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Marketing Chapter 4
Marketing Chapter 4
By: Dan Carlo Poblacion Neil Ceasar Gumban Rickeval Alova Neil Derrek Dullesco BABA2B
Objectives
Define what Consumer Market and Consumer Buyer Behavior is. Identify the key factors that influence buyer behavior. Understand the types of buying decision behavior and the buyer decision process. Comprehend the adoption and diffusion process for new products.
Consumer Market
It is composed of individuals who buy a specific good or service. These individuals purchase products, goods and services for their own consumption.
Buyer Response
Product choice Brand choice Dealer choice Purchase timing Purchase amount
Key Factors
Cultural Social Personal Psychological
Subculture
Groups with shared value systems
Social Class
Societys divisions who share values, interests and behaviors
Key Factors
Cultural Social Personal Psychological
Membership Reference
Aspirational
Opinion Leaders
Groups
Membership and Reference
Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members.
Opinion Leaders
Marketers use and pay spokespeople to market their products.
Family Influences
that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family (can reject/alter/etc) family buying decisions are a mixture of family interactions and individual decision making family acts an interpreter of social and cultural values for the individual
Key Factors
Cultural Social Personal Psychological
Key Factors
Cultural Social Personal Psychological
Motivation
A motive is a need that is sufficiently pressing to direct the person to seek satisfaction Motivation research is based on Freud; Looks for hidden and subconscious motivation Maslow ordered needs based on how pressing they are to the consumer
Perception
Perception is the process by which people select, organize, and interpret information Perception Includes:
Selective attention
Consumers screen out information
Selective distortion
People interpret to support beliefs
Selective retention
People retain points to support attitudes
Learning
Learning describes changes in an individuals behavior arising from experience Learning occurs through:
Drives Stimuli Cues
Internal stimulus that calls for action Objects that move drive to motive Minor stimuli that affect response Feedback on action
Reinforcement
Attitude
describes a persons evaluations, feelings and tendencies toward an object or idea They are difficult to change
Dissonance-reducing Habitual
Variety-seeking
Product Characteristics