Transcript kotler05 - Management Class

principles of MARKETING
Chapter 5
Consumer Markets and
Consumer Buyer
Behaviour
© 2002 Pearson Education Canada
Inc.
5-1
Chapter Objectives
• Define consumer markets
• Construct simple models of consumer buyer
behaviour
• Identify factors influencing behaviour
• Understand the buyer decision process
• Describe the adoption and diffusion process
for new products
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Inc.
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Model of Buyer Behaviour
Marketing and
other stimuli
Product
Price
Place
Promotion
Economic
Technological
Political
Buyer’s responses
Cultural
Buyer’s black box
Buyer
characteristics
Buyer
decision
process
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Inc.
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
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Consumer Behaviour Influences
Cultural
Culture
Subculture
Social
class
Social
Reference
groups
Family
Roles
and
status
Personal
Age and
life-cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self-concept
Psychological
Motivation
Perception
Learning
Beliefs and
attitudes
© 2002 Pearson Education Canada
Inc.
Buyer
5-4
Consumer Behaviour Influences:
Cultural Factors
• Culture
– Set of basic values, perceptions, wants, and
behaviours
– learned by a member of society
– from family and other important institutions
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Consumer Behaviour Influences:
Canadian Culture Characteristics
• Based on sense of
history
• Government takes
stand
• Confident and
optimistic
• Protection from
American values
• Respect for human
rights
• Respect for diversity
• Multicultural and
multilingual
• Values always shifting
• Guardian of fairness
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Consumer Behaviour Influences:
Cultural Factors
• Subculture
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Group of people
With shared value systems
Based on common life experiences
And situations
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Consumer Behaviour Influences:
Canadian Subcultures
• Native Canadians
• Ethnic communities
based on national origin
• Internet users
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Consumer Behaviour Influences:
Canadian Subcultures
• Native Canadians
– Over 416 000 Status Indians
– Over 712 000 including non-status natives and
Inuit
– Distinct native culture
– Important influence on rest of Canada
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Consumer Behaviour Influences:
Urban Visible Minorities
City
Metro Toronto
Vancouver
Montreal
Edmonton
Calgary
Winnipeg
Ottawa-Hull
Halifax
Victoria
Regina
1996 Population 2001 Population
1 470 000
578 000
512 000
182 000
182 000
122 000
126 000
40 000
32 000
20 000
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2 110 000
830 000
737 000
260 000
260 000
147 000
182 000
57 000
45 000
25 000
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Consumer Behaviour Influences:
Ethnic Consumers
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Goods and services estimated at $300 B
Specialized media
Wisdom in targeting visible minorities
Tracking ethnic trends key to success
Many ethnic groups feel neglected or
misrepresented
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Consumer Behaviour Influences:
Internet Users
• “Netiquette”
• 13.1 million Canadians
• Canada #2 for computer
proliferation
• Above-average spending
• Highly educated
• White-collar
• 29% 35-44 years old
• Male/female 60%/40%
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Consumer Behaviour Influences:
Internet Users
• Two-way
communication
• Value information
• Used for
communication
primarily
• Security concerns
• Privacy concerns
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Consumer Behaviour Influences:
Social Class
• Relatively permanent
• Ordered divisions in a society
• Whose members share similar:
– Values
– Interests
– Behaviours
• NOTE: it is NOT based strictly on income!
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Consumer Behaviour Influences:
Social Factors
• Groups
– Membership - primary and secondary
– Reference and aspirational
– Opinion leaders
• Family
– Most important consumer influence
– changing family roles and evolving lifestyles
– children may influence strongly
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Consumer Behaviour Influences:
Social Factors
• Roles
– Activities people expected
to perform by others
• Status
– Each role carries a status
reflecting the general
esteem society gives it
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Consumer Behaviour Influences:
Personal Factors
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•
•
•
•
•
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Age
Life-cycle stage
Occupation
Economic situation
Lifestyle
Personality
Self-concept
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Life-Cycle Stages
Young
Single
Middle-Aged
Married without
children
Married with
children
Divorced with
children
Older
Single
Same-sex couples
Single with
children
Table 5-2
Same-sex couples with
children
Married without
children
Married with children
Married without
dependent children
Divorced without
children
Divorced with children
Divorced without
dependent children
Sources: Adapted from Patrick E. Murphy and William A.
Staples, “A Modernized Family Life Cycle,” Journal of
Consumer Research, June 1979:16, © Journal of Consumer
Research, Inc., 1979. Also see Leon G. Schiffman and Leslie
Lazar Kanuk, Consumer Behaviour, Englewood Cliffs, NJ:
Prentice Hall, 1994:361-70.
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Inc.
Older married
Older unmarried
Older with children
again
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Consumer Behaviour Influences:
Personal Factors
• Occupation
– May determine goods or services purchased
– Identify occupations with product need
– Specialized professional products
• Economic situation
– Affects product choice
– Indicator for income sensitive products
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Consumer Behaviour Influences:
Personal Factors
• Lifestyle
– A person’s pattern of living as expressed by
psychographics
• Measuring AIO dimensions
– Activities
– Interests
– Opinions
– Profiles a person’s whole pattern of acting and
interacting with the world
– Lifestyle classifications
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VALS2 Lifestyle Classifications
Abundant
Resources
Actualizers
Principle
Oriented Status
Oriented
Action
Oriented
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
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Minimal
Resources
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Social Value “Tribes” of Canada
Table 5-3
The Elders
The Boomers
The Gen-Xers
Rational
Traditionalists
Disengaged
Darwinists
Aimless Dependents
Extroverted
Traditionalists
Autonomous Rebels
Cosmopolitan
Modernists
Anxious
Communitarians
Thrill-Seeking
Materialists
Autonomous
Postmaterialists
Social Hedonists
New Aquarians
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Consumer Behaviour Influences:
Personal Factors
• Personality
– Unique psychological
characteristics leading to relatively
consistent and lasting responses to
one’s own environment
– Traits
– Product and brand choices
• Self-concept
– Self-image
– Possessions reflect identity
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Consumer Behaviour Influences:
Psychological Factors
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•
•
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Motivation
Perception
Learning
Beliefs
Attitudes
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Consumer Behaviour Influences:
Psychological Factors
• Motivation
– Biological needs
– Psychological needs
• Motive
– Need sufficiently pressing
– To drive a person to seek satisfaction
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Consumer Behaviour Influences:
Psychological Factors
• Freud’s Theory of Motivation
– Largely unconscious
– Repression of urges
– A person does not fully understand their own
motivation
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Maslow’s Hierarchy of Needs
Self-actualization needs
Esteem
needs
Social needs
Safety needs
Physiological needs
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Consumer Behaviour Influences:
Psychological Factors
• Perception
– Process by which people:
– Select, organize and interpret information
– To form a meaningful picture of the world
• Selective attention
• Selective distortion
• Selective retention
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Consumer Behaviour Influences:
Psychological Factors
• Learning
– Changes in individual behaviour
– Arising from experience
– Most human behaviour is learned
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Drives
Stimuli
Cues
Responses
Reinforcement
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Consumer Behaviour Influences:
Psychological Factors
• Beliefs
– A descriptive thought that a person holds about
something
• Attitudes
– A person’s consistently favourable or
unfavourable evaluations, feelings, and
tendencies toward an object or idea
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Consumer Buying Roles
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Initiator
Influencer
Decider
Buyer
User
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Types of Buying Behaviour
High involvement
Low involvement
Significant
differences
between brands
Complex
buying
behaviour
Varietyseeking
behaviour
Few differences
between brands
Dissonance
reducing
behaviour
Habitual
buying
behaviour
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The Buyer Decision Process
Postpurchase
behaviour
Purchase
decision
Evaluation of
alternatives
Information
search
Need
recognition
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Buyer Decision Process:
Information Search
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•
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•
Personal sources
Commercial sources
Public sources
Experiential sources
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Buyer Decision Process
Purchase Decision
Intention
Attitudes
of others
Postpurchase Behaviour
• Consumer’s
expectations
• Perceived performance
Unexpected
situational
factors
Decision
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Buyer Decision Process:
For New Products
• Adoption Process
Stages
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–
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–
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Awareness
Interest
Evaluation
Trial
Adoption
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Adopter Categorization:
Relative Time of Adoption
2.5%
Innovators
13.5%
34% 34%
Early Late
majority majority
16%
Laggards
Early
adopters
Time of adoption of innovations
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Influence of Product Characteristics
on Rate of Adoption
•
•
•
•
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Relative advantage
Compatibility
Complexity
Divisibility
Communicability
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Consumer Behaviour
Across International Borders
• Values, attitudes and
behaviours vary
• Difference often subtle
• Conditions of use?
• Adapt approach?
• Standardize methods?
© 2002 Pearson Education Canada
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Chapter Review
• What is a consumer market?
• Explain a simple model for consumer buyer
behaviour
• What four major factors influence consumer
buyer behaviour?
• What is the buyer decision process?
• Describe the adoption and diffusion process
for new products
© 2002 Pearson Education Canada
Inc.
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