principle of marketing chapter 5

Chapter Five !"#$%&'( *+(,'-$ +#. !"#$%&'( /%0'( /'1+23"(

Consumer Markets and Consumer Buyer Behavior !"#$% '()*$+,

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Consumer Markets and Consumer Buyer Behavior !"#$% '()*$+,

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Model of Consumer Behavior

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Major American Social Classes

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Membership Groups • Groups with direct influence and to which a person belongs

Aspirational Groups • Groups an individual wishes to belong to

Reference Groups • Groups that form a comparison or reference in forming attitudes or behavior


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Personal income

Savings

Interest rates


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Characteristics Affecting Consumer Behavior

Personal Factors

Defensiveness

Dominance

Adaptability

Autonomy

Aggressiveness

Characteristics Affecting Consumer Behavior A.2%3"*":$%4* 74%)"0.

Motivation Perception Learning Beliefs and attitudes

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Drives

Responses

Stimuli

Cues

Reinforcement

Example 4

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Types of Buying Decision Behavior Complex buying behavior Dissonance-reducing buying behavior Habitual buying behavior Variety-seeking buying behavior

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Awareness

Interest

Evaluation

Trial

Adoption

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Relative advantage

Compatibility

Divisibility

Complexity

Communicability

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principle of marketing chapter 5

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