Class 3 Chapters 5 And 6 Consumer Behavior And B2B CARMEN Essay

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Class # 3 Agenda:
Chapter 5 (Consumer Behavior)
Chapter 6 (Business Buyer Behavior)

Dr. Rebecca Reczek
Autumn 2014

What is Consumer Behavior?
• Consumer buyer behavior: the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption

Model of Consumer Behavior

Characteristics Affecting
Consumer Behavior
Factors Influencing Consumer Behavior

Characteristics Affecting
Consumer Behavior: Culture
• What is culture? LEARNED set of meanings, rituals, norms, and traditions that are shared among members of an organization or society
(socialization process).
• Content
– Beliefs, attitudes, goals, values, behaviors, customs
– Cultural icons (books, music, buildings, brands)

• Country, city, company, ethnic groups, region…
• Power is in its pervasiveness-taken for granted!!

Why do marketers care about culture? IMPORTANT
Can affect ALL aspects of consumer behavior – Expectations of product characteristics
– Perception of product benefits
– Views of morality, ethics

Characteristics Affecting
Consumer Behavior: Social Class
Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviors
• Measured by a combination of occupation, income, education, wealth, and other variables Components of Social Class
• Occupational prestige
– Is stable over time and similar across cultures
– Single best indicator of social class

• Income
– Wealth is not distributed evenly across classes (top fifth controls 75% of all assets)
– Income per se is not often a good indicator of social class; it’s the way money is spent and not how much is spent

How Social Class Influences
Purchase Decisions
• Consumers perceive different products/ stores as appropriate for certain social classes
– Working class: sturdy, comfortable, and familiar products (utilitarian attributes)
 Less like to experiment with new products/styles

– Affluent people: appearance/body image • Good market segment for:
- Diet foods/drinks, gyms
- Modern furniture/apparel

Characteristics Affecting
Consumer Behavior
Groups and Social Networks
Membership
Groups
• Groups with direct influence and to which a person belongs

Aspirational
Groups
• Groups an individual wishes to belong to

Reference
Groups
• Groups that form a comparison or reference in forming attitudes or behavior Factors Affecting Consumer
Behavior: Family Roles
• Roles that Household Members Play
– Gatekeeper = household member who collects and controls info important to decider
– Influencer = household members who try to express their opinions and influence the decision
– Decider = person who actually determines what will be chosen
– Buyer = person who physically acquires product
– User = household member who consumes product

Children as Decision Makers
• Children make up 3 distinct markets – Primary market
– Influence market
• Parental yielding

– Future market (Why marketers care now about Generation Z!)

Lifestyles: Useful for
Segmentation
• A lifestyle:
– A pattern of living that determines how people choose to spend their time, money, and energy and reflects their values, tastes, and preferences
– Activities, interests and opinions (AIOs)

What is Consumer Behavior?

Marketin g 4 P’s

Black Box of the
Consumer

Respons e What’s in the Black Box?
MOTIVATION

EXPOSURE
ATTENTION
PERCEPTION
CATEGORIZATION

ABILITY

OPPORTUNITY

ATTITUDE
FORMATION &
CHANGE
MEMORY &
RETRIEVAL

D
E
C
I
S
I
O
N

The Buyer Decision Process
Buyer Decision Making Process

Need Recognition
 Occurs whenever a consumer
Int
e recognizes a
Sti rnal mu difference li between the current state and the ideal or al n r li desired state e t x u
– Internal cues
– External cues

E tim
S

Present
Present
Status
Status

Preferred
Preferred
State
State

Marketing helps consumers recognize an imbalance between present status and preferred state. Motivational Direction
• Most goals can be reached by a number of routes……