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Consumer Markets and Consumer Buyer Behavior - Coggle Diagram
Consumer Markets and Consumer Buyer Behavior
Model of Consumer Behavior
How do consumers respond to various marketing efforts the company might use?
Marketing stimuli consist of the four Ps: product, price, place, and promotion.
Other stimuli include major forces and events in the buyer’s environment: economic, technological, political, and cultural.
All these inputs enter the buyer’s black box, where they are turned into a set of buyer responses
Characteristics Affecting Consumer Behavior
Cultural
culture, subculture & social class
Social
reference groups, family & roles and statuts
Personal
age, occupation, economic situation, lifestyle & personality
Psychological
motivation, perception, learning, beliefs and attitudes
Types of Buying Decision Behavior
Complex buying behavior: when consumers are highly involved in a purchase and perceive significant differences among brands
Dissonance-reducing buying behavior: high involvement with an expensive, infrequent, or risky purchase but see little difference among brands.
Habitual buying behavior occurs under conditions of low-consumer involvement and little significant brand difference.
Variety-seeking buying behavior in situations characterized by low consumer involvement but significant perceived brand differences.
The Buyer Decision Process
need recognition—the buyer recognizes a problem or need
information search related to the need
alternative evaluation - how the consumer processes information to arrive at brand choices.
purchase decision - consumer buys the most preferred brand
postpurchase behavior - satisfied or dissatisfied costumer
The Buyer Decision Process for New Products
Adoption Process
The mental process through which an individual passes from first learning about an innovation to final adoption
Stages
Awareness: The consumer becomes aware of the new product but lacks information about it.
Interest: The consumer seeks information about the new product.
Evaluation: The consumer considers whether trying the new product makes sense.
Trial: The consumer tries the new product on a small scale to improve his or her estimate of its value.
Adoption: The consumer decides to make full and regular use of the new product.