KOTCHA05.ppt 169KB Nov 01 2010 08:16:54 PM
5-1
5-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 5
Consumer Markets
and
Consumer Buyer Behavior
Copyright 1999 Prentice Hall
Consumer
Consumer Buying
Buying Behavior
Behavior
• Consumer Buying Behavior refers to
the buying behavior of final consumers
(individuals & households) who buy
goods and services for personal
consumption.
• Study consumer behavior to answer:
“How do consumers respond to
marketing efforts the company might
use?”
Copyright 1999 Prentice Hall
5-2
5-2
Model
Model of
of Consumer
Consumer Behavior
Behavior
Product
Price
Marketing
Marketing and
and
Other
Other Stimuli
Stimuli
5-3
5-3
Economic
Technological
Place
Political
Promotion
Cultural
Buyer’s
Decision
Process
Product Choice
Brand Choice
Buyer’s
Buyer’s Black
Black Box
Box
Buyer’s
Buyer’s Response
Response
Characteristics
Affecting
Consumer
Behavior
Purchase
Timing
Purchase
Amount
Dealer Choice
Copyright 1999 Prentice Hall
Characteristics
Characteristics Affecting
Affecting
Consumer
Consumer Behavior
Behavior
Culture
Social
Personal
Psychological
Buyer
Buyer
Copyright 1999 Prentice Hall
5-4
5-4
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Culture
Culture
•• Most
Most basic
basic cause
cause of
of aa person's
person's wants
wants and
and
behavior.
behavior.
•• Values
Values
•• Perceptions
Perceptions
Subculture
Subculture
Social
Social Class
Class
••Groups
••People
Groupsof
ofpeople
peoplewith
withshared
shared
Peoplewithin
withinaasocial
socialclass
class
value
tend
valuesystems
systemsbased
basedon
oncommon
common
tendto
toexhibit
exhibitsimilar
similarbuying
buying
life
behavior.
lifeexperiences.
experiences.
behavior.
••Occupation
••Hispanic
HispanicConsumers
Consumers
Occupation
••African
••Income
AfricanAmerican
AmericanConsumers
Consumers
Income
••Asian
AsianAmerican
AmericanConsumers
Consumers
••Mature
MatureConsumers
Consumers
••Education
Education
••Wealth
Wealth
Copyright 1999 Prentice Hall
5-5
5-5
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Social
Social
5-6
5-6
Groups
Groups
••Membership
Membership
••Reference
Reference
Family
Family
••Husband,
Husband, wife,
wife, kids
kids
••Influencer,
Influencer, buyer,
buyer, user
user
Roles
Roles and
and Status
Status
Copyright 1999 Prentice Hall
Social
Social Factors
Factors
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Personal
Personal
5-7
5-7
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life Cycle
Cycle
Stage
Stage
Occupation
Occupation
Economic
Economic Situation
Situation
Personality
Personality && Self-Concept
Self-Concept
Lifestyle
Lifestyle Identification
Identification
Activities
Activities
Opinions
Opinions
Interests
Interests
Copyright 1999 Prentice Hall
VALS
VALS 22
5-8
5-8
Actualizers
Abundant Resources
Resources
Actualizers Abundant
Principle Oriented Status Oriented
Action Oriented
Fulfilleds
Fulfilleds
Achievers
Achievers
Experiencers
Experiencers
Believers
Believers
Strivers
Strivers
Makers
Makers
Minimal
Minimal Resources
Resources
Strugglers
Strugglers
Copyright 1999 Prentice Hall
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Psychological
Psychological
5-9
5-9
Motivation
Motivation
Beliefs
Beliefs and
and
Attitudes
Attitudes
Psychological
Factors
Learning
Learning
Copyright 1999 Prentice Hall
PPerception
erception
Maslow’s
Maslow’s Hierarchy
Hierarchy of
of Needs
Needs
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Copyright 1999 Prentice Hall
5-10
5-10
Types
Types of
of Buying
Buying Decisions
Decisions
5-11
5-11
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
Need
Need Recognition
Recognition
Information
Information Search
Search
Evaluation
Evaluation of
of Alternatives
Alternatives
Purchase
Purchase Decision
Decision
Postpurchase
Postpurchase Behavior
Behavior
Copyright 1999 Prentice Hall
5-12
5-12
The
The Buyer
Buyer Decision
Decision Process
Process
5-13
5-13
Step
Step 1.
1. Need
Need Recognition
Recognition
Need
Need Recognition
Recognition
Difference
Difference between
between an
an actual
actual state
state and
and aa desired
desired state
state
Internal
Internal Stimuli
Stimuli
External
External Stimuli
Stimuli
•• Hunger
Hunger
••TV
TV advertising
advertising
•• Thirst
Thirst
•• Magazine
Magazine ad
ad
•• AAperson’s
person’s normal
normal
needs
needs
•• Radio
Radio slogan
slogan
••Stimuli
Stimuli in
in the
the
environment
environment
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
5-14
5-14
Step
Step 2.
2. Information
Information Search
Search
Personal
Personal Sources
Sources
•Family, friends, neighbors
•Most influential source of
information
Commercial
Commercial Sources
Sources
•Advertising, salespeople
•Receives most information
from these sources
Public
Public Sources
Sources
Experiential
Experiential Sources
Sources
Copyright 1999 Prentice Hall
•Mass Media
•Consumer-rating groups
•Handling the product
•Examining the product
•Using the product
The
The Buyer
Buyer Decision
Decision Process
Process
5-15
5-15
Step
Step 3.
3. Evaluation
Evaluation of
of Alternatives
Alternatives
Product
ProductAttributes
Attributes
Evaluation
Evaluationof
ofQuality,
Quality,Price,
Price,&&Features
Features
Degree
Degreeof
of Importance
Importance
Which
Whichattributes
attributesmatter
mattermost
mostto
tome?
me?
Brand
BrandBeliefs
Beliefs
What
Whatdo
doIIbelieve
believeabout
abouteach
eachavailable
availablebrand?
brand?
Total
Total Product
Product Satisfaction
Satisfaction
Based
Basedon
onwhat
whatI’m
I’mlooking
lookingfor,
for,how
howsatisfied
satisfied
would
wouldIIbe
bewith
witheach
eachproduct?
product?
Evaluation
Evaluation Procedures
Procedures
Choosing
Choosingaaproduct
product(and
(andbrand)
brand)based
basedon
onone
one
or
ormore
moreattributes.
attributes.
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
Step
Step 4.
4. Purchase
Purchase Decision
Decision
Purchase
Purchase Intention
Intention
Desire
Desire to
to buy
buy the
the most
most preferred
preferred brand
brand
Attitudes
of others
Unexpected
situational
factors
Purchase
Purchase Decision
Decision
Copyright 1999 Prentice Hall
5-16
5-16
The
The Buyer
Buyer Decision
Decision Process
Process
Step
Step 5.
5. Postpurchase
Postpurchase Behavior
Behavior
Consumer’s
Consumer’s Expectations
Expectations of
of
Product’s
Product’s Performance
Performance
Product’s Perceived
Performance
Dissatisfied
Dissatisfied
Customer
Customer
Satisfied
Satisfied
Customer!
Customer!
Cognitive Dissonance
Copyright 1999 Prentice Hall
5-17
5-17
Stages
Stages in
in the
the Adoption
Adoption Process
Process
Awareness
Awareness
Interest
Interest
Evaluation
Evaluation
Trial
Trial
Adoption
Adoption
Copyright 1999 Prentice Hall
5-18
5-18
Early Majority
Innovators
Percentage of Adopters
Adoption
Adoption of
of Innovations
Innovations
Early
Adopters
34%
Late Majority
Laggards
34%
16%
13.5%
2.5%
5-19
5-19
Time of Adoption
Early
Copyright 1999 Prentice Hall
Late
Influences
Influences on
on the
the Rate
Rate of
of Adoption
Adoption
of
of New
New Products
Products
Relative Advantage
Communicability
Is the innovation
superior to existing
products?
Can results be easily
observed or described
to others?
Divisibility
5-20
5-20
Product
Characteristics
Can the innovation
be used on a
trial basis?
Complexity
Is the innovation
difficult to
understand or use?
Copyright 1999 Prentice Hall
Compatibility
Does the innovation
fit the values and
experience of the
target market?
5-1
PRINCIPLES OF MARKETING
Eighth Edition
Philip Kotler and Gary Armstrong
Chapter
Chapter 5
Consumer Markets
and
Consumer Buyer Behavior
Copyright 1999 Prentice Hall
Consumer
Consumer Buying
Buying Behavior
Behavior
• Consumer Buying Behavior refers to
the buying behavior of final consumers
(individuals & households) who buy
goods and services for personal
consumption.
• Study consumer behavior to answer:
“How do consumers respond to
marketing efforts the company might
use?”
Copyright 1999 Prentice Hall
5-2
5-2
Model
Model of
of Consumer
Consumer Behavior
Behavior
Product
Price
Marketing
Marketing and
and
Other
Other Stimuli
Stimuli
5-3
5-3
Economic
Technological
Place
Political
Promotion
Cultural
Buyer’s
Decision
Process
Product Choice
Brand Choice
Buyer’s
Buyer’s Black
Black Box
Box
Buyer’s
Buyer’s Response
Response
Characteristics
Affecting
Consumer
Behavior
Purchase
Timing
Purchase
Amount
Dealer Choice
Copyright 1999 Prentice Hall
Characteristics
Characteristics Affecting
Affecting
Consumer
Consumer Behavior
Behavior
Culture
Social
Personal
Psychological
Buyer
Buyer
Copyright 1999 Prentice Hall
5-4
5-4
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Culture
Culture
•• Most
Most basic
basic cause
cause of
of aa person's
person's wants
wants and
and
behavior.
behavior.
•• Values
Values
•• Perceptions
Perceptions
Subculture
Subculture
Social
Social Class
Class
••Groups
••People
Groupsof
ofpeople
peoplewith
withshared
shared
Peoplewithin
withinaasocial
socialclass
class
value
tend
valuesystems
systemsbased
basedon
oncommon
common
tendto
toexhibit
exhibitsimilar
similarbuying
buying
life
behavior.
lifeexperiences.
experiences.
behavior.
••Occupation
••Hispanic
HispanicConsumers
Consumers
Occupation
••African
••Income
AfricanAmerican
AmericanConsumers
Consumers
Income
••Asian
AsianAmerican
AmericanConsumers
Consumers
••Mature
MatureConsumers
Consumers
••Education
Education
••Wealth
Wealth
Copyright 1999 Prentice Hall
5-5
5-5
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Social
Social
5-6
5-6
Groups
Groups
••Membership
Membership
••Reference
Reference
Family
Family
••Husband,
Husband, wife,
wife, kids
kids
••Influencer,
Influencer, buyer,
buyer, user
user
Roles
Roles and
and Status
Status
Copyright 1999 Prentice Hall
Social
Social Factors
Factors
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Personal
Personal
5-7
5-7
Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life Cycle
Cycle
Stage
Stage
Occupation
Occupation
Economic
Economic Situation
Situation
Personality
Personality && Self-Concept
Self-Concept
Lifestyle
Lifestyle Identification
Identification
Activities
Activities
Opinions
Opinions
Interests
Interests
Copyright 1999 Prentice Hall
VALS
VALS 22
5-8
5-8
Actualizers
Abundant Resources
Resources
Actualizers Abundant
Principle Oriented Status Oriented
Action Oriented
Fulfilleds
Fulfilleds
Achievers
Achievers
Experiencers
Experiencers
Believers
Believers
Strivers
Strivers
Makers
Makers
Minimal
Minimal Resources
Resources
Strugglers
Strugglers
Copyright 1999 Prentice Hall
Factors
Factors Affecting
Affecting Consumer
Consumer Behavior:
Behavior:
Psychological
Psychological
5-9
5-9
Motivation
Motivation
Beliefs
Beliefs and
and
Attitudes
Attitudes
Psychological
Factors
Learning
Learning
Copyright 1999 Prentice Hall
PPerception
erception
Maslow’s
Maslow’s Hierarchy
Hierarchy of
of Needs
Needs
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Copyright 1999 Prentice Hall
5-10
5-10
Types
Types of
of Buying
Buying Decisions
Decisions
5-11
5-11
High
Involvement
Low
Involvement
Significant
differences
between
brands
Complex
Buying
Behavior
VarietySeeking
Behavior
Few
differences
between
brands
DissonanceReducing Buying
Behavior
Habitual
Buying
Behavior
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
Need
Need Recognition
Recognition
Information
Information Search
Search
Evaluation
Evaluation of
of Alternatives
Alternatives
Purchase
Purchase Decision
Decision
Postpurchase
Postpurchase Behavior
Behavior
Copyright 1999 Prentice Hall
5-12
5-12
The
The Buyer
Buyer Decision
Decision Process
Process
5-13
5-13
Step
Step 1.
1. Need
Need Recognition
Recognition
Need
Need Recognition
Recognition
Difference
Difference between
between an
an actual
actual state
state and
and aa desired
desired state
state
Internal
Internal Stimuli
Stimuli
External
External Stimuli
Stimuli
•• Hunger
Hunger
••TV
TV advertising
advertising
•• Thirst
Thirst
•• Magazine
Magazine ad
ad
•• AAperson’s
person’s normal
normal
needs
needs
•• Radio
Radio slogan
slogan
••Stimuli
Stimuli in
in the
the
environment
environment
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
5-14
5-14
Step
Step 2.
2. Information
Information Search
Search
Personal
Personal Sources
Sources
•Family, friends, neighbors
•Most influential source of
information
Commercial
Commercial Sources
Sources
•Advertising, salespeople
•Receives most information
from these sources
Public
Public Sources
Sources
Experiential
Experiential Sources
Sources
Copyright 1999 Prentice Hall
•Mass Media
•Consumer-rating groups
•Handling the product
•Examining the product
•Using the product
The
The Buyer
Buyer Decision
Decision Process
Process
5-15
5-15
Step
Step 3.
3. Evaluation
Evaluation of
of Alternatives
Alternatives
Product
ProductAttributes
Attributes
Evaluation
Evaluationof
ofQuality,
Quality,Price,
Price,&&Features
Features
Degree
Degreeof
of Importance
Importance
Which
Whichattributes
attributesmatter
mattermost
mostto
tome?
me?
Brand
BrandBeliefs
Beliefs
What
Whatdo
doIIbelieve
believeabout
abouteach
eachavailable
availablebrand?
brand?
Total
Total Product
Product Satisfaction
Satisfaction
Based
Basedon
onwhat
whatI’m
I’mlooking
lookingfor,
for,how
howsatisfied
satisfied
would
wouldIIbe
bewith
witheach
eachproduct?
product?
Evaluation
Evaluation Procedures
Procedures
Choosing
Choosingaaproduct
product(and
(andbrand)
brand)based
basedon
onone
one
or
ormore
moreattributes.
attributes.
Copyright 1999 Prentice Hall
The
The Buyer
Buyer Decision
Decision Process
Process
Step
Step 4.
4. Purchase
Purchase Decision
Decision
Purchase
Purchase Intention
Intention
Desire
Desire to
to buy
buy the
the most
most preferred
preferred brand
brand
Attitudes
of others
Unexpected
situational
factors
Purchase
Purchase Decision
Decision
Copyright 1999 Prentice Hall
5-16
5-16
The
The Buyer
Buyer Decision
Decision Process
Process
Step
Step 5.
5. Postpurchase
Postpurchase Behavior
Behavior
Consumer’s
Consumer’s Expectations
Expectations of
of
Product’s
Product’s Performance
Performance
Product’s Perceived
Performance
Dissatisfied
Dissatisfied
Customer
Customer
Satisfied
Satisfied
Customer!
Customer!
Cognitive Dissonance
Copyright 1999 Prentice Hall
5-17
5-17
Stages
Stages in
in the
the Adoption
Adoption Process
Process
Awareness
Awareness
Interest
Interest
Evaluation
Evaluation
Trial
Trial
Adoption
Adoption
Copyright 1999 Prentice Hall
5-18
5-18
Early Majority
Innovators
Percentage of Adopters
Adoption
Adoption of
of Innovations
Innovations
Early
Adopters
34%
Late Majority
Laggards
34%
16%
13.5%
2.5%
5-19
5-19
Time of Adoption
Early
Copyright 1999 Prentice Hall
Late
Influences
Influences on
on the
the Rate
Rate of
of Adoption
Adoption
of
of New
New Products
Products
Relative Advantage
Communicability
Is the innovation
superior to existing
products?
Can results be easily
observed or described
to others?
Divisibility
5-20
5-20
Product
Characteristics
Can the innovation
be used on a
trial basis?
Complexity
Is the innovation
difficult to
understand or use?
Copyright 1999 Prentice Hall
Compatibility
Does the innovation
fit the values and
experience of the
target market?