5 MARKETING AN INTRODUCTION

Global Edition

Understanding Consumer and Business

Buyer Behavior
 Consumer Markets and Consumer Buyer
Behavior

Consumer buying behavior refers to the buying

behavior of
final
consumers.

5-2

Copyright 2011 Pearson Education

 Model of Buyer Behavior

5- 3
Copyright 2011 Pearson Education
 Factors Influencing Consumer Behavior

5- 4
Copyright 2011 Pearson Education
 Factors Influencing Consumer Behavior
Cultural Factors
Culture is the set of basic values, perceptions, wants
and behaviors
learned
by a member
of society
from family
and other
important
institutions
4-5
 Factors Influencing Consumer Behavior
Cultural Factors
Subculture is a group of people with shared
value systems
based on common
life experiences
and situations.

4-6
 Factors Influencing Consumer Behavior
Social Class

5- 7

Copyright 2011 Pearson Education

 Factors Influencing Consumer Behavior
Social Factors

Small groups Family Social roles and

status

5- 8

Copyright 2011 Pearson Education

 Factors Influencing Consumer Behavior
Personal Factors

Age & Life-Cycle Stage

Economic Situation

Lifestyle

Personality and Self-Concept

5- 9

Copyright 2011 Pearson Education

 Factors Influencing Consumer Behavior
Psychological Factors - Motivation
A motive (or
drive) is a need
that is
sufficiently
pressing to
direct the
person to seek
satisfaction of
the need
4 - 10
 Factors Influencing Consumer Behavior
Psychological Factors - Perception
Perception is a process by which people
select, organize,
and interpret
information to
form a
meaningful
picture
of the world.
4 - 11
Factors Influencing Consumer Behavior
Psychological Factors - Learning

Learning describes
changes in an
individuals behavior
arising from
experience

4 - 12
 The Buyer Decision Process

5- 13
Copyright 2011 Pearson Education
 The Buyer Decision Process for New Products
Stages in the adoption process

Adoption
Trial

Evaluation

Interest

Awareness

5- 14

Copyright 2011 Pearson Education

 The Buyer Decision Process for New
Products

5- 15

Copyright 2011 Pearson Education

 The Buyer Decision Process for New
Products
Characteristics important in influencing
innovations rate of adoption

Relative
Compatibility Complexity
advantage

Divisibility Communicability

4 - 16