| Consumer Markets and Consumer Buyer Behavior 159
Chapter 5 | Consumer Markets and Consumer Buyer Behavior 159
havior. Subcultures are “cultures within cultures” that have dis- When making a purchase, the buyer goes through a decision tinct values and lifestyles and can be based on anything from age
process consisting of need recognition, information search, to ethnicity. Many companies focused their marketing programs
evaluation of alternatives, purchase decision, and postpurchase be- on the special needs of certain cultural and subcultural segments.
havior. The marketer’s job is to understand the buyer’s behavior at Social factors also influence a buyer’s behavior. A person’s
each stage and the influences that are operating. During need recog- reference groups—family, friends, social networks, professional
nition, the consumer recognizes a problem or need that could be sat- associations—strongly affect product and brand choices. The
isfied by a product or service in the market. Once the need is buyer’s age, life-cycle stage, occupation, economic circumstances,
recognized, the consumer is aroused to seek more information and personality, and other personal characteristics influence his or her
moves into the information search stage. With information in hand, buying decisions. Consumer lifestyles—the whole pattern of acting
the consumer proceeds to alternative evaluation, during which the in- and interacting in the world—are also an important influence on pur-
formation is used to evaluate brands in the choice set. From there, the chase decisions. Finally, consumer buying behavior is influenced by
consumer makes a purchase decision and actually buys the product. four major psychological factors: motivation, perception, learning,
In the final stage of the buyer decision process, postpurchase behav- and beliefs and attitudes. Each of these factors provides a different
ior, the consumer takes action based on satisfaction or dissatisfaction. perspective for understanding the workings of the buyer’s black box.
Describe the adoption and diffusion List and define the major types
process for new products. (pp 156–158)
of buying decision behavior and the stages in the buyer decision process. The product adoption process is made up of five stages: aware-
ness, interest, evaluation, trial, and adoption. New-product mar- Buying behavior may vary greatly across different types of prod-
(pp 150–156)
keters must think about how to help consumers move through ucts and buying decisions. Consumers undertake complex buying
these stages. With regard to the diffusion process for new prod- behavior when they are highly involved in a purchase and perceive
ucts, consumers respond at different rates, depending on con- significant differences among brands. Dissonance-reducing be-
sumer and product characteristics. Consumers may be innovators, havior occurs when consumers are highly involved but see little
early adopters, early majority, late majority, or laggards. Each group difference among brands. Habitual buying behavior occurs under
may require different marketing approaches. Marketers often try conditions of low involvement and little significant brand differ-
to bring their new products to the attention of potential early ence. In situations characterized by low involvement but signifi-
adopters, especially those who are opinion leaders. Finally, several cant perceived brand differences, consumers engage in
characteristics influence the rate of adoption: relative advantage, variety-seeking buying behavior.
compatibility, complexity, divisibility, and communicability.
KEY Terms
Variety-seeking buying behavior Consumer buyer behavior (p 133)
OBJECTIVE 1
Personality (p 146)
Motive (drive) (p 147)
(p 152)
Consumer market (p 133)
Perception (p 148)
Need recognition (p 152)
Information search (p 153) OBJECTIVE 2
Learning (p 149)
Alternative evaluation (p 153) Culture (p 135)
Belief (p 150)
Purchase decision (p 154) Subculture (p 136)
Attitude (p 150)
Postpurchase behavior (p 154)
Social class (p 139) Cognitive dissonance (p 154) Group (p 139)
OBJECTIVE 3
Complex buying behavior (p 150) Dissonance-reducing buying behavior
OBJECTIVE 4
Opinion leader (p 139) Online social networks (p 141)
New product (p 156) Lifestyle (p 146)
(p 151)
Habitual buying behavior (p 151)
Adoption process (p 156)
• Check your understanding of the concepts and key terms using the mypearsonmarketinglab study plan for this chapter.
• Apply the concepts in a business context using the simulation entitled Consumer Behavior.
DISCUSSING & APPLYING THE Concepts
Discussing the Concepts
would influence you when making a computer purchase?
Parts
» | Marketing: Creating and Capturing Customer Value 3
» | Marketing: Creating and Capturing Customer Value 11
» | Marketing: Creating and Capturing Customer Value 13
» | Marketing: Creating and Capturing Customer Value 25
» | Marketing: Creating and Capturing Customer Value 29
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 37
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 41
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 43
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 51
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 55
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 57
» | Company and Marketing Strategy: Partnering to Build Customer Relationships 63
» | Analyzing the Marketing Environment 65
» | Analyzing the Marketing Environment 71
» | Analyzing the Marketing Environment 73
» | Analyzing the Marketing Environment 77
» | Analyzing the Marketing Environment 79
» | Analyzing the Marketing Environment 81
» | Analyzing the Marketing Environment 85
» | Analyzing the Marketing Environment 87
» | Analyzing the Marketing Environment 89
» | Managing Marketing Information to Gain Customer Insights 97
» | Managing Marketing Information to Gain Customer Insights 99
» | Managing Marketing Information to Gain Customer Insights 103
» | Managing Marketing Information to Gain Customer Insights 109
» | Managing Marketing Information to Gain Customer Insights 111
» | Managing Marketing Information to Gain Customer Insights 113
» | Managing Marketing Information to Gain Customer Insights 115
» | Managing Marketing Information to Gain Customer Insights 127
» | Managing Marketing Information to Gain Customer Insights 131
» | Consumer Markets and Consumer Buyer Behavior 133
» | Consumer Markets and Consumer Buyer Behavior 137
» | Consumer Markets and Consumer Buyer Behavior 141
» | Consumer Markets and Consumer Buyer Behavior 143
» | Consumer Markets and Consumer Buyer Behavior 159
» | Consumer Markets and Consumer Buyer Behavior 163
» | Business Markets and Business Buyer Behavior 165
» | Business Markets and Business Buyer Behavior 175
» | Business Markets and Business Buyer Behavior 179
» What is Eaton’s value proposition?
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 189
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 193
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 197
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 203
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 205
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 207
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 209
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 211
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 213
» | Customer-Driven Marketing Strategy: Creating Value for Target Customers 219
» | Products, Services, and Brands: Building Customer Value 223
» | Products, Services, and Brands: Building Customer Value 225
» | Products, Services, and Brands: Building Customer Value 229
» | Products, Services, and Brands: Building Customer Value 237
» | Products, Services, and Brands: Building Customer Value 245
» | Products, Services, and Brands: Building Customer Value 247
» | Products, Services, and Brands: Building Customer Value 249
» | Products, Services, and Brands: Building Customer Value 251
» | Products, Services, and Brands: Building Customer Value 257
» | New Product Development and Product Life-Cycle Strategies 259
» | New Product Development and Product Life-Cycle Strategies 271
» | New Product Development and Product Life-Cycle Strategies 273
» | New Product Development and Product Life-Cycle Strategies 279
» | New Product Development and Product Life-Cycle Strategies 281
» | Pricing: Understanding and Capturing Customer Value 289
» | Pricing: Understanding and Capturing Customer Value 291
» | Pricing: Understanding and Capturing Customer Value 295
» | Pricing: Understanding and Capturing Customer Value 299
» | Pricing: Understanding and Capturing Customer Value 305
» | Pricing: Understanding and Capturing Customer Value 307
» | Marketing Channels: Delivering Customer Value 339
» | Marketing Channels: Delivering Customer Value 347
» | Marketing Channels: Delivering Customer Value 351
» | Marketing Channels: Delivering Customer Value 367
» | Retailing and Wholesaling 373
» | Retailing and Wholesaling 377
» | Retailing and Wholesaling 379
» | Retailing and Wholesaling 393
» | Retailing and Wholesaling 395
» | Retailing and Wholesaling 397
» | Retailing and Wholesaling 401
» | Retailing and Wholesaling 405
» | Communicating Customer Value: Integrated Marketing Communications Strategy 407
» | Communicating Customer Value: Integrated Marketing Communications Strategy 411
» | Communicating Customer Value: Integrated Marketing Communications Strategy 413
» | Communicating Customer Value: Integrated Marketing Communications Strategy 415
» | Communicating Customer Value: Integrated Marketing Communications Strategy 429
» | Communicating Customer Value: Integrated Marketing Communications Strategy 433
» | Advertising and Public Relations 435
» | Advertising and Public Relations 439
» | Advertising and Public Relations 441
» | Advertising and Public Relations 443
» | Advertising and Public Relations 445
» | Advertising and Public Relations 447
» | Advertising and Public Relations 449
» | Advertising and Public Relations 453
» | Personal Selling and Sales Promotion 463
» | Personal Selling and Sales Promotion 469
» | Personal Selling and Sales Promotion 471
» | Personal Selling and Sales Promotion 481
» How is the sales force at Nestlé Waters structured? outsells its top competitors.
» | Direct and Online Marketing: Building Direct Customer Relationships 495
» | Direct and Online Marketing: Building Direct Customer Relationships 499
» | Direct and Online Marketing: Building Direct Customer Relationships 507
» | Direct and Online Marketing: Building Direct Customer Relationships 509
» | Direct and Online Marketing: Building Direct Customer Relationships 515
» | Direct and Online Marketing: Building Direct Customer Relationships 525
» | Creating Competitive Advantage 527
» | Creating Competitive Advantage 529
» | Creating Competitive Advantage 537
» | Creating Competitive Advantage 549
» | The Global Marketplace 551
» | The Global Marketplace 553
» | The Global Marketplace 561
» | The Global Marketplace 573
» | Sustainable Marketing: Social Responsibility and Ethics 581
» | Sustainable Marketing: Social Responsibility and Ethics 583
» | Sustainable Marketing: Social Responsibility and Ethics 587
» | Sustainable Marketing: Social Responsibility and Ethics 595
» | Sustainable Marketing: Social Responsibility and Ethics 603
» | Sustainable Marketing: Social Responsibility and Ethics 605
» | Marketing by the Numbers A21
» | Marketing by the Numbers A27
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