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Consumer Markets and Consumer Buyer Behavior

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Buying behavior of individuals and households that buy products for ... Cognitive dissonance. Stages. 32. Elaboration: Issue relevant thinking. High Elaboration ... – PowerPoint PPT presentation

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Title: Consumer Markets and Consumer Buyer Behavior


1
Consumer Markets and Consumer Buyer Behavior
2
Definitions
  • Consumer Buying Behavior
  • Buying behavior of individuals and households
    that buy products for personal consumption.
  • Consumer Market
  • All individuals/households who buy products for
    personal consumption.

3
Model of Consumer Behavior
4
Model of Consumer Behavior
  • Stimulus Response Model
  • Marketing and other stimuli enter the buyers
    black box and produce certain choice / purchase
    responses.
  • Marketers must figure out what is inside of the
    buyers black box and how stimuli are changed
    to responses.

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5
Factors Influencing Consumer Behavior
6
(No Transcript)
7
Components
  • Individual Factors
  • Consumers resources
  • Motivation involvement
  • Knowledge
  • Attitudes
  • Lifestyle personality
  • Social Factors
  • Family
  • Interpersonal influence
  • Social class
  • Culture
  • Situation
  • Psychological Processes
  • Attention perception
  • Memory DM
  • Learning
  • Attitude change persuasion

8
Characteristics Affecting Consumer Behavior
  • Culture
  • Subculture
  • Social Class

Key Factors
  • Cultural
  • Social
  • Personal
  • Psychological

9
Characteristics of Social Classes
  • Within a class, people tend to behave alike
  • Social class conveys perceptions of inferior or
    superior position
  • Class may be indicated by a cluster of variables
    (occupation, education, wealth)
  • Class designation is mobile over time

10
SES Ölçegi
TEMEL YAKLASIM
Hane
Hane Reisi
Hane Reisinin Esi
Anne
Baba
Baba
Anne
11
TEMEL YAKLASIM
SES Çalismasi
  • Hane Reis Reisin Esi
  • Reis Kendisi Babasi Annesi
  • Reisin Esi Kendisi Babasi Annesi

12
TEMEL YAKLASIM
SES Çalismasi
  • Hane nin Egitim Durumu
  • Hane nin Meslek Durumu

13
HANENIN EGITIM DURUMU
0.70
Reisin babasinin egitimi
0.30
Reisin egitimi
Önceki kusagin egitimi
Reisin annesinin egitimi
0.30
Reisin kendi egitimi
0.70
0.70
Hanenin Egitim Durumu
0.30
0.70
Reis esinin kendi egitimi
Reisin esinin egitimi
0.70
Reis esinin babasinin egitimi
Önceki kusagin egitimi
Reis esinin annesinin egitimi
0.30
0.30
14
HANENIN MESLEK DURUMU
0.70
Reisin babasinin meslegi
0.30
Reisin meslegi
Önceki kusagin meslegi
Reisin annesinin meslegi
0.30
Reisin kendi meslegi
0.70
0.70
Hanenin Meslek Durumu
0.30
0.70
Reis esinin kendi meslegi
Reisin esinin meslegi
0.70
Reis esinin babasinin meslegi
Önceki kusagin meslegi
Reis esinin annesinin meslegi
0.30
0.30
15
EGITIM PUANLARI
16
MESLEK PUANLARI
17
SES Gruplari Puan Araliklari
18
SES Dagilimi (AGBNMR/TIAK Örneklemi)
19
Characteristics Affecting Consumer Behavior
  • Groups
  • Membership
  • Reference
  • Aspirational
  • Dissociative
  • Membership
  • Primary/Secondary
  • Opinion leaders
  • Family
  • Roles and Status

Key Factors
  • Cultural
  • Social
  • Personal
  • Psychological

20
  • Behavior changes
  • according to life cycle stage
  • Family
  • Psychological
  • Critical life events

21
Characteristics Affecting Consumer Behavior
  • Age and life-cycle
  • Occupation
  • Economic situation
  • Lifestyle
  • Activities, interests, and opinions
  • Lifestyle segmentation
  • Personality and self-concept

Key Factors
  • Cultural
  • Social
  • Personal
  • Psychological

22
AIOs and Lifestyle Dimensions
23
Characteristics Affecting Consumer Behavior
  • MotivationInvolvement
  • Needs provide motives
  • Motivation research
  • Perception
  • Selective attention
  • Selective distortion
  • Selective retention
  • Learning
  • Drives, stimuli, cues, responses and
    reinforcement
  • Beliefs and attitudes

Key Factors
  • Cultural
  • Social
  • Personal
  • Psychological

24
Attitudes
  • A predisposition to respond in a consistently
    favorable or unfavorable way
  • An individuals affective reaction to or overall
    evaluation of an object, person, action, or
    concept

25
Involvement
  • Involvement Profile
  • Personal interest in a product category
  • Importance of negative consequences
  • Probability of making a mistake
  • Pleasure value of the product category
  • Sign value of the product category
  • How closely the product is related to the self

26
Types of Buying Behavior
27
The Buyer Decision Process
28
The Buyer Decision Process
Stages
  • Needs can be triggered by
  • Internal stimuli
  • Normal needs become strong enough to drive
    behavior
  • External stimuli
  • Advertisements
  • Friends of friends
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

29
The Buyer Decision Process
Stages
  • Consumers exhibit heightened attention or
    actively search for information.
  • Sources of information
  • Personal
  • Commercial
  • Public
  • Experiential
  • Word-of-mouth
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

30
The Buyer Decision Process
Stages
  • Evaluation procedure depends on the consumer and
    the buying situation.
  • Most buyers evaluate multiple attributes, each of
    which is weighted differently.
  • At the end of the evaluation stage, purchase
    intentions are formed.
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

31
The Buyer Decision Process
Stages
  • Two factors intercede between purchase intentions
    and the actual decision
  • Attitudes of others
  • Unexpected situational factors
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

32
The Buyer Decision Process
Stages
  • Satisfaction is key
  • Delighted consumers engage in positive
    word-of-mouth.
  • It costs more to attract a new customer than it
    does to retain an existing customer.
  • Cognitive dissonance
  • Need recognition
  • Information search
  • Evaluation of alternatives
  • Purchase decision
  • Postpurchase behavior

33
Elaboration Issue relevant thinking
  • High Elaboration
  • Extensive IP
  • Extensive time
  • Extensive mental capacity
  • Extensive motivation
  • Controlled thinking
  • Deep thinking
  • Systematic thinking
  • Effortful analysis
  • Low Elaboration
  • Limited IP
  • Limited time
  • Limited mental capacity
  • Limited motivation
  • Automatic thinking
  • Shallow thinking
  • Heuristic thinking
  • Mindless analysis

34
ELM
  • Persuasion f (Elaboration)
  • Elaboration f (Motivation, Ability)
  • Motivation
  • Involvement
  • Need for cognition
  • Ability
  • Capacity
  • Timing
  • Repetition
  • Distraction

35
Persuasion with ELM
  • Target High Elaboration
  • Strategy Central Route
  • Persuasion occurs by
  • Careful thinking
  • Thoughtful analysis
  • Deep consideration
  • True merits of info
  • Target Low Elaboration
  • Strategy Peripheral Route
  • Persuasion occurs by
  • Simple cues
  • Irrelevant info
  • Hedonistic content
  • Side issues

36
The Source
  • Source effects A message will have different
    effects if communicated by a different source.
  • Two important source characteristics
  • Credibility and Attractiveness
  • Source credibility A sources perceived
    expertise, objectivity, or trustworthiness.
  • Attractiveness A sources perceived likeability,
    similarity, celebrity.

37
The Message
  • Message Strength
  • Relevancy
  • Objectivity
  • Verifiability
  • One- Versus Two-Sided Arguments
  • Supportive argument Presents only positive
    arguments
  • Two-sided message Presents positive and negative
    info
  • Drawing Conclusions
  • Comparative Advertising
  • A strategy in which a message compares two or
    more recognized brands and compares them on the
    basis of attributes.

38
Buyer Decision Process for New Products
  • New Products
  • Good, service or idea that is perceived by
    customers as new.

39
Stages in the Adoption Process
Awareness Consumer is aware of product, but
lacks information.
Interest Consumer seeks Information about new
product.
Evaluation Consumer considers trying new product.
40
Buyer Decision Process for New Products
  • Individual Differences in Innovativeness
  • Consumers can be classified into five adopter
    categories, each of which behaves differently
    toward new products.

41
Adopter Categories Based on Relative Time of
Adoption
42
Buyer Decision Process for New Products
  • Product Characteristics and Adoption
  • Five product characteristics influence the
    adoption rate.

43
Influence of Product Characteristics on Rate of
Adoption
Relative Advantage Is the innovation superior
to existing products?
Communicability Can results be easily observed
or described to others?
Divisibility Can the innovation be used on a
trial basis?
Compatibility Does the innovation fit the
values and experience of the target market?
Complexity Is the innovation difficult
to understand or use?
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