MKT 202 SECTION 6 Fall 2008

CHAPTER 5 Faculty: ZTK

Consumer Markets and Consumer Buyer Behaviour

Consumer Buyer Behaviour

Consumer Markets

Model of Consumer Behaviour

Fig: 5.1

Marketing & Other Stimuli

 4 Ps & PEST

Buyer’s Black Box

 Characteristics & Decision Process

Buyer’s Response
 Product Choice  Purchase timing
 Brand Choice  Purchase amount
 Dealer Choice
Characteristics Affecting Consumer Behaviour

1. Cultural Factors
a. Culture: Core & Shifts in culture
b. Subculture
c. Social Class: Branding and Tiered Marketing

2. Social Factors
a. Groups:
i. Membership and reference groups
ii. Opinion Leaders: Influentials and leading adopters
iii. Buzz Marketing
iv. Social Networking: Advantage and disadvantage
b. Family : Discuss changing role of women and children
 i. Initiator iv. Decision maker
ii. Information v. Purchasing
Provider Agent
iii. Influencer vi. Consumer

c. Roles and Status

i. Role at work
ii. Role at home
iii. Role in community

3. Personal Factors
a. Age and Life Cycle: Discuss RBC example
b. Occupation: White collar vs. Blue Collar
c. Economic Situation: Income sensitive vs. Brand sensitive

d. Personality and Self Concept: Brand Personality

i. Sincerity iv. Sophistication
ii. Excitement v. Ruggedness
iii. Competence
 4. Psychological Factors
a. Motivation
b. Perception
i. Selective Attention, Distortion & Retention
ii. Subliminal Advertising
c. Learning
i. Response to stimuli
ii. Positive and negative reinforcement
d. Beliefs and Attitudes (Discuss strategies)

Types of Buying Behaviour: Fig: 5.6

 1. Complex 3. Dissonance Reducing
2. Variety Seeking 4. Habitual

Buyer Decision Process

1. Need recognition: Internal vs External

2. Information Search
a. Personal sources c. Commercial Sources
b. Public Sources d. Physical Sources

3. Evaluation of alternatives
4. Purchase Decision:
a. Impulse purchase
b. Situational Factors

5. Postpurchase Evaluation

a. Delight
c. Dissatisfied
b. Satisfied d. Cognitive Dissonance

Stages in Adoption Process

a. Awareness d. Trial
b. Interest e. Adoption
c. Evaluation
Innovation Adoption Model

Product Characteristics and Rate of Adoption

a. Relative Advantage
b. Compatibility
c. Complexity
d. Divisibility
e. Communicability