behavior

34% Early majority 2.5% Innovators
34% Late majority
13.5%
Early adopter
16%
Laggards
x-2
x-
-
x
-
x+
The environment Marketing stimuli Other stimuli
The buying organization


Principle-oriented consumers (buy based upon their views of the world) Status-oriented buyers (on the actions and opinions of others) Action-oriented buyers (driven by their desire for activity, variety, and risk taking)
Fulfilleds
Achievers
Experiencers
Believers
Strivers
Makers
Strugglers
Minimal resources
Selfactualiz ation needs Esteem needs
Social needs
Safety needs
Physiological needs
Primary groups Secondary groups
aspirational groups Indirect groups Reluctant groups
Reference groups
Initiator
User Buying decisio n
Influencer
Buyer
Decider
Organizational •Objectives •Policies •Procedures •Organizational structure •Systems
Interpersonal
Individual •Age •Authority •Education •Status •Job position •Empathy •Personality •Persuasiveness •Risk attitudes
Lecture Five
Consumer/buyer Behavior
At a glance


A model of buyer Influences on consumer buying behn process Business buyer decision process

Learning Belief and attitude Personality and self-concept
SRI International Values and Lifestyles (VALS) typology


VALS2 classifies people according to how they spend their time and money. They divides consumers into eight groups based on tow major dimensions: self-orientation and resources. Self-orientation
Maslow’s hierarchy of needs
Drive Stimuli Reinforce
Learning
Cue
Response
Need recognition
Internal stimuli External stimuli
Information research
Personal Commercial/ public/ Experiential sources
Psychological
•Motivation •Perception •Learning •Beliefs and attitudes •Personality and self-concept
Factors influencing consumer behavior
Opinion leaders Membership groups Reference groups
Capital items
Consumables
gatekeepers
User Buying decisio n
Influencer
Buyer
Decider
Roles in the buying center
•Fewer buyer
•Larger buyer •Close supplier-customer relationship •Geographically concentrated buyer •Derived demand
Attitudes of others unexpected factors
Buyer decision process
Awareness
Interest
Evaluation
Trial
Adoption
Stages in the adoption process
Time of adoption of innovations
Marketing stimuli
Other stimuli
Buyer’s black box
Buyer’s responses Product and service selection Brand selection Dealer choice Reseller selection Repurchase intervals Purchase amount


getting information and writing the outlet on the STP strategies Text book (chapter 7)
The buying center Buying decision process (Interpersonal and individual influences)
Buyer responses
Product Price Place Promotion
Economic technological Political Cultural Competitive
When
Where
Who
Buyer’s behaviors
personal Cultural Social
•Culture •Household type •Subculture •Reference groups •Social class •Roles and status
•age and life-cycle stage •Occupation •Education •Economic situation
Product Price Place Promotion
Economic technological Political Cultural
Buyer Buyer characteristics decision process
A model of buyer behavior
What
How
Buyer’s behaviors
Industrial market B-to-B market s
Reseller market
Institutional market
Government market
Business-to-business markets
Materials and parts
Business products
Major influences on business buyer behavior
Next week


STP strategies Assignment: Reviewing the lecture 5
Text book (chapter 5-6) Case study on the people bank
•Product or service choice •Supplier choice •Order quantities •Delivery terms and items •Service terms •Payment terms
(Organizational influences)
A model of business buyer behavior
Abundant resources Minimal resources

Resource

VALS2 lifestyle Classifications
Principle
Actualizers
oriented Status oriented action
Abundant resources
oriented
Consumer buying roles
Psychological factors

Motive (Drive)

Freud’s theory of motivation Maslow’s hierarchy of needs

Perception


selective exposure selective distortion selective retention
Evaluation of alternatives
Product attributes degree of importance
Postpurchase behavior
Consumer’s expectations Perceived values cognitive dissonance
Purchase decision
Business markets
•Inelastic demand •Fluctuating demand
•Professional purchasing
•Direct purchasing •Reciprocity
•Leasing
Environmental •Economic developments •Supply conditions •Technological change •Political and regulatory developments •Competitive developments •Culture and customs