1. Copyright © 2003 Prentice-Hall, Inc. 1 Chapter 6 Analyzing Consumer Markets & Buyer Behavior Francis Piron Qatar University Spring 2006

2. Copyright © 2003 Prentice-Hall, Inc. 2 Kotler on Marketing The most important thing is to forecast where customers are moving & be in front of them.

3. Copyright © 2003 Prentice-Hall, Inc. 3 In this chapter, we focus on two questions:  How do the buyers ’ character- istics – cultural, social, personal, & psychological – influence buying behavior?  How does the buyer make purchasing decisions? Chapter Objectives

4. Copyright © 2003 Prentice-Hall, Inc. 4 Model of Buyer Behavior

5. Copyright © 2003 Prentice-Hall, Inc. 5 Cultural Factors  Culture Influencing Buyer Behavior  Subcultures  Diversity marketing  Social class

6. Copyright © 2003 Prentice-Hall, Inc. 6 Influencing Buyer Behavior Social Factors  Reference Groups Membership groups Primary groups Secondary groups Aspirational groups Dissociative groups Opinion leader

7. Copyright © 2003 Prentice-Hall, Inc. 7 Family Influencing Buyer Behavior Family Family of orientation Family Family of orientation Family of procreation Roles and Statuses Roles Status

8. Copyright © 2003 Prentice-Hall, Inc. 8 Influencing Buyer Behavior Personal Factors  Age & Stage in the Life Cycle

9. Copyright © 2003 Prentice-Hall, Inc. 9 The VALS segmentation system: An 8-part typology Groups with High Resources 1.Actualizers 2.Fulfilleds 3.Achievers 4.Experiencers Groups with Lower Resources 1.Believers 2.Strivers 3.Makers 4.Strugglers

10. Copyright © 2003 Prentice-Hall, Inc. 10  Personality and Self-Concept Personality Influencing Buyer Behavior

11. Copyright © 2003 Prentice-Hall, Inc. 11 Brand personality Sincerity Excitement Competence Sophistication Ruggedness  Personality and Self-Concept Influencing Buyer Behavior

12. Copyright © 2003 Prentice-Hall, Inc. 12 Self-concept Person ’ s actual self-concept Ideal self-concept Others ’ self-concept  Personality and Self-Concept Influencing Buyer Behavior

13. Copyright © 2003 Prentice-Hall, Inc. 13 Psychological Factors  Motivation Motive Influencing Buyer Behavior

14. Copyright © 2003 Prentice-Hall, Inc. 14 Influencing Buyer Behavior Maslow’s Hierarchy of Needs

15. Copyright © 2003 Prentice-Hall, Inc. 15 Perception  Selective attention Consumers are more likely to notice stimuli than relate to a current need Influencing Buyer Behavior

16. Copyright © 2003 Prentice-Hall, Inc. 16 Perception  Selective attention Consumers are more likely to notice stimuli that they anticipate Influencing Buyer Behavior

17. Copyright © 2003 Prentice-Hall, Inc. 17 Perception  Selective attention People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli. Influencing Buyer Behavior

18. Copyright © 2003 Prentice-Hall, Inc. 18 LEARNING ACTIVE vs. PASSIVE LEARNING PASSIVE LEARNING:  CLASSICAL CONDITIONING  OPERANT CONDITIONING

19. Copyright © 2003 Prentice-Hall, Inc. 19 CLASSICAL CONDITIONING

20. Copyright © 2003 Prentice-Hall, Inc. 20 CLASSICAL CONDITIONING UNCONDITIONAL STIMULUS CONDITIONAL STIMULUS

21. Copyright © 2003 Prentice-Hall, Inc. 21 CLASSICAL CONDITIONING LEARNING THRU MULTIPLE EXPOSURES CONDITIONAL STIMULUS

22. Copyright © 2003 Prentice-Hall, Inc. 22 OPERANT CONDITIONING AMERICAN EXPRESS BEHAVIOR REWARD/ PUNISHMENT

23. Copyright © 2003 Prentice-Hall, Inc. 23 The purchase of a product from a Company A turns out to be a positive experience. You are looking for a loosely related product, which is also offered by Company A. Do you assume that you will again have a positive experience with Company A’s offering, or do you look for the “best of breed,” regardless of which company offers it?

24. Copyright © 2003 Prentice-Hall, Inc. 24  Complex Buying Behavior  Dissonance-Reducing Buyer Behavior  Habitual Buying Behavior  Variety-Seeking Buying Behavior The Buying Decision Process

25. Copyright © 2003 Prentice-Hall, Inc. 25 Problem recognition Information search  Personal sources  Commercial sources  Public sources  Experiential sources Stages of the Buying Decision Process

26. Copyright © 2003 Prentice-Hall, Inc. 26 Purchase Decision Steps Between Evaluation of Alternatives and a purchase decision The Buying Decision Process

27. Copyright © 2003 Prentice-Hall, Inc. 27 Postpurchase Behavior  Postpurchase Satisfaction Disappointed Satisfied Delighted Postpurchase Actions  Postpurchase Use and Disposal The Buying Decision Process