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j 


After studying this chapter, you should be able to:
1. Define the consumer market and construct a simple
model of consumer buyer behavior
2. Name the four major factors that influence
consumer buyer behavior
3. List and understand the major types of buying
decision behavior and the stages in the buyer
decision process
4. Describe the adoption and diffusion process for new
products

5--2
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5-3
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|
   refers to the

buying behavior of final consumersƜ
individuals and households who buy goods
and services for personal consumption

|
 
 refers to all of the personal
consumption of final consumers

5-4
  |
   

Marketing stimuli Other stimuli include:

consists of the 4 Ps ƥ Economic forces

ƥ roduct ƥ Technological forces

ƥ rice ƥ Political forces

ƥ lace ƥ Cultural forces

ƥ romotion

5-5
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ƥ Cultural Factors ƥ Social Factors

ƥ Buyerƞs culture ƥ Reference groups
ƥ Buyerƞs subculture ƥ Family
ƥ Buyerƞs social class ƥ Roles and status

5-6
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ƥ Personal Factors ƥ Psychological

ƥ Age and life-cycle Factors
stage ƥ Motivation
ƥ Occupation ƥ Perception
ƥ Economic situation ƥ Learning
ƥ Lifestyle ƥ Beliefs and attitudes
ƥ Personality and self-
concept

5-7
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| is the learned values,

perceptions, wants, and behavior from
family and other important institutions

5-8
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( are groups of people within a

culture with shared value systems
based on common life experiences and
situations
ƥ Hispanic
ƥ African American
ƥ Asian
ƥ Mature consumers

5-9
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(    are societyƞs relatively

permanent and ordered divisions whose
members share similar values, interests,
and behaviors

Social class is measured by a combination

of occupation, income, education,
wealth, and other variables

5-10
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The major American social classes

ƥ Upper class
ƥ Middle class
ƥ Working class
ƥ Lower class

5-11
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È

 

 

  have a direct influence

and to which a person belongs
 
  are groups to which an
individual wishes to belong
)
  are groups that form a
comparison or reference in forming attitudes
or behavior

5-12
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È

 

 



  are people within a reference

group with special skills, knowledge,
personality, or other characteristics that can
exert social influence on others
ƥ ** 

enlists opinion leaders to
spread the word
ƥ (  
% 

is a new form of buzz
marketing
ƥ MySpace.com
ƥ Facebook.com
5-13
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|
   

È

 

'  is the most important consumer-

buying organization in society

(   
  are the groups,

family, clubs, and organizations to which a
person belongs that can define role and
social status

5-14
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R  
 

ƥ Personal characteristics
ƥ Age and life-cycle stage
ƥ Occupation
ƥ Economic situation
ƥ Lifestyle
ƥ Personality and self-concept
5-15
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R  
 

Age and life-cycle stage

ƥ RBC Royal Band stages:
ƥ YouthƜyounger than 18
ƥ Getting startedƜ18-35
ƥ BuildersƜ35-50
ƥ AccumulatorsƜ50-60
ƥ PreserversƜover 60

5-16
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R  
 

 
affects the goods and services

bought by consumers


 
includes trends in:

ƥ Personal income

ƥ Savings

ƥ Interest rates

5-17
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R  
 

jis a personƞs pattern of living as

expressed in his or her psychographics
ƥ Measures a consumerƞs AIOs (activities,
interests, and opinions) to capture information
about a personƞs pattern of acting and
interacting in the environment

5-18
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R  
 

SRI Consultingƞs Values and Lifestyle

(oj() typology
ƥ Classifies people according to how they

spend money and time

ƥ Primary motivations
ƥ Resources

5-19
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R  
 

ƥ Primary motivations
ƥ Ideals
ƥ Achievement
ƥ Self-expression

5-20
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R  
 

ƥ Resources
ƥ High resources
ƥ Innovators exhibit all primary motivations
ƥ Low resources
ƥ Survivors do not exhibit strong primary
motivation

5-21
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R  
 
R   È 



 refers to the unique

psychological characteristics that lead
to consistent and lasting responses to
the consumerƞs environment

5-22
|  

|
   

R  
 
R   È 




 refers to the specific mix

of human traits that may be attributed to a
particular brand
ƥ Sincerity
ƥ Excitement
ƥ Competence
ƥ Sophistication
ƥ Ruggedness

5-23
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R  
 
R   È 


(+
refers to peopleƞs

possessions that contribute to and
reflect their identities

5-24
|  

|
   

R 
  

 

ƥ Motivation
ƥ Perception
ƥ Learning
ƥ Beliefs and attitudes

5-25
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R 
  

 
 

A  is a need that is sufficiently

pressing to direct the person to seek
satisfaction

  
  refers to

qualitative research designed to probe
consumersƞ hidden, subconscious
motivations
5-26
|  

|
   

R 
  

 
    
  
ƥ People are driven by particular needs at
particular times
ƥ Human needs are arranged in a hierarchy from
most pressing to least pressing
ƥ Psychological
ƥ Safety
ƥ Social
ƥ Esteem
ƥ Self-actualization

5-27
|  

|
   

R 
  

 


is the process by which people

select, organize, and interpret information to
form a meaningful picture of the world from
three perceptual processes
ƥ Selective attention
ƥ Selective distortion
ƥ Selective retention

5-28
|  

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R 
  

 

( 

is the tendency for people

to screen out most of the information to which
they are exposed
( 
is the tendency for people
to interpret information in a way that will
support what they already believe
(

is the tendency to
remember good points made about a brand
they favor and to forget good points about
competing brands

5-29
|  

|
   

R 
  

 

j 

is the changes in an individualƞs

behavior arising from experience and
occurs through interplay of:
ƥ Drives
ƥ Stimuli
ƥ Cues
ƥ Responses
ƥ Reinforcement
5-30
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R 
  

 
    

is a descriptive thought that a

person has about something based on:
ƥ Knowledge

ƥ Opinion

ƥ Faith

5-31
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R 
  

 
    

 describe a personƞs relatively

consistent evaluations, feelings, and
tendencies toward an object or idea

5-32
!  
"
   

ƥ Complex buying behavior

ƥ Dissonance-reducing buying behavior
ƥ Habitual buying behavior
ƥ Variety-seeking buying behavior

5-33
!  
"
   
 
   

When consumers are highly motivated in a

purchase and perceive significant differences
among brands

Purchasers are highly motivated when:

ƥ Product is expensive
ƥ Product is risky
ƥ Product is purchased infrequently
ƥ Product is highly self-expressive

5-34
!  
"
   

"

+

  

occurs when consumers are highly involved
with an expensive, infrequent, or risky
purchase, but see little difference among
brands

 + 

 occurs when the

consumer notices certain disadvantages of
the product purchased or hears favorable
things about a product not purchased
5-35
!  
"
   

,  
   occurs when

consumers have low involvement and
there is little significant brand difference

o +


  
occurs when consumers have low
involvement and there are significant
brand differences

5-36
! "
 

Five stages in the buyer decision process

1. Need recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

5-37
! "
 

 
 

$ 

occurs when the

buyer recognizes a problem or need
triggered by:
ƥ Internal stimuli

ƥ External stimuli

5-38
 ! "
 

ã   È 


'
  
  is the amount of

information needed in the buying process
and depends on the strength of the drive,
the amount of information you start with, the
ease of obtaining the information, the value
placed on the additional information, and the
satisfaction from searching
5-39
! "
 

ã   È 


Sources of information:

 -family and friends
|   -advertising, Internet
 -mass media, consumer
organizations
 
  -handling, examining,
using the product

5-40
! "
 

    

  
  
 is how the

consumer processes information to
arrive at brand choices

5-41
! "
 

R
 
 

! 
is the act by the

consumer to buy the most preferred
brand

The purchase decision can be affected by:

ƥ Attitudes of others

ƥ Unexpected situational factors

5-42
! "
 

R R
 
 

! + 
is the

satisfaction or dissatisfaction the
consumer feels about the purchase

Relationship between:
ƥ Consumerƞs expectations

ƥ Productƞs perceived performance

5-43
! "
 

R R
 
 

The larger the gap between expectation

and performance, the greater the
consumerƞs dissatisfaction

| 


 is the discomfort

caused by a post-purchase conflict

5-44
 ! "
 
R R
 
 

Customer satisfaction is a key to

building profitable relationships with
consumersƜto keeping and growing
consumers and reaping their
customer lifetime value

5-45
! "
  
$% 

$%  is a good, service, or idea

that is perceived by some potential
customers as new

 
  is the mental process

an individual goes through from first
learning about an innovation to final
regular use

5-46
! "
  
$% 

È     R

1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption

5-47
! "
  
$% 

È     R

% 
 is when the consumer

becomes aware of the new product but
lacks information

'
 is when the consumer seeks

information about the new product

5-48
! "
  
$% 

È     R

  
is when the consumer

considers whether trying the new
product makes sense

! is when the consumer tries the new

product to improve his or her estimate
of value

5-49
! "
  
$% 

È     R

 
is when the consumer decides

to make full and regular use of the
product

5-50
! "
  
$% 
ã   
 ã 

   are opinion leaders and adopt

new ideas early but cautiously
   are deliberate and adopt new
ideas before the average person
j   are skeptical and adopt new
ideas only after the majority of people have
tried it
j   are suspicious of changes and adopt
new ideas only when they become tradition

5-51
! "
  
$% 

ã 
 R 

  

   

)  
 is the degree to which an

innovation appears to be superior to existing
products

|  is the degree to which an

innovation fits the values and experiences of
potential consumers

5-52
! "
  
$% 
ã 
 R 

  

   

|  is the degree to which the

innovation is difficult to understand or
use

"is the degree to which the

innovation may be tried on a limited
basis

5-53
|
    
'


 

Differences can include:

ƥ Values

ƥ Attitudes

ƥ Behaviors

The question for marketers is whether to

adapt or standardize the marketing

5-54