Principles of Marketing

Eighteenth Edition

Chapter 5

Consumer Markets and

Buyer Behavior

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Learning Objectives
5-1 Define the consumer market and construct a simple model of
consumer buyer behavior.
5-2 Name the four major factors that influence consumer buyer
behavior.
5-3 List and define the major types of buying decision behavior and
the stages in the buyer decision process.
5-4 Describe the adoption and diffusion process for new products.

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 Characteristics Affecting Consumer Behavior

Personal Factors
Lifestyle is a person’s pattern of
living as expressed in his or her
psychographics.

• Measures a consumer’s AIOs

(activities, interests, opinions)
to capture information about a
person’s pattern of acting and
interacting in the environment.

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 Characteristics Affecting Consumer Behavior

Personal Factors

• Personality: the unique psychological characteristics that

distinguish a person or group.

• Self-concept: the beliefs a person holds about his or her

own attributes and how he or she evaluates these
qualities.

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Copyright ©2016 by Pearson Education, Inc. All rights reserved
Characteristics Affecting Consumer Behavior
Brand Personality Traits
A brand personality is the specific mix of human traits that may be
attributed to a particular brand.

Sincerity Excitement Competence

Sophistication Ruggedness

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Characteristics Affecting Consumer
Behavior (9 of 15)
Psychological Factors
• Motivation
• Perception
• Learning
• Beliefs and attitudes
This classic ad from the American
Association of Advertising Agencies
pokes fun at subliminal advertising.
“So-called ‘subliminal advertising’
simply doesn’t exist,” says the ad.
“Overactive imaginations, however,
most certainly do.”
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 Characteristics Affecting Consumer Behavior
Psychological Factors
A motive (or drive) is a need that is sufficiently pressing to direct the
person to seek satisfaction of the need.

Motivation research refers to qualitative research designed to probe

consumers’ hidden, subconscious motivations.

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Levels of Needs in the Maslow Hierarchy

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Maslow Hierarchy

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9
Maslow Hierarchy

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10
Maslow Hierarchy

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11
 Perception
Perception is the process by which people select,
organize, and interpret information to form a
meaningful picture of the world.
the tendency for people to screen out
Selective
most of the information to which they are
Attention
exposed.
the tendency for people to interpret
Selective information in a way that will support
Distortion what they already believe.
the tendency to remember the
Selective
information that supports personal
Retention
beliefs.

8
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12
 Learning
Learning: changes in an individual’s behavior arising from
experience.

Classical
conditioning:
Ivan Pavlov and his
dogs
Unconditional
stimulus
Conditional
stimulus

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14
 Attitudes
• Attitude: describes a person’s relatively
consistent evaluations, feelings, and tendencies
toward an object or idea.

• Balance theory: considers how a person

perceives relations among different attitude
objects, and how he alters his attitudes so that
these remain consistent.

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15
 Restoring Balance in a Triad

• Alex wants to date

Larry; Alex has
positive sentiment
toward Larry
• Larry wears earring;
Larry has positive
attitude toward
earring
• Alex doesn’t like
men who wear
earrings; has
negative sentiment
toward earrings

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7-16
Figure 5.5 The Buyer Decision Process

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The Buyer Decision Process
Need Recognition
Need recognition is the first stage of the buyer decision process, in which
the consumer recognizes a problem or need triggered by:
• Internal stimuli
• External stimuli

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The Buyer Decision Process
Information Search
Information search is the stage of the buyer decision process in which the
consumer is motivated to search for more information.
Sources of information:
• Personal sources
• Commercial sources
• Public sources
• Experiential sources

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 The Buyer Decision Process
Evaluation of Alternatives
Alternative evaluation is the stage of the buyer decision process in which
the consumer uses information to evaluate alternative brands in the choice
set.

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 Evaluation of Alternatives and Purchase

Evoked Set Analyze product

attributes

Use cutoff criteria

Rank attributes by
importance
Purchase!
2
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21 Education, Inc. All Rights Reserved.
 The Buyer Decision Process
Purchase Decision

Purchase decision is the buyer’s decision about which brand to

purchase.
The purchase intention may not be the purchase decision due to:
• Attitudes of others
• Unexpected situational factors

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The Buyer Decision Process
Postpurchase Behavior
Postpurchase behavior is the stage of the buyer decision process in which
consumers take further action after purchase, based on their satisfaction or
dissatisfaction.

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The Buyer Decision Process
Postpurchase Behavior

Cognitive dissonance is buyer

discomfort caused by postpurchase
conflict.

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 Company Case: Kraft Heinz
• 5-16 Of the factors that influence consumer behavior, which category or
categories (cultural, social, personal, or psychological) best explain Kraft
Heinz's current situation?
• 5-17 Choose the specific consumer behavior factor (for example, culture,
family, occupation, attitudes) that most accounts for Kraft Heinz's current
situation.
• 5-18 With respect for buying groceries, discuss the buyer decision process
and how it has changed in recent years.
• 5-19 Make recommendations for Kraft Heinz that you think will turn its
situation around.

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