Kotler06exs Analyzing Consumer Markets And Buyer Behavior

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Information about Kotler06exs Analyzing Consumer Markets And Buyer Behavior

Published on January 29, 2009

Author: bhagchand

Source: slideshare.net

Chapter 6 Analyzing Consumer Markets and Buyer Behavior PowerPoint by Karen E. James Louisiana State University - Shreveport

Objectives Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. Describe how the consumer makes a purchasing decision.

Determine how cultural, social, personal, and psychological factors influence consumer buying behavior.

Describe how the consumer makes a purchasing decision.

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.”

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.”

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

Buying behavior is influenced by:

Cultural factors

Social factors

Personal factors

Psychological factors

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

Influence Factors

Cultural

Social

Personal

Psychological

Exert broadest and deepest influence

Culture

Subculture

Social classes

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

Upper Uppers

Lower Uppers

Upper Middles

Middle Class

Working Class

Upper Lowers

Lower Lowers

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

Influence Factors

Cultural

Social

Personal

Psychological

Reference groups

Membership

Primary vs. secondary

Aspirational vs. dissociative

Family

Social roles and statuses

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

Influence Factors

Cultural

Social

Personal

Psychological

Age

Stage in life cycle

Occupation

Economic circumstances

Lifestyle

Personality

Self-concept

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

Actualizers

Fulfilleds

Achievers

Experiencers

Believers

Strivers

Makers

Strugglers

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

Influence Factors

Cultural

Social

Personal

Psychological

Motivation

Perception

Learning

Beliefs

Attitudes

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

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

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

Understand

Buying roles

Buying behavior

Buying decision process

Initiator

Influencer

Decider

Buyer

User

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

Understand

Buying roles

Buying behavior

Buying decision process

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

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

Understand

Buying roles

Buying behavior

Buying decision process

Problem recognition

Information search

Evaluation of alternatives

Purchase decision

Postpurchase behavior

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

Postpurchase Behavior:

Consumers’ expectations are compared to performance

Postpurchase satisfaction influences future behavior

Purchasing behavior

Word-of-mouth communications

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

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

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