Analyzing Consumer Markets and Buyer Behavior

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Analyzing Consumer Markets and Buyer Behavior

• Chapter 6

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Consumer behavior is a challenging field because

• Consumers stated needs and wants may not
  ___________ ____________________.

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Cultural Factors (3) Influencing Buyer Behavior

• 1. Culture the whole set of _______, _______,
  and ways of doing things of a reasonably
  _______________ set of people.
• Cultural factors have the ________
  _____________ influence on consumer behavior.

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2. Subculture

• Each culture consists of smaller
  ________________ that provide more specific
  ________________________ for their members.

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3. Social Class

• Relatively ______________ and _______________
  divisions in a society.
• U.S. _________________________
  ____________________________ _____________________
  _______

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Social Factors (3) Influencing Buyer Behavior

• ___________________ all of the groups that have
  a direct (______________) or ________ influence
  on a persons _______ or behavior.

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• a. __________ family, friends, etc., individuals
  who you interact with fairly _____________________
  ___.

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• b. __________________ i.e., _______________ or
  trade groups, they tend to be _______________ and
  require less continuous _______________________.

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• c. ______________ groups a person hopes
  __________________.

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• d. __________________ those whose values or
  behavior an individual ________________.

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• d. ___________ the person in _______ product
  related communications who offers
  ___________________ about a product or product
  category.
• Marketers attempt to identify opinion leaders by
  identifying the ______________________________
  characteristics of opinion leaders.

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2. Family

• _____________________________ ____________________
  ______.
• Role the activities that a person is
  ________________________ _________________________
  _.

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Personal Factors Influencing Buyer Behavior

• ____________________
• ____________________________
• ___________________
• __________________________
• ___________________
• ______________________
• ________________________

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Family Life Cycle

• The traditional family life cycle covers stages
  in adult lives, starting with ____________________
  ____ and continuing into ___________,
  _____________, _________ years, retirement, and
  later life.

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Lifestyle

• A persons pattern of living in the world as
  expressed in ________, __________, and
  ___________.
• ______________ instrument to classify all U.S.
  adults based on ___________________________
  ___________________________

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Personality

• The distinguishing _____________ characteristics
  that lead to relatively ___________________
  responses to the environment. i.e.,
  _________________, dominance, sociability,
  _______________, ________________________.

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Self-Concept

• Actual self-concept how you view
  __________________
• Ideal self-concept how you would
  ___________________________
• Others-self-concept how you think
  _____________________

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Needs

• The ______ forces that ________ a person to do
  something.

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Motive

• a _______ that is sufficiently pressing to ______
  the person to ______.

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Maslow Needs
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Perception

• The process by which an individual _________,
  _______________, ___________ information inputs
  to create a __________ picture of the world.

or
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Selective ______________

• Our eyes and minds seek out and __________ only
  information that ______________. i.e., people are
  exposed to many daily stimuli such as ads and
  displays most of these stimuli are
  __________________ ___________________________.

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Selective ______________

• The tendency to ____________ into ___________
  meanings interpret information in a way that
  fits our _________________.

The man thought the ad was for his favorite
brand Nyquil
Coriciden PM a nighttime cold remedy
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Selective ________________

• We are likely to remember __________ mentioned
  about a product and forget the ___________________
  __.

or
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______________________

• Involves changes in an individuals behavior
  that arise from __________.
• ___________ ___________________
  _____________________ i.e., I like Campbells
  bean soup, so all Campbells sour must be good.

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___________________

• A persons __________ favorable or unfavorable
  evaluations, ________ feelings,and ________
  tendencies toward some object or idea.
• _________ a ________________ a person holds
  about something. i.e., _______________________.

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Buying Roles

• _________ the person whose ______ or ________
  influences the decision.
• __________ the person who decides whether to
  buy, ___________, how to buy, or ____________ to
  buy.
• ___________ the person who makes the
  ________________________.
• ____ the one who _____ the product.

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Sigmund Freud

• Assumed that the _____________ forces shaping
  peoples behavior are largely __________, and
  that a person ___________ understand his or her
  own ______________.

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Four Types of Consumer Buying Behavior
Significant Difference between Brands
High Involvement
Low Involvement
_________ applies when the product is _________,
bought _________, _____, _____________.
________-seeking applies when buyer ____________
for the sake of ______ rather than
_______________.
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Few Differences between Brands
High Involvement
____________-reducing applies when the product
is _________, bought _________ ________ buyer
buys ___________ then experiences ________ but
stays alert to information supporting the
purchase decision
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Few Differences between Brands
Low Involvement
__________ applies when the product is
____________________ purchases buyers do not
pass through normal sequence of __________,
__________, ____________ but instead make
decisions based on ________________.
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5-Stage Model of the Consumer Buying Process

• Recognition of the ___________ ___________________
  __.
• Information search Normally, the consumer
  receives the most information exposure about a
  product from _______________.

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• ______________________
• ______________________
• ______________ behavior