0. Analyzing Consumer Markets and Buyer Behavior
Chapter 6
Analyzing Consumer Markets and Buyer Behavior

1. 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.”

2. How and Why Consumers Buy
Buying behavior is influenced by:
Cultural factors
Social factors
Personal factors
Psychological factors

3. How and Why Consumers Buy
Influence Factors `
Cultural
Social
Personal
Psychological
Exert broadest and deepest influence
Culture
Subculture
Social classes

4. How and Why Consumers Buy
Major U.S. Social Classes
Upper Uppers
Lower Uppers
Upper Middles
Middle Class
Working Class
Upper Lowers
Lower Lowers

5. 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

6. How and Why Consumers Buy
Influence Factors
Cultural
Social
Personal
Psychological
Age
Stage in life cycle
Occupation
Economic circumstances
Lifestyle
Personality
Self-concept

7. How and Why Consumers Buy
VALS 2 classifies U.S. adults into eight psychographic groups
Actualizers
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers

8. How and Why Consumers Buy
Influence Factors
Cultural
Social
Personal
Psychological
Motivation
Perception
Learning
Beliefs
Attitudes

9. 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

10. Consumer Buying Decision Process
Understand
Buying roles
Buying behavior
Buying decision process
Initiator
Influencer
Decider
Buyer
User

11. 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

12. Consumer Buying Decision Process
Understand
Buying roles
Buying behavior
Buying decision process
Problem recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior

13. Consumer Buying Decision Process
Postpurchase Behavior:
Consumers’ expectations are compared to performance
Postpurchase satisfaction influences future behavior
Purchasing behavior
Word-of-mouth communications

14. 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