Documentos de Académico
Documentos de Profesional
Documentos de Cultura
and Consumer
Buyer Behavior
Chapter 6
Objectives
6-2
Objectives
6-3
Harley-Davidson
c
6-4
Definitions
6-5
Figure 6-1:
Model of Buyer Behavior
6-6
Model of
Consumer Behavior
6-8
Characteristics Affecting
Consumer Behavior
6-9
Characteristics Affecting
Consumer Behavior
Hispanics
35 million consumers
purchase $425 billion
worth of goods and
services.
Expected to grow 64%
in 20 years.
Spanish media makes
group easy to reach.
Brand loyal group.
6 - 10
Sears uses the Fiesta mobile to visit
Hispanic neighborhoods regularly
6 - 11
Characteristics Affecting
Consumer Behavior
African Americans
35 million consumers
purchase $527 billion worth
of goods and services.
Growing more affluent /
sophisticated.
Price and brand name
conscious; quality and
selection are important.
Certain media target this
group.
6 - 12
Hallmark offers an Afrocentric line of greeting
cards called Mahogany. What other brands have
been targeted specifically to African Americans?
6 - 13
Characteristics Affecting
Consumer Behavior
Asian Americans
10 million consumers
purchase $229 billion
worth of goods and
services.
Fastest growing, most
affluent subculture.
Many nationalities
comprise this group.
Consumer packaged
goods firms now target
this group more heavily.
6 - 14
Characteristics Affecting
Consumer Behavior
Mature Consumers
75 million consumers age 50+will grow to 115
million within 25 years.
Mature consumers
control 50% of all
discretionary income.
Attractive market for
travel, restaurant, and
cosmetics products,
among others.
6 - 15
Characteristics Affecting
Consumer Behavior
What other
types of images
could be used
to appeal to this
lifestyle?
6 - 18
Figure 6-3:
VALS Lifestyle Classification
6 - 19
Characteristics Affecting
Consumer Behavior
Brand Personality Dimensions
Sincerity Excitement
Ruggedness Competence
Sophistication
6 - 20
Think about Tide
detergent.
What brand
personality
seems to
describe Tide
best?
Can you think of
examples of
brands that fit
each personality
type?
6 - 21
Characteristics Affecting
Consumer Behavior
Motivation
Key Factors Needs provide motives
Motivation research
Maslow’s hierarchy of needs
Cultural Perception
Selective attention, selective
distortion, selective
Social retention
Learning
Personal Drives, stimuli, cues,
responses and
reinforcement
Psychological Beliefs and attitudes
6 - 22
Figure 6-4:
Maslow’s Hierarchy
6 - 23
The milk
moustache
campaign
changed
attitudes
toward milk.
6 - 24
Figure 6-5:
Types of Buying Behavior
6 - 25
Figure 6-6:
The Buyer Decision Process
6 - 26
The Buyer Decision Process
Stages
Needs can be triggered
by:
Need recognition Internal stimuli
Information search Normal needs become
strong enough to drive
Evaluation of behavior
alternatives External stimuli
Purchase decision Advertisements
Postpurchase Friends of friends
behavior
6 - 27
Attempt to stimulate need recognition
6 - 28
The Buyer Decision Process
Stages
Consumers exhibit
heightened attention or
Need recognition actively search for
Information search information.
Sources of information:
Evaluation of
Personal
alternatives Commercial
Purchase decision Public
Postpurchase Experiential
behavior Word-of-mouth
6 - 29
The Buyer Decision Process
Stages
Evaluation procedure
depends on the consumer
Need recognition and the buying situation.
Information search Most buyers evaluate
multiple attributes, each of
Evaluation of which is weighted
alternatives differently.
Purchase decision At the end of the
evaluation stage, purchase
Postpurchase
intentions are formed.
behavior
6 - 30
The Buyer Decision Process
Stages
Two factors
Need recognition
intercede between
Information search
purchase intentions
Evaluation of
and the actual
alternatives decision:
Purchase decision Attitudes of others
Postpurchase Unexpected
behavior situational factors
6 - 31
The Buyer Decision Process
Stages
Satisfaction is key:
Delighted consumers
Need recognition engage in positive word-of-
mouth.
Information search Unhappy customers tell on
Evaluation of average 11 other people.
alternatives It costs more to attract a
new customer than it does
Purchase decision to retain an existing
Postpurchase customer.
behavior Cognitive dissonance
6 - 32
Buyer Decision Process for
New Products
New Products
Good, service or
idea that is
perceived by
customers as new.
6 - 33
Buyer Decision Process for
New Products
6 - 34
Buyer Decision Process
for New Products
Stages in the Adoption Process
Awareness Evaluation
Interest Trial
Adoption
6 - 35
Buyer Decision Process for
New Products
Individual Differences
in Innovativeness
Consumers can be
classified into five
adopter categories,
each of which behaves
differently toward new
products.
6 - 36
Figure 6-7:
Adopter Categories Based
on Relative Time of Adoption
6 - 37
Buyer Decision Process for
New Products
Product Characteristics
and Adoption
Five product
characteristics
influence the
adoption rate.
6 - 38
Buyer Decision Process
for New Products
Product Characteristics
Relative Advantage
Compatibility
Complexity
Divisibility
Communicability
6 - 39
Discussion Question
6 - 40
Buyer Decision Process for
New Products
6 - 41