Analyzing Consumer Markets by HC120916102554

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									      Analyzing Consumer Markets &
             Buying Behavior


            Otterbein College
               Winter 2000



9/16/2012
                                     6-1
            Simple Response Model




Stimulus         Organism   Response




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            Model of Consumer Behavior
                Marketing and Other Stimuli




                    Buyer’s Black Box

                  ?                      ?

                      Buyer’s Response



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                 Model of Buying Behavior

Marketing Other                 Buyer’s         Buyer’s decision
stimuli   stimuli               characteristics process
Product         Economic        Cultural        Problem recognition
Price           Technological   Social          Information search
Place           Political       Personal        Evaluation
Promotion       Cultural        Psychological   Decision
                                                Post-purchase
                                                   behavior

                                      Buyer’s decisions
                                      Product choice
                                      Brand choice
                                      Dealer choice
                                      Purchase timing
                                      Purchase amount
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Characteristics Affecting Consumer Behavior


                  Cultural

                  Social

             Family & Lifestyle

               Psychological

                   Buyer

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            Cultural Factors

                Culture
              Subculture
              Social Class

                Buyer




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                 Social Factors



                     Reference
                      Groups

                                 Roles &
            Family
                                 Statuses



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       Family and Lifestyle Influences
                           Family Influences


Age and Life Cycle Stage                            Occupation


                            Economic Situation


                         Lifestyle Identification


            Activities                               Opinions


                                 Interests
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              Psychological Factors




                         Motivation

                         Beliefs &
                         Attitudes
            Perception                Learning

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            Maslow’s Hierarchy of Needs

                        Self
                    Actualization

                    Self-Esteem


                   Belongingness


                      Safety


                   Physiological



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             Consumer Buying Roles


                User              Initiator

                         Key
                        Family
                       Decision
            Buyer       Roles         Influencer


                       Decider

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        Four Types of Buying Behavior

                    High            Low
                Involvement     Involvement
Significant
differences      Complex        Variety-
 between          Buying        Seeking
  brands         Behavior       Behavior

    Few         Dissonance-     Habitual
differences   Reducing Buying    Buying
 between         Behavior       Behavior
  brands


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            Consumer Buying Process
  Problem
recognition

            Information
               search

                   Evaluation of
                    alternatives

                              Purchase
                              decision

                                   Post-purchase
                                     behavior
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            Decision Making Sets

  Total
   Set      Aware-
             ness    Consid-
              Set    eration
                               Choice
                       Set
                                Set     Decision




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                   How Customers Use or
                    Dispose of Products
                                                          To be
                                 Rent it    Give it     (re)sold
                Get rid of it               away
                temporarily      Loan it
                                                          To be
                                                          used
                                            Trade it
                 Get rid of it
Product         permanently                             Direct to
                                 Use for               consumer
                                 original    Sell it
                                 purpose
                                 Convert                Through
                  Keep it
                                  to new    Throw it   middleman
                                 purpose     away
                                 Store it                    To
    9/16/2012                                          intermediary
                                                           6-15
                      Video

            Levi's Dockers Parts I & II




9/16/2012                                 6-16

								
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