Transcript Document

MT 219 Marketing
Unit Three
Consumer and Business Buyer
Behavior
Note: This seminar will be recorded
by the instructor.
Review of Unit Two
• How did it go? Questions or concerns?
• Instructor suggestions for Unit 3
• Questions
Consumer Behavior
The buying behavior of people who purchase products for
personal or household use and not for business
purposes
We study consumer behavior in order to
-understand the major influences on what, where, when and how
consumers buy
-be in a better position to develop marketing strategies
Influences on Consumer Behavior
• Figure 5.2 in e-text
• 4 Factors:
-Cultural
-Social
-Personal
-Psychological
Culture
• Single broadest determinant of consumer behavior
• Accumulation of values, knowledge, beliefs, customs,
objects, and concepts that characterizes a society
Subcultures
• Groups of individuals whose values and behavior
patterns are similar
• Can be based on a number of factors, including
- Geography
- Demographic characteristics
- Common experiences and history
Social Classes
• Open groups of individuals with similar social rank
- Education, Occupation, and Income
- Upper
- Middle
- Working
- Lower
Social Influences
• Reference Groups
-Groups that we do or don’t want to be associated with
-Opinion leaders are important in this influence grouping
-Online social networking is increasingly being used to identify
one’s reference group
• Family- Strong influences, particularly in early years
• Roles and Status- Where one sees or is placed in the
group hierarchy
Personal Influences
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Age and life cycle stage
Occupation
Economic situation
Lifestyle
Personality and self-concept
• Think about the changes in consumption that take
place as these personal influences change in a person’s
life.
Psychological Factors- Motivation
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Self actualization
Esteem
Social
Safety
Physiological
Psychological influences - Perception
• Selective Attention
• Selective Distortion
• Selective Retention
Psychological Influences- Learning
• Change in behavior resulting from experience and
information
• Begins with
-Drive
-Cue- can be turned on by any sense
-Response
-Reinforcement
-Generalization
Psychological Influences- Beliefs and
Attitudes
• Beliefs
-Descriptive and objective thought about something
-Based on knowledge, opinion or faith
-Does not carry emotional baggage that an attitude
does
• Attitudes
-Hard Direction to Change, but do-able
- A belief linked to an emotion
Consumer Decision Process
Need Recognition
Internal
External
Information Search
Evaluation of Alternatives
Purchase Decision
Post Purchase Behavior
Cognitive Dissonance
Stages in Consumer Adoption Process
1.
2.
3.
4.
5.
Awareness
Interest
Evaluation
Trial
Adoption
Adopter Categories - diffusion
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Innovators
Early Adopters
Early Majority
Late Majority
Laggards
• One Note: You can fall into different categories depending on the
product we are talking about.
Organizational Buying Behavior
• Different from consumer buying
-Purchases are used to produce goods or services
-Used to resell or rent to consumers
• Fewer buyers, but larger
• Process is more complex and involves more people
than the consumer buying process
• Buying situations
-New-task purchases
-Straight rebuy
-Modified rebuy
Any Questions?
Thank you for attending!
See you next week!