1. ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR
CHAPTER 6
ANALYZING CONSUMER MARKETS AND BUYER BEHAVIOR

2. INFLUENCING FACTORS IN BUYING BEHAVIORS
Cultural Factors:
Culture:
Wants and behaviors of consumers
Subculture:
Nationalities, religion and regional differences
Social Class:
Income factor:
social classes differ in many characteristics-high, middle and low income groups
members behave more alike within each class
members perceived as inferior/superior
clusters of variation exists in each class
members move from one class to another.

3. INFLUENCING FACTORS IN BUYING BEHAVIORS
Social Factor:
Reference Groups-membership groups:
primary-family, relatives, co-workers
secondary-professional groups
aspirational
dissociative
opinion leaders
Family:
Husband, wife and children
Role and Status.

4. INFLUENCING FACTORS IN BUYING BEHAVIORS
Personal Factors:
Age and Life Cycle Stages
family life cycle
psychological life cycle
Occupation:
White color or blue color workers
Economic Circumstances:
Spending/saving
Life Style:
Psychographics and Value and life styles (VALS principle
Personality and Self-Concept-self image:
actual self-concept-how you view yourself
ideal self-concept-how you would like to view yourself
others self-concept-how you think others view yourself

5. INFLUENCING FACTORS IN BUYING BEHAVIORS
Psychological Factors:
Motivation:
Need satisfaction and drive to act:
biogenic-hunger, thirst
psychogenic-esteem, recognition
motive-pressing person to act
Theories of motivation:
Freud’s theory -unconscious behaviors
Maslow’s theory-need satisfaction
Herzberg’s theory-satisfiers/dissatisfiers
Perception-How the motivated person act:
Selective attention:
People do not pay attention everything around them
Selective distortion:
People twist information into personal meaning
Selective Retention:
People will forget what they learn

6. INFLUENCING FACTORS IN BUYING BEHAVIORS
Learning-arise from experience
Drive:
Strong internal stimulus impelling action
Cue:
Minor stimuli
Reinforcement:
Rewarding experience
Beliefs and Attitudes:
Beliefs:
Descriptive thought based on knowledge and opinion
Attitudes:
Favorable/unfavorable feelings

7. BUYING PROCESS Buying Roles: Buying Behavior:
initiator-person who suggests the idea
influencer-person who gives advise
decider-person who decides to buy
buyer-person who makes actual purchase
user-person who consumes
Buying Behavior:
complex buying behaviors:
High-involvement:
Develop beliefs
Develop attitudes
Purchase decision

8. BUYING PROCESS (CONT.) Dissonance reducing behaviors
Few differences between brands:
Infrequent purchase
Habitual behavior:
Low-involvement:
Brand familiarity and conviction.
Techniques to convert high involved purchase to low involved purchase:
link the product to some issues(problem solving)
link to personal situation
trigger emotions
add important features,
Variety-seeking buying behaviors:
Brand switching

9. BUYING PROCESS (CONT.) Buying Decision Process: Problem recognition
Information search:
personal-family friend
commercial-advertising, salesperson
public-consumer union
experiential-personal experience
Information about competing set of brands:
total set
awareness set
consideration set
choice set
final decision

10. BUYING PROCESS (CONT.) Evaluation of alternatives: Purchase:
Brand belief and brand image(needs and benefits)
Purchase:
attitudes of others
unanticipated situational factors
perceived risk
Purchase sub-decisions:
Brand, vendor, quantity, timing and payment method
Post Purchase behaviors:
Post-purchase satisfaction:
Satisfied, somewhat satisfied, dissatisfied
Post-purchase action:
Repeat purchase
Complains
Post-purchase use and disposal of product:
Storage and new uses of the product