Principles of marketing: Lecture 14

MGT301
Principles of Marketing
Lecture­14


Summary
of  
Lecture­13




Marketing Research (cont..)



Consumer Market­understanding the consumer 


Step­3
Implementing the Research Plan

Step­4 
Interpretation and Reporting
 of Findings


Consumer Market­understanding   the consumer 

All individuals and households who buy or acquire goods 
and services for personal consumption

Model of  Consumer Behavior
“Stimulus­Response”


Today’s Topics
Consumer Buying Behavior (cont..)


Product
Price
Place
Promotion

Buyer’s decision
process

Product choice
Brand choice
Dealer choice

Marketing
Marketing and
and
Other
Other Stimuli
Stimuli

Buyer’s

Buyer’sBlack
BlackBox
Box
”what”
”what”&& “how”
“how”

Buyer’s
Buyer’s Response
Response

Economic
Technological
Political
Cultural
Buyer
characteristics
affecting consumer
behavior

Purchase timing
Purchase quantity


Stimulus Response Model
– Marketing and other stimuli enter the buyer’s “black box” and 
produce certain choice/purchase responses.
– Marketers must figure out what is inside of the buyer’s “black 
box” and how stimuli are changed to responses.

Model of Buyer Behavior
Marketing & 
other stimuli

Buyer’s Black Box

Product
Price
Place
Promotion

Buyer Characteristics
Buyer Decision Process

Marketing

Buyer 
Responses
Product Choice
Brand Choice
Dealer Choice

Other

Economic
Technological
Political
Cultural

Purchase Timing
Purchase Amount


Characteristics Affecting Consumer 
Behavior
Cultural
Social
Culture
Culture

Reference
groups

Sub­
Sub­
culture
culture

Family

Social
Social
class
class

Roles
and
status

Personal
Age and
life­cycle
Occupation
Economic
situation
Lifestyle
Personality
and
self­concept

Psycho­
logical
Motivation
Perception
Learning
Beliefs and
attitudes

Buyer


1.

 Cultural

2.

 Social

3.

 Personal

4.

 Psychological


1. Cultural


Cultural
a. Culture
b. Sub­Culture
c. Social Class
Set of values norms, attitudes, and other meaningful symbols 
that shape human behavior and the artifacts, or products, of that 
behavior as they are transmitted from one generation to the 
next.


b. Subculture
A homogeneous group 
of people who share elements of the overall culture as well as 
unique elements of 
their own group.


c. Social Class

A group of people in a society who are considered nearly equal 
in status or community esteem, who regularly socialize among 
themselves both formally and informally, and who share 
behavioral norms.


2. Social


Social
a.
b.
c.

Reference Groups
Family
Role & Status


a. Reference Group


Reference Group
A group in society that influences an individual’s 
purchasing behavior.


Implications of Reference Groups



They serve as information sources and influence perceptions



They affect an individual’s aspiration levels



Their norms either constrain or stimulate consumer behavior


Opinion Leaders 
An individual who 
influences the opinion of others.


b. Family
Purchase
Purchase Roles
Roles in
in
the
the Family
Family

Children Influence 
Purchase Decisions



Initiators



Influencers



Decision­Makers



Purchasers



Consumers


c. Roles and Status