Consumer Markets & Consumer Buyer Behavior

Consumer Markets & Consumer Buyer Behavior

1. 2. Characteristics Affecting Consumer Behavior

   • Culture Influences
     • 1. Culture
       • a) Culture is the broadest influence on consumers. We are rarely aware of its influence until we travel to a foreign culture.
         • b) Culture reflects the learned values, perceptions, wants, and behavior that stem from family and other important institutions.
     • 2. Subculture
       • Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Subcultures include nationalities, religions, racial groups, and geographic regions. Many subcultures make up important market segments, and marketers often design products and marketing programs tailored to their needs.
     • 3. 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

2. 4. The Buyer Decision Process

   • Personal sources (family, friends, neighbors, acquaintances)
     • Commercial sources (advertising, salespeople, Web sites dealers, packaging, displays)
       • Public sources (mass media, consumer‑rating organizations, Internet searches)
         • Experiential sources (handling, examining, using the product)

3. 5. The Buyer Decision Process for New Products

   • Stages in the Adoption Process
     • 1. Awareness: The consumer becomes aware of the new product, but lacks information about it.
       • 2. Interest: The consumer seeks information about the new product.
         • 3. Evaluation: The consumer considers whether trying the new product makes sense.
           • 4. Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value.
             • 5. Adoption: The consumer decides to make full and regular use of the new product.
   • Relative Advantage and Compatibility
     • Essilor Singapore started promoting Crizal lenses through various mass media platforms in Singapore in2010. It has five relative advantages that give clear vision—water repellant, dust repellant, smudge repellant, non-reflective, and scratch-resistant. These advantages are compatible with the target market’s lifestyle, making the product more easily adopted by consumers. Its ads communicate the benefits of this new lens.

4. 3. Types of Buying Decision Behavior

   • Groups/ Opinion Leaders
     • Membership
       • Aspirational
         • Reference
   • Family
     • Family members can strongly influence buyer behavior. The family is the most important consumer buying organization in society, and it has been researched extensively.
       • Husband–wife involvement varies widely by product category and by the stage in the buying process.
         • Family buying influences – Impact of children in decision making
   • Roles & Status
     • A role consists of the activities people are expected to perform. Groups, family, and organizations help define roles and social status. Each role carries a status reflecting the general esteem given to it by society.

5. 1. Model of 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
       • The marketer wants to understand how the stimuli are changed into responses inside the consumer’s “black box,” which has two parts.
       • a) The buyer’s characteristics influence how he or she perceives and reacts to the stimuli
         • b) The buyer’s decision process itself affects the buyer’s behavior
       • Consumer Response
         • Consumer responses include purchasing and loyalty to the brand or outlet

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