Customer Market and Consumer Buyer Behavior
The buyer decision process for new products
Types of Buying Decision Behavior
The buyer decision process
Characteristics Affecting
Consumer Behavior
Social Factors
Personal Factors
Cultural Factors
Psychological Factors
Dissonance reducing buying behavior
Habitual Buying Behavior
Complex buying behavior
Variety-Seeking Buying Behavior
Evaluation of alternatives
Purchase Decision
Information Search
Post-purchase decision
Need Recognition
Individual Differences in Innovativeness
Stages in the Adoption Process
Influence of Product Characteristics on Rate of Adoption
Adoption
Trial
Evaluation
Interest
Awareness
Client knows a litte about the new product but doesnt know too much about it.
The client desires more information about the product
The consumer considers if the product need to be proven.
The consumer tries a testing of the product.
The consumer finally decides to buy the product .
We have different types of innovators Innovators are venturesome; early adopters are guided by respect—they are opinion leaders in their communities and adopt new ideas early but carefully. The early majority is deliberate—although they rarely are leaders, they adopt new ideas before the average person. Finally, laggards are tradition-bound—they are suspicious of changes and adopt the innovation only when it has become something of a tradition itself.
At the end we have five characteristics relative advantage, compatibilty,complexity,divisibility and communicability.
The consumer arrives at attitudes toward different brands through some evaluation procedures
If the consumer’s drive is strong and a satisfying product is near at hand, he or she is likely to buy it then, If the consumer’s drive is strong and a satisfying product is near at hand, he or she is likely to buy it then consumer may store the need in memory or undertake an information search related to the need.
the buyer recognizes a problem or need. At this stage, the marketer should research consumers to find out what kinds of needs or problems arise what brought them about, and
how they led the consumer to this particular product
After purchasing the product,uct, the consumer will either be satisfied or dissatisfied and will engage in postpurchase
behavior of interest of the market.
After purchasing the product,cut, the consumer will either be satisfied or dissatisfied and will engage in postpurchase behavior of interest of the market.
Consumers may be highly in volved when the product is expensive, risky, purchased infrequently, and highly
self-expressive. Typically, the consumer has much to learn about the product category
Dissonance-reducing buying behavior occurs when consumers are highly involved with an expensive, infrequent, or risky purchase but see little difference among brands.
Consumers do not form strong attitudes toward a brand; they select it because it is familiar. Consumers do not form
strong attitudes toward a brand; they select the brand because it is familiar.
In such cases, consumers often do a lot of brand switching,the consumer might pick another brand out of boredom or simply to try something different
Subculture (Hispanic American Consumers, African American Consumers.Asian American Consumers.Mature Consumers, Social class)
Groups and social networks,Word-of-Mouth Influence and Buzz Marketing,Online Social Networks,family)
Age and life cycle, occupation, economic situation, lifestyle, personality and self-concept
Motivation, perception, learning, beliefs and attiudes