Académique Documents
Professionnel Documents
Culture Documents
and Business
Buyer Behavior
Chapter 3
1.
2.
3.
4.
5.
5-2
First Stop
Apples Fanatically Loyal
Consumers
5-4
5-5
factors:
factors:
factors:
factors:
5-6
Culture
5-7
Subculture
Subculture:
Groups
consumers
African-American consumers
Asian-American consumers
Mature consumers
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5-8
Social Class
Social class:
Societys
Measured
by a combination of occupation,
income, education, wealth, and other
variables.
Class
5-9
Social Factors
groups.
Marketers attempt to reach opinion leaders
within groups important to target market.
Opinion leaders are recruited as brand
ambassadors or for buzz marketing.
Online
5 - 10
Social Factors
Family:
Strongly
= Expected activities.
Status = Esteem given to role by society.
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5 - 11
Personal Factors
Occupation:
Occupation
Economic situation:
Some
5 - 12
Personal Factors
5 - 13
Personal Factors
Personality:
Refers
5 - 14
Personal Factors
Motivation:
A
5 - 15
Personal Factors
needs
Safety
needs
Social needs
Esteem needs
Self-actualization
5 - 16
Psychological Factors
Perception:
Process
5 - 17
Psychological Factors
Learning:
Defined
as changes in an individuals
behavior arising from experience.
Occurs due to an interplay of drives,
stimuli, cues, responses, and
reinforcement.
Strongly impacted by the consequences
of an individuals behavior.
Behaviors with satisfying results tend to
be repeated.
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5 - 18
Belief:
A
Attitude:
A
5 - 19
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5 - 20
sources
Commercial sources
Public sources
Experiential sources
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5 - 21
of others
Unexpected situational factors
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
5 - 22
Cognitive dissonance:
A
5 - 23
new
new
5 - 24
Adopter Categorization
adopters
Early majority
Late majority
Laggards
5 - 25
Relative advantage:
Compatibility:
Complexity:
Divisibility:
Communicability:
5 - 26
5 - 27
Business Markets
Market structure
and demand:
Nature of the
Contains
far fewer
but larger buyers.
Business demand
is derived from
consumer demand.
Business markets
have more
fluctuating demand.
Copyright 2011, Pearson Education Inc. Publishing as Prentice-Hall
buying unit:
Business
purchases involve
more decision
participants.
Business buying
involves a more
professional
purchasing effort.
5 - 28
Business Markets
5 - 29
Straight rebuy:
Buyer
Modified rebuy:
Buyer
New task:
Buyer
time.
5 - 30
5 - 31
Environmental factors
Examples:
Organizational factors
Examples:
Objectives, procedures
Examples:
Authority, empathy
Examples:
Interpersonal factors
Individual factors
5 - 32
1. Problem
recognition
2. General need
description
3. Product
specification
4. Supplier search
5. Proposal
solicitation
6. Supplier selection
7. Order-routine
specification
8. Performance
review
5 - 33
E-procurement
auctions
Trading exchanges
Company buying sites
Extranet links with key suppliers
5 - 34
5 - 35