Meet 3-Revisi

Analyzing Markets
The most important

thing is to forecast
where customers
are moving, and be
in front of them.
3-1
Copyright © 2003 Prentice-Hall, Inc.
Meeting Objectives
In this meeting, we focus on the following
questions:
 How do the buyers’ characteristics – cultural, social, perso
nal, and psychological – influence buying behavior?
 How does the buyer make purchasing decisions?
 What is the business market, and how does it differ from
the consumer market?
 What buying situations do organizational buyers face?
 Who participates in the business buying process?
 What are the major influences on organizational buyers?
 How do business buyers make their decisions?
3-2
Overall Model Of Consumer
Behavior
3-3
Characteristics of Major U.S. Social Classes
1. Upper Uppers The social elite who live on inherited wealth. They
(less than 1%) give large sums to charity, run the debutante balls,
maintain more than one home, and send their
children to the finest schools. They are a market for
jewelry, antiques, homes, and vacations. They often
buy and dress conservatively. Although small as a
group, they serve as a reference group to the extent
that their consumption decisions are imitated by the
other social classes.
2. Lower Uppers Persons, usually from the middle class, who have
(about 2%) earned high income or wealth through exceptional
ability in the professions or business. They tend to
be active in social and civic affairs and to buy the
symbols of status for themselves and their children.
They include the nouveau riche, whose pattern of
conspicuous consumption is designed to impress
those below them.
See text for complete table

3-4
Stages in the Family Life Cycle
1. Bachelor stage: Few financial burdens. Fashion opinion
Young, single, not leaders. Recreation oriented. Buy: basic home
living at home equipment, furniture, cars, equipment for the
mating game; vacations.
2. Newly married Highest purchase rate and highest average
couples: purchase of durables: cars, appliances,
Young, no children furniture, vacations.
3. Full nest I: Home purchasing at peak. Liquid assets low.
Youngest child under Interested in new products, advertised
six products. Buy: washers, dryers, TV, baby food,
chest rubs and cough medicines, vitamins,
dolls, wagons, sleds, skates.
4. Full nest II: Financial position better. Less influenced by
Youngest child six or advertising. Buy larger-size packages,
over multiple-unit deals. Buy: many foods, cleaning
materials, bicycles, music lessons, pianos.
See text for complete table

3-5
The VALS segmentation system:
An 8-part typology
 Groups with High
Resources
1. Actualizers
2. Fulfilleds
3. Achievers
4. Experiencers
 Groups with Lower
Resources
1. Believers
2. Strivers
3. Makers
4. Strugglers
3-6
Influencing Buyer Behavior
 Maslow’s Theory
3-7
The Buying Decision Process
 Buying Roles
 Initiator
 Influencer
 Decider
 Buyer
 User
 Buying behavior
3-8
Consumer Decision Making Process
Need Recognition
Search for Information
Pre-Purchase Evaluation of Alternatives
Purchase
Consumption
Post Consumption Evaluation
Divestment
3-9
Consumer Involvement and Types of
Decision Making
Low purchase involvement High purchase involvement
Habitual DM Limited DM Complex DM
Problem Recognition Problem Recognition Problem Recognition

Selective Generic Generic
Information Search Information Search

Information Search Internal and Limited
Limited Internal Internal and External
External
Alternative Evaluation:
Alternative Evaluation: Many attributes &
Few attributes & alternatives, Complex
Purchase alternatives, Simple decision rules
decision rules
Purchase Purchase
Post purchase:
No dissonance, very
limited evaluation
Post purchase: Post purchase:
No dissonance, limited Dissonance, Complex
evaluation evaluation 3-10
Four Types of Buying Behavior
High Involvement Low Involvement
Significant Differences Complex buying Variety-seeking
between Brands behavior buying behavior
Few Differences between Dissonance-reducing Habitual buying

Brands buying behavior behavior
3-11
Need Recognition
Desired Consumer Lifestyle: Current Situation:
The way the consumer would like Temporary factors affecting the
to live and feel consumer
Desired State: Actual State:

The Condition the consumer would The condition the consumer
like to be in this point in time perceives himself or herself to be
in at this point in time
Nature of Discrepancy:
Difference between the consumer’s desired and perceived conditions
No Desired State exceeds Actual State exceeds

Difference Actual State Desired State
Satisfaction Problem Recognized

No Action Search decision initiated
3-12
Information Search
Information
What evaluative Yes
What is the Search
criteria are
performance terminates
needed?
of each Can a
solution on decision be
each made? Information
What solution No
evaluative Search
exist?
criterion? continues
3-13
Selective Information Processing
STIMULI
Exposure
Attention
Interpretation
Memory
3-14
Information Processing for
Consumer Decision Making
Exposure
P
Random --------------------- Deliberate
E
R
C Attention
E Low High
P involvement --------------- involvement
T
I
O Interpretation
Low High
N involvement --------------- involvement
Short-term Memory Long-term
Active problem Stored experiences,

solving values, decisions,
rules, etc
Purchase and Consumption Decision

3-15
3-16
3-17
3-18
3-19
The Selection of Alternatives
All Potential Alternatives
(Brands, products)
Awareness Set Unawareness Set
Alternatives the consumer does

Alternatives the consumer is aware of not know about
Evoke Set Inert Set Inept Set
Alternatives given Backup Avoided

consideration Alternatives alternatives
Specific Alternatives
alternative considered, but
purchased not purchased
3-20
The Evaluation of Alternatives and the
Purchases
Displays
Price
Reduction
Modify
Store Alternatives intended
Layout Evaluation purchase
behavior
Stock out
Cost Sales
Personnel
3-21
The Buying Decision Process
 Postpurchase Behavior
 Postpurchase Satisfaction
 Disappointed
 Satisfied
 Delighted
 Postpurchase Actions
 Postpurchase Use and Disposal
3-22
How Customers Dispose of Products
3-23
What is Organizational
Buying?
 The business market versus the
consumer market
 Business market
 Fewer buyers
 Larger buyers
 Close supplier-customer relationship
 Geographically concentrated buyers
 Derived demand
 Inelastic demand
3-24
Buying?
 Fluctuating demand
 Professional purchasing
 Several buying influences
 Multiple sales calls
 Directed purchasing
3-25
Buying?
 Buying Situations
 Straight rebuy
 Modified rebuy
 New Task
 Systems Buying and Selling
 Systems buying
 Turnkey solution
 Systems selling
3-26
Participants in the Business
Buying Process
 The Buying Center
 Initiators
 Users
 Influencers
 Deciders
 Approvers
 Buyers
 Gatekeepers
 Key buying influencers
 Multilevel in-depth selling
3-27
Major Influences on
Industrial Buying Behavior
3-28
Overall Model of Organizational
Buyer Behavior
3-29

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Meet 3-Revisi

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Analyzing Markets

The most important

See text for complete table

See text for complete table

Search for Information

Pre-Purchase Evaluation of Alternatives

Post Consumption Evaluation

Habitual DM Limited DM Complex DM

Problem Recognition Problem Recognition Problem Recognition

Information Search Information Search

Few Differences between Dissonance-reducing Habitual buying

Desired State: Actual State:

No Desired State exceeds Actual State exceeds

Satisfaction Problem Recognized

Short-term Memory Long-term

Active problem Stored experiences,

Purchase and Consumption Decision

Awareness Set Unawareness Set

Alternatives the consumer does

Evoke Set Inert Set Inept Set

Alternatives given Backup Avoided

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