Slide 0 in Chapter 6

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Chapter 6

• Analyzing Consumer Markets and Buyer Behavior

PowerPoint by Karen E. James Louisiana State
University - Shreveport
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Objectives

• Determine how cultural, social, personal, and
  psychological factors influence consumer buying
  behavior.
• Describe how the consumer makes a purchasing
  decision.

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Consumer Behavior

• The field of Consumer Behavior
• studies how individuals, groups, and
  organizations select, buy, use, and dispose of
  goods, services, ideas, or experiences to satisfy
  their needs and desires.

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How and Why Consumers Buy

• Buying behavior is influenced by
• Cultural factors
• Social factors
• Personal factors
• Psychological factors

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How and Why Consumers Buy

• Influence Factors
• Cultural
• Social
• Personal
• Psychological

• Exert broadest and deepest influence
• Culture
• Subculture
• Social classes

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How and Why Consumers Buy
Major U.S. Social Classes

• Upper Uppers
• Lower Uppers
• Upper Middles

• Middle Class
• Working Class
• Upper Lowers

• Lower Lowers

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How and Why Consumers Buy

• Influence Factors
• Cultural
• Social
• Personal
• Psychological

• Reference groups
• Membership
• Primary vs. secondary
• Aspirational vs. dissociative
• Family
• Social roles and statuses

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How and Why Consumers Buy

• Influence Factors
• Cultural
• Social
• Personal
• Psychological

• Age
• Stage in life cycle
• Occupation
• Economic circumstances
• Lifestyle
• Personality
• Self-concept

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How and Why Consumers Buy
VALS 2 classifies U.S. adults into eight
psychographic groups

• Actualizers
• Fulfilleds
• Achievers
• Experiencers

• Believers
• Strivers
• Makers
• Strugglers

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How and Why Consumers Buy

• Influence Factors
• Cultural
• Social
• Personal
• Psychological

• Motivation
• Perception
• Learning
• Beliefs
• Attitudes

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Consumer Buying Decision Process

• In addition to understanding how these factors
  influence consumers, marketers must identify and
  understand
• Who makes the buying decision
• The types of buying decisions
• The stages in the buying process

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Consumer Buying Decision Process

• Understand
• Buying roles
• Buying behavior
• Buying decision process

• Initiator
• Influencer
• Decider
• Buyer
• User

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Consumer Buying Decision Process

• Understand
• Buying roles
• Buying behavior
• Buying decision process

• Complex buying behavior
• Dissonance-reducing buying behavior
• Habitual buying behavior
• Variety-seeking buying behavior

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Consumer Buying Decision Process

• Understand
• Buying roles
• Buying behavior
• Buying decision process

• Problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior

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Consumer Buying Decision Process

• Postpurchase Behavior
• Consumers expectations are compared to
  performance
• Postpurchase satisfaction influences future
  behavior
• Purchasing behavior
• Word-of-mouth communications

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Consumer Buying Decision Process

• Marketers should attempt to influence and monitor
  postpurchase behavior
• Postpurchase communications reduce dissonance,
  returns, and order cancellations
• Talk with customers to discover new uses for
  existing products
• Investigate methods of product disposal