Transcript Data Communication

CONSUMER
BEHAVIOR
CHAPTER 2
Product
Price
Place
Promotion
Marketing and
Other Stimuli
Buyer
characteristics
affecting
consumer
behavior
Buyer’s decision
process
Product choice
Brand choice
Dealer choice
Economic
Technological
Political
Cultural
Buyer’s Response
Purchase timing
Purchase
quantity
Stimulus Response Model
• Marketing and other stimuli enter the buyer’s
“black box” and produce certain
choice/purchase responses.
• Marketers must figure out what is inside of the
buyer’s “black box” and how stimuli are changed
to responses.
Model of Buyer
Behavior
Marketing
& other
stimuli
Marketing
Product
Price
Place
Promotion
Other
Economic
Technological
Political
Cultural
Buyer’s Black Box
Buyer Characteristics
Buyer Decision Process
Buyer
Responses
Product Choice
Brand Choice
Dealer Choice
Purchase Timing
Purchase Amount
Characteristics
Affecting
Consumer
Behavior
Cultural
Social
Culture
Reference
groups
Subculture
Family
Social
class
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psychological
Motivation
Perception
Learning
Beliefs and
attitudes
Buyer
1. Cultural
2. Social
3. Personal
4. Psychological
1. Cultural
Cultural
a. Culture
b. Sub-Culture
c. Social Class
a. Culture
Set of values norms, attitudes, and other
meaningful symbols that shape human
behavior and the artifacts, or products, of
that behavior as they are transmitted from
one generation to the next.
b. Subculture
A homogeneous group
of people who share elements of
the overall culture as well as
unique elements of
their own group.
c. Social
Class
A group of people in a society who
are considered nearly equal in status
or community esteem, who regularly
socialize among themselves both
formally and informally, and who
share behavioral norms.
2. Social
Social
a. Reference Groups
b. Family
c. Role & Status
a.
Reference
Group
Reference
Group
A group in society that
influences an individual’s
purchasing behavior.
Implications
of Reference
Groups
 They serve as information sources
and influence perceptions
 They affect an individual’s aspiration
levels
 Their norms either constrain or
stimulate consumer behavior
Opinion Leaders
An individual who
influences the opinion of
others.
b. Family
Purchase Roles in
the Family
Children Influence
Purchase Decisions

Initiators

Influencers

Decision-Makers

Purchasers

Consumers
c. Roles and
Status