3/4/2015 1 Chapter 5 Consumer Markets and Consumer Buyer Behaviour Learning Objectives After studying this chapter, you should be able to: 1.Define the consumer market and construct a simple model of consumer buyer behavior. 2.Name the four major factors that influence consumer buyer behavior. 3.List and define the major types of buying decision behavior and the stages in the buyer decision process. 4.Describe the adoption and diffusion process for new products.
3/4/2015 2 Figure 5.1: The Model of Buyer Behaviour 5.2 Characteristics Affecting Consumer Behavior Consumer purchases are influenced strongly by cultural, social, personal, and psychological characteristics, shown in Figure 5.2. For the most part, marketers cannot control such factors, but they must take them into account. 5.2.1 Cultural Factors Cultural factors exert a broad and deep influence on consumer behaviour. The marketer needs to understand the role played by the buyer’s culture, subculture, and social class. Figure 5.2: Factors Influencing Consumer Behaviour a.Culture: is the set of basic values, perceptions, wants, and behaviour learned by a member of society from family and other important institutions. b.Subcultures: Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations. Subcultures include nationalities, religions, racial groups, and geographical regions. Table 6.1 (in Asian Perspective Edition) shows subcultural influences in watch-buying behaviour in China. c. Social Class: Almost every society has some form of social class structure. Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behaviours. Figure 5.3 shows seven American social classes.
3/4/2015 3 Figure 5.3: The Major American Social Classes 5.2.2 Social Factors
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- Spring '14
- Psychology, Consumer, buyer, Model of Consumer Behavior