Strategic Marketing Fall 2005 Tinker AFB Campus

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Strategic Marketing Fall 2005Tinker AFB Campus

• Chapter Six
• Consumer Markets and Consumer Buyer Behavior

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How and Why Consumers Buy Fig. 6.1 , p. 112
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Cultural Factors

• Culture - Values, perceptions, and preferences
  that are the most fundamental determinant of a
  person's wants and behavior.
• Subcultures - Nationalities, religions, racial
  groups, and geographical regions.
• Social Class - Hierarchically ordered divisions
  in a society members share similar values,
  interests, and behavior. Table 6.1, p. 114

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Social Factors

• Reference groups - All groups that have an
  influence on attitudes or behavior.
• Family - the most influential primary reference
  group.
• Roles and Statuses - Activities a person is
  expected to perform and the status associated
  with each.

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Personal Factors

• Age and Stage in the Life Cycle
• People buy different goods over their lifetime.
• Family life cycle, from independence to
  retirement and beyond, also shape buying habits.

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Occupation and Economic circumstances

• Blue collar versus white collar consumption
  issues.
• Spending income, savings and assets, debts,
  borrowing power, and attitude toward spending
  versus saving all impact product choice.

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Lifestyle - Pattern of living as expressed by
activities, interests, Opinions.

• Psychographics - The science of using psychology
  and demographics to better understand consumers
  (VALS).

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Personality and Self-Concept

• Personality characteristics that influence buying
  behavior (self-confidence, socialibility, etc.,
  tie to brand personality.
• Development of brand personalities to attract
  consumers with the same self concept (actual,
  ideal and others).

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Psychological Factors

• Motivation - Correlated to the strength of a need
  (Freud, Maslow, Herzberg).
• Perception - Selective attention, selective
  distortion, selective retention.
• Learning - Changes in behavior arising from
  experience.
• Beliefs and Attitudes - A belief is a descriptive
  thought a person holds about something an
  attitude is a person's enduring favorable or
  unfavorable evaluations, emotional feelings, and
  action tendencies toward some object or idea.

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The Consumer Buying Decision Process

• Buying Roles. Five different roles initiator,
  influencer, decider, buyer and user

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Buying Behavior Table 6.2, p. 121

• Complex buying Behavior - High involvement,
  significant difference among brands.
• Dissonance-Reducing Buying Behavior - High
  involvement, little or no perceived difference
  among brands. Purchase is fairly quick.
• Habitual Buying Behavior - Low involvement,
  little or no brand difference.
• Variety-Seeking Buying Behavior - Low involvement
  but perceived significant brand differences. May
  occur to relieve boredom.

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The Stages in the Buying Decision Process Fig.
6.2, p. 122

• Problem Recognition - Difference between actual
  state and desired state.
• Information Search - Both internal and external
  sources. Fig. 6.3, p. 123
• Evaluation of Alternatives - Different process
  for every consumer, involves weighing product
  attributes and their ability to deliver benefits.
  
• Purchase Decision - Form a preference and
  intention to buy. Actual purchase can be
  influenced further by attitudes of others and
  unanticipated situational factors.

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The Stages in the Buying Decision Process (cont.)

• Postpurchase Behavior
• Postpurchase Satisfaction - Understanding the
  differences between buyer expectation and the
  product's perceived performance. Minimizing the
  gap and achieving truthful representation.
• Postpurchase Actions - Satisfaction or
  dissatisfaction will lead to subsequent behavior
  that can have both positive and negative effects.
• Postpurchase Use and Disposal Fig. 6.4, p. 126
  - Learning more about use and disposal aids
  follow-on marketing and to enhance ecological
  awareness.

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Marketing Skills Gauging Customer Satisfaction

• There are many ways customers can and will
  indicate satisfaction and/or dissatisfaction-it
  is important to be sensitive to it.
• Effective post-purchase communications can reduce
  product returns, speed problem resolution, and
  better understand product use.