Consumer Buying Behavior

Principles of Marketing

3－1

Session 3 Consumer Buying Behavior

Text: Chapter 5

国际商学院市场营销学系 Outline 3－2 I. Factors Affecting Consumer Behavior II. Types of Buying Decision Behavior III. The Buyer Decision Process IV. The Buyer Decision Process for New Products

国际商学院市场营销学系 Model of Consumer Behavior

3－3

Marketing and Other Stimuli

Buyer’s Black Box

Buyer’s Response

国际商学院市场营销学系 Factors Influencing Consumer Behavior

Cultural Social •Culture •Family 3－4 •Subculture •Reference groups •Social Class •Roles & status

Psychological Consumer Buyers’ responses •Motivation •Product service & •Perception category selection •Learning (memory) BUYER DECISION PROCESS •Brand selection •Beliefs & attitudes •Reseller selection •Personality & Experiences •Purchase timing & self-concept Lifestyle repurchase intervals •Purchase amount Personal •Age & lifecycle stage Marketing programs Environmental influences •Occupation •Marketing objectives •Economic •Education •Marketing strategy •Technological •Economic situation •Marketing mix •Political 国际商学院市场营销学系 I. Factors Affecting Consumer Behavior

国际商学院市场营销学系 Factors Influencing Consumer Behavior 3－6

Cultural

Social Personal

Culture Age and Psycho- Reference life-cycle logical groups Occupation Motivation

Sub- Perception Buyer culture Economic Family situation Learning

Lifestyle Beliefs and attitudes Social Roles Personality class and and status self-concept

国际商学院市场营销学系 Characteristics of Culture

3－7

Socially Prescriptive Shared

Culture Communication Cumulative Facility

Learned

国际商学院市场营销学系 Subcultures

3－8 Nationalities

Religions

Racial groups

Geographic regions

Special interests

国际商学院市场营销学系 Characteristics of Social Classes

3－9

 Within a class, people tend to behave alike  Social class conveys perceptions of inferior or superior position  Class may be indicated by a cluster of variables (occupation, income, wealth)  Class designation is mobile over time

国际商学院市场营销学系 Social Factors

3－10

 Family

 Reference Groups

 Roles and Status

国际商学院市场营销学系 Family Influences

3－11

Family Influences

Age and Life Cycle Stage Occupation

Economic Situation

国际商学院市场营销学系 3－12

国际商学院市场营销学系 Reference Group

3－13 Group Influence on Brand Choice Strong Weak

Strong Public Private Luxuries Luxuries

Weak Public Private

Necessities Necessities

Group Influence on on Influence Group Choice Product

国际商学院市场营销学系 Lifestyle Influences

3－14

Lifestyle Identification

Activities Opinions

Interests

国际商学院市场营销学系 SRI Values & Lifestyles (VALS2)

3－15 High Innovation High Resources Actualizers

Fulfilleds Achievers Experiencers

Believers Strivers Makers

Strugglers Low Resources Low Innovation

国际商学院市场营销学系 Maslow’ s Hierarchy of Needs

－ Self 3 16 Actualization

Self-Esteem

Belongingness

Safety

Physiological

国际商学院市场营销学系 3－17

II. Types of Buying Decision Behavior

国际商学院国际商学院市场营销学系市场营销学系 II. Types of Buying Decisions

3－18

High Low Involvement Involvement

Significant Complex Variety- differences Buying Seeking between Behavior Behaviour brands

Few Dissonance- Habitual differences Reducing Buying Buying between brands Behaviour Behaviour

国际商学院市场营销学系 Consumer Buying Roles

3－19

Initiator

Influencer Key User Family Decision Roles

Buyer Decider

国际商学院市场营销学系 III. The Buyer Decision Process

3－21 Need Recognition

Information Search

Evaluation of Alternatives

Purchase Decision

Postpurchase Behaviour

国际商学院市场营销学系 1. Need Recognition

3－22

Buyer Recognizes Needs Arising State Where the From: Buyer’s Needs a

Problem

are Fulfilled and Internal Stimuli – or a Need. the Buyer is Hunger Satisfied. External Stimuli- Friends

国际商学院市场营销学系 2. Information Search

3－23

Personal Sources •Family, friends, neighbors •Most effective source of information Commercial Sources •Advertising, salespeople •Receives most information from these sources

Public Sources •Mass Media •Consumer-rating groups

•Handling the product Experiential Sources •Examining the product •Using the product

国际商学院市场营销学系 3. Evaluation of Alternatives

3－24 Marketers Must Study Buyers to Find Out How They Evaluate Brand Alternatives Consumer May Use Careful Calculations & Logical Thinking

Consumers May Buy on Impulse and Rely on Intuition

Consumers May Make Buying Decisions on Their Own. Consumers May Make Buying Decisions Only After Consulting Others.

国际商学院市场营销学系 Expectancy Value Model

3－25

Attribute Expectancy Camera Quality Ease Size Price Value Weight 0.4 0.3 0.2 0.1 1.0 A 10 8 6 4 8.0 B 8 9 8 3 7.8 C 6 8 10 5 7.3 D 4 3 7 8 4.7

国际商学院市场营销学系 4. Purchase Decision

3－26

Purchase Intention Desire to buy the most preferred brand

Attitudes Unexpected

Situational of Others

Factors

Purchase Decision

国际商学院市场营销学系 5. Postpurchase Behavior

3－27

Satisfied Customer!

Consumer’s Expectations of Product’s Performance. Product’s Perceived Performance.

Dissonance Cognitive Dissatisfied Customer

国际商学院市场营销学系

IV. The Buyer Decision Process for New Products

国际商学院市场营销学系 Stages in the Adoption Process

Awareness 3－29

Interest

Evaluation

Trial

Adoption

国际商学院市场营销学系 Adoption of Innovations

3－30

Early Majority Late Majority

Early Laggards Adopters 34% 34%

Innovators Percentage of Adopters of Percentage 13.5% 16%

2.5% Time of Adoption Early Late

国际商学院市场营销学系 Influences on Rate of Adoption

3－31

 Communicability  Relative Advantage  Divisibility  Compatibility  Complexity

国际商学院市场营销学系 Questions

3－32 1. Which age-group, to your mind, is the major segment of smart cell-phone market in China? 2. Which first three attributes do Chinese college students are after in selecting cell-phone models? 3. Observe and describe the buying process of the college students, pointing out some helpful implications to the cell- phone marketers.

国际商学院市场营销学系