consumer markets & consumer buyer behaviour

consumer markets & consumer buyer behaviour

1. DEF: buying behaviour of final consumer that make up the consumer market

2. MODEL OF CONSUMER BEHAVIOUR

   • buyer's black box
     • MARKETING : 4's P
     • OTHER: -economic -techn -political -cultural

3. CHARACTERISTIC AFFECT CONSUMER BEHAVIOUR

   • PERSONAL : # age & lifecycle stage # occupation # ecnmc situation # lifestyle # personality
   • PSYCHOLOGICAL : # motivation # perception # learning # belief & attitude
   • SOCIAL : #references groups #family #roles & status
   • CULTURAL : #culture #subculture #social class

4. TYPES OF BUYING DECISION BEHAVIOUR

   • complex buying behaviour : high involve in purchase & perceive significants among brands
   • dissonance-reducing buying behaviour: high involvement, little difference among brands
   • habitual buying behaviour : low consumer involvement, little significant brand (ex:salt)
   • variety-seeking buying behaviour : low consumer involvement, significant brand differences

5. BUYER DECISION PROCESS

   • need recognition
     • information search
       • evaluation of alternatives
         • purchase decision
           • post-purchase behaviour

6. BUYER DECISIONS FOR NEW PRODUCTS

   • adoption process
     • awareness - new products, lack info
       • interest - seek info new product
         • evaluation - try new product, make sense
           • trial - try new product on small scale
             • adoption - make full & regular use of new product
   • indv. differences in innovatives
     • INNOVATORS: try new idea at risk
     • EARLY ADOPTER: leader, new idea but carefully
     • EARLY MAJORITY: adopt new idea before average person
     • LATE MAJORITY: adopt innovation after majority try
     • LAGGARDS : adopt innovation when become something tradition
   • INFLUENCE OF PRODUCT CHARACTERISTIC ON RATE OF ADOPTION
     • RELATIVE ADVANTAGE :innovative appears to existing product
     • COMPATIBILITY: innovation fits value & experiences of potential consumers
     • COMPLEXITY: innovation difficult to use
     • DIVISIBILITY : innovation tried on limited basis
     • COMMUNICABILITY: result using innovation can be observed