketing, Sixth Canadian Edition
7.3
Model of Buyer Behaviour
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• Consumer buying behaviour:
– Buying behaviour of final consumers
– Purchase goods and services for personal consumption
• Consumer market:
– All individuals and households
– Buy or acquire goods and services for consumption
Figure 7.1
Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
7.4
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• Culture:
– Basic values, perceptions, wants and behaviours
– Learned from family and important institutions
• Subculture:
– Group of people with shared value systems
– Based on common life experiences and situations
Figure 7.2
Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
7.5
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• Canadian subcultures of interest:
– Native Canadians
– Ethnic groups
– French Canadian
• Social class
Figure 7.2
Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
7.6
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• Social factors:
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Groups: reference, membership, and aspirational groups
Opinion leader
Family
Roles and Status
Figure 7.2
Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
7.7
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• Personal factors:
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Family life cycle
Occupation
Economic situation
Lifestyle: activities, interests, and opinions (AIO’s)
Personality and self-concept: brand personality
Figure 7.2
Principles of Marketing, Sixth Canadian Edition
Factors Influencing Consumer Behaviour
7.8
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• Psychological factors:
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Motivation: needs and motives, Maslow’s Hierarchy of Needs
Perception: selective attention, distortion, and retention
Learning: drives, stimuli, cues, responses, and reinforcement
Beliefs and attitudes
Figure 7.2
Principles of Marketing, Sixth Canadian Edition
Four Types of Buying Decision Behaviour
7.9
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• Based on:
– Degree of involvement
– Degree of perceived differences between brands
– Influences promotional
strategies
Figure 7.5
Principles of Marketing, Sixth Canadian Edition
The Buyer Decision Process
7.10
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• Need recognition:
– Triggered by internal or external stimuli
– Must reach an intensity high enough to become a drive
• Information search:
– Memory (internal) search
– External search: personal, commercial, public, experiential
sources of information
– Word-of-mouth sources are most influential
Figure 7.6
Principles of Marketing, Sixth Canadian Edition
The Buyer Decision Process
7.11
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• Evaluation of alternatives:
– The process of evaluating information to make a decision
– Attributes and importance weights are chosen
– Alternatives compared against the criteria
• Purchase decision:
– Attitudes of others and unexpected situational factors
– May come between purchase intention and decision
Figure 7.6
Principles of Marketing, Sixth Canadian Edition
The Buyer Decision Process
7.12
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• Postpurchase behaviour:
– Relationship between consumer expectation and perceived
performance
– Cognitive dissonance
– Customer satisfaction is key to customer loyalty
Figure 7.6
Principles of Marketing, Sixth Canadian Edition
Adoption of New Product Innovations
7.13
• Stages in the adoption process:
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– Awareness, interest, evaluation, trial, and adoption
• Influence of product characteristics on rate of adoption:
– Relative advantage
– Compatibility
– Complexity
– Divisibility
– Communicability
Figure 7.7
Principles of Marketing, Sixth Canadian Edition
In Conclusion…
7.14
Copyright © 2005 Pearson Education Inc.
• The learning objectives for this chapter were:
– Define the consumer market and construct a simple model of
consumer buyer behaviour
– Name the four major factors that influence consumer buyer
behaviour
– List and understand the major types
of buying-decision behaviour and the
stages in the buyer decision process
– Describe the adoption and diffusion
process for new products
Principles of Marketing, Sixth Canadian Edition