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Consumer Buying Behavior
buying behavior of final consumers which are individuals that buy goods and services for personal consumption
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Consumer Market
Final consumers combine to make up this
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Marketers need to understand the role played by the buyer's ___, ___, and ___.
Culture, subculture, and social class
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Culture
One of the most basic cause of a person's wants and behavior
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Subculture
- groups of people which shared value systems based on common life experiences and situations.
- Group under culture
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Cross-cultural marketing
Practice of including ethnic themes and cross-cultural perspectives within their mainstream marketing.
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Social Class
Society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
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Group
two or more people who interact to accomplish individual or mutual goals
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Word of Mouth influence
impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior
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Opinion Leaders
People within a reference group who, because of special skills, knowledge, personality, or other characteristics, exerts social influence on others
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Online social networks
Online communities where people socialize or exchange information and opinions
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A buyer's decisions are influenced by personal characteristics such as... (6)
- Age and life cycle
- occupation
- economic situation
- lifestyle
- personality
- self concept
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Lifestyle
A person's pattern of living as expressed in his or her activities, interests, and opinions
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Personality
The unique psychological characteristics that distinguish a person or group
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A person's buying choices are influenced by four major psychological factors
Motivation, perception, learning, beliefs, and attitudes
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Motive
need that is sufficiently pressing to direct the person to seek satisfaction
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Perception
the process by which people select, organize, and interpret information to form a meaningful picture of the world
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Learning
describes changes in an individual's behavior arising form experience
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Belief
A descriptive thought that a person holds about something
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Attitude
describes a person's relatively consistent evaluations, feelings, and tendencies toward an object
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Types of buying decision behavior
- Complex
- Dissonance-Reducing
- Habitual
- Variety-seeking
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Complex buying behavior
highly involved in a purchase and perceive significant difference among brands
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Dissonance-reducing buying behavior
Occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands
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habitual buying behavior
occurs under conditions of low-consumer involvement and little significant brand difference
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Variety-seeking buying behavior
situations characterized by low consumer involvement but significant perceived brand differences
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What is the buyer decision process?
- Need recognition
- information search
- evaluation of alternatives
- Purchase decision
- Post purchase behavior
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Need Recognition
buyer recognizes a problem or need
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information search
stage of the buyer decision process in which the consumer is motivated to search for more information
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Alternative evaluation
the stage of the buyer decision process in which the consumer uses information to evaluate alternative bands in the choice set
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Purchase Decision
Buyer's decision about which brand to purchase
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Post purchase behavior
stage of the buyer decision process in which consumers take further action after purchase, based on their satisfaction or dissatisfaction
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Cognitive dissonance
discomfort caused by post purchase conflict
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