Copyright 2005 Pearson Education Inc. Consumer Markets and Consumer Buyer Behaviour Chapter 7 PowerPoint slides Express version Instructor name Course name School name Date Principles of Marketing, Sixth Canadian Edition Learning Objectives 7.2
Copyright 2005 Pearson Education Inc. After studying this chapter, you should be able to: Define the consumer market and construct a simple model of consumer buyer behaviour Name the four major factors that influence consumer buyer behaviour List and understand the major types of buying-decision behaviour and the stages in the buyer decision process Describe the adoption and diffusion process for new products Principles of Marketing, Sixth Canadian Edition 7.3 Model of Buyer Behaviour
Copyright 2005 Pearson Education Inc. Consumer buying behaviour: Buying behaviour of final consumers Purchase goods and services for personal consumption Consumer market: All individuals and households Buy or acquire goods and services for consumption Figure 7.1 Principles of Marketing, Sixth Canadian Edition Factors Influencing Consumer Behaviour 7.4 Copyright 2005 Pearson Education Inc.
Culture: Basic values, perceptions, wants and behaviours Learned from family and important institutions Subculture: Group of people with shared value systems Based on common life experiences and situations Figure 7.2 Principles of Marketing, Sixth Canadian Edition Factors Influencing Consumer Behaviour 7.5 Copyright 2005 Pearson Education Inc. Canadian subcultures of interest:
Native Canadians Ethnic groups French Canadian Social class Figure 7.2 Principles of Marketing, Sixth Canadian Edition Factors Influencing Consumer Behaviour 7.6 Copyright 2005 Pearson Education Inc. Social factors:
Groups: reference, membership, and aspirational groups Opinion leader Family Roles and Status Figure 7.2 Principles of Marketing, Sixth Canadian Edition Factors Influencing Consumer Behaviour 7.7 Copyright 2005 Pearson Education Inc. Personal factors:
Family life cycle Occupation Economic situation Lifestyle: activities, interests, and opinions (AIOs) Personality and self-concept: brand personality Figure 7.2 Principles of Marketing, Sixth Canadian Edition Factors Influencing Consumer Behaviour 7.8 Copyright 2005 Pearson Education Inc.
Psychological factors: Motivation: needs and motives, Maslows Hierarchy of Needs Perception: selective attention, distortion, and retention Learning: drives, stimuli, cues, responses, and reinforcement Beliefs and attitudes Figure 7.2 Principles of Marketing, Sixth Canadian Edition Four Types of Buying Decision Behaviour 7.9 Copyright 2005 Pearson Education Inc.
Based on: Degree of involvement Degree of perceived differences between brands Influences promotional strategies Figure 7.5 Principles of Marketing, Sixth Canadian Edition The Buyer Decision Process 7.10 Copyright 2005 Pearson Education Inc. Need recognition: Triggered by internal or external stimuli
Must reach an intensity high enough to become a drive Information search: Memory (internal) search External search: personal, commercial, public, experiential sources of information Word-of-mouth sources are most influential Figure 7.6 Principles of Marketing, Sixth Canadian Edition The Buyer Decision Process 7.11 Copyright 2005 Pearson Education Inc. Evaluation of alternatives: The process of evaluating information to make a decision
Attributes and importance weights are chosen Alternatives compared against the criteria Purchase decision: Attitudes of others and unexpected situational factors May come between purchase intention and decision Figure 7.6 Principles of Marketing, Sixth Canadian Edition The Buyer Decision Process 7.12 Copyright 2005 Pearson Education Inc. Postpurchase behaviour: Relationship between consumer expectation and perceived
performance Cognitive dissonance Customer satisfaction is key to customer loyalty Figure 7.6 Principles of Marketing, Sixth Canadian Edition Adoption of New Product Innovations 7.13 Stages in the adoption process: Copyright 2005 Pearson Education Inc. Awareness, interest, evaluation, trial, and adoption Influence of product characteristics on rate of adoption: Relative advantage
Compatibility Complexity Divisibility Communicability Figure 7.7 Principles of Marketing, Sixth Canadian Edition In Conclusion 7.14 Copyright 2005 Pearson Education Inc. The learning objectives for this chapter were: Define the consumer market and construct a simple model of consumer buyer behaviour Name the four major factors that influence consumer buyer
behaviour List and understand the major types of buying-decision behaviour and the stages in the buyer decision process Describe the adoption and diffusion process for new products Principles of Marketing, Sixth Canadian Edition
