Transcript Product Adopter Categories

5
Consumer and Business Buyer
Behavior
Consumer Buying Behavior
• Refers to the buying behavior of people
who buy goods and services for personal
use.
• These people make up the consumer
market.
• The central question for marketers is:
– “How do consumers respond to various
marketing efforts the company might use?”
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Model of Buyer Behavior
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Factors Influencing Consumer Behavior
Cultural
Social
Personal
Psychological
Culture
Reference
Groups
Age & LifeCycle Stage
Motivation
Family
Occupation
Roles &
Status
Economic
Situation
Subculture
Social Class
Perception
Learning
Beliefs &
Attitudes
Lifestyle
Personality &
Self-Concept
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Culture
Culture is the ___________of a
Person's Wants and Behavior.
Culture is learned from family, church,
school, peers, colleagues.
Culture includes basic values, perceptions,
wants, and behaviors.
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Culture
Subculture
• Groups of people with shared
value systems based on
common life experiences.
Major Groups
• Hispanic Consumers
• African-American Consumers
• Asian-American Consumers
• Mature Consumers
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Culture
Social Class
• Society’s relatively
permanent and ordered
divisions whose members
share similar values,
interests, and behaviors.
• Measured by a
combination of:
occupation, income,
education, wealth, and
other variables.
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Social Factors
Groups
Membership
Reference (opinion leaders)
Aspirational
Family
Roles &
Status
Role =Expected activities
Status =
Esteem given to role by society
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Personal Factors
Age and Life-Cycle Stage
Occupation
Economic Situation
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Personal Factors
Lifestyle
Pattern of Living as Expressed
in Psychographics
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Jeep
• Shows how a person’s
•
lifestyle can help
marketers understand
consumer values and
their impact on buying
behavior.
Ad targets people who
want to “leave the
civilized world behind.”
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Personality & Self-Concept
• Personality refers to the unique
psychological characteristics that lead to
relatively consistent and lasting responses
to one’s own environment.
• Generally defined in terms of traits.
• Self-concept suggests that people’s
possessions contribute to and reflect their
identities.
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Maslow’s
Hierarchy
of Needs
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Perception
• Perception
– Information Inputs
– Interpretation
– Selective Exposure
– Selective Distortion
– Selective Retention
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Perception
• Information inputs are the
sensations received through the
sense organs.
• Perception is the process of
selecting, organizing, and
interpreting information inputs to
produce meaning.
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Perception
• Selective Attention: the process of
selecting some inputs to attend to while
ignoring others.
• An input is more likely to reach a
person’s awareness if it relates to an
anticipated event.
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Perception
• Selective distortion is an individual’s
changing or twisting of information
when it is inconsistent with personal
feelings or beliefs.
• Selective retention is remembering
information that supports personal
feelings and beliefs and forgetting
inputs that do not.
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Learning
• Learning: a relatively permanent change
in behavior due to experience.
• Interplay of drives, stimuli, cues,
responses, and reinforcement.
• Strongly influenced by the consequences
of an individual’s behavior
– Behaviors with satisfying results tend to be
repeated.
– Behaviors with unsatisfying results tend not
to be repeated.
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Beliefs & Attitudes
• A belief is a descriptive thought that a
person holds about something.
• Attitude describes a person’s consistently
favorable or unfavorable evaluations,
feelings, and tendencies toward an object
or idea.
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Buying Decision Process
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Buying Decision Process
Step #1 = Need Recognition
• Buyer becomes aware of a difference
between a desired state and an actual
condition.
• Marketers may use sales personnel,
advertising, and packaging to trigger
recognition of needs or problems.
• Recognition speed can be slow or fast.
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Buying Decision Process
Step #2 = Information Search
• This stage begins after the consumer
becomes aware of the problem or need.
• The search for information about
products will help resolve the problem
or satisfy the need.
• There are various sources of
information.
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Sources of Information
Personal
Commercial
Public
Experiential
- Family, friends, neighbors
- Advertising, salespeople
- Receives the most information
from these sources
- Mass Media
- Consumer-rating groups
- Examining the product
- Using the product
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Buying Decision Process
Consumers May Use Careful Calculations & Logical Thinking
Consumers May Buy on Impulse and Rely on Intuition
Consumers May Make Buying Decisions on Their Own
Consumer May Make Decisions After Talking With Others
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Buying Decision Process
Factors That Influence Purchase Decision
Attitudes
Of
Others
Unexpected
Situational
Factors
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Buying Decision Process
Consumer satisfaction is a function of consumer
expectations and perceived product performance.
Performance < Expectations
Performance = Expectations
Performance > Expectations
Disappointment
Satisfaction
Delight
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Buying Decision Process
• Cognitive dissonance: a buyer’s doubts
shortly after a purchase about whether it
was the right decision.
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Stages in the Adoption Process
1. Awareness: Consumer becomes aware of the new
product, but lacks information about it.
2. Interest: Consumer seeks information about new
product.
3. Evaluation: Consumer considers whether trying
the new product makes sense.
4. Trial: Consumer tries new product on a small scale
to improve his or her estimate of its value.
5. Adoption: Consumer decides to make full and
regular use of the new product.
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Product Adopter Categories
• When an organization introduces a new
product, people do not begin the adoption
process at the same time, nor do they
move through it at the same speed.
• Adopters are divided into five categories.
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Product Adopter Categories
• Product Adopter Categories
2.5% Innovators
16% Laggards
34% Late Majority
13.5% Early Adopters
34% Early Majority
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Product Adopter Categories
Group #1 - Innovators
• Innovators are the first adopters of new
products.
• They are venturesome – they try new
ideas at some risk.
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Product Adopter Categories
Group #2 – Early Adopters
• Early adopters are guided by respect.
• They are opinion leaders in their
communities and adopt new ideas early
but carefully.
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Product Adopter Categories
Group #3 – Early Majority
• Early majority are deliberate.
• Although they rarely are leaders, they
adopt new ideas before the average
person.
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Product Adopter Categories
Group #4 – Late Majority
• Late majority are skeptical.
• They adopt an innovation only after a
majority of people have tried it.
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Product Adopter Categories
Group #5 - Laggards
• Laggards are tradition bound.
• They are suspicious of changes and adopt
the innovation only when it has become
something of a tradition itself.
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Influence of Product
Characteristics
on Rate of Adoption
Communicability
Relative Advantage
Can results be easily
observed or described
to others?
Is the innovation
superior to existing
products?
Compatibility
Divisibility
Can the innovation
be used on a
limited basis?
Complexity
Does the innovation
fit the values and
experience of the
target market?
Is the innovation
difficult to
understand or use?
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