Principles of marketing: Lecture 15

MGT301
Principles of Marketing
Lecture­15


Summary
of  
Lecture­14


Consumer Buying Behavior (cont..)
Product
Price
Place
Promotion

Buyer’s decision
process

Product choice
Brand choice
Dealer choice

Marketing
Marketingand
and
Other
Other Stimuli
Stimuli

Buyer’s

Buyer’s Black
Black Box
Box
”what”
”what”&&“how”
“how”

Buyer’s
Buyer’s Response
Response

Economic
Technological
Political
Cultural

Buyer
characteristics
affecting consumer
behavior

Purchase timing
Purchase quantity


Characteristics Affecting Consumer 
Behavior


 Cultural



 Social
 Personal
 Psychological





Today’s Topics


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

3. Personal







a. Age and life cycle stage
b. Occupation
c. Economic situation
d. Lifestyle
e. Personality and self­concept


a. Age and life cycle stage
b. Occupation
c. Economic situation
d. Lifestyle
e. Personality


4. Psychological





a. Motivation
b. Perception

c. Learning
d. Beliefs and attitudes


a. Motivation

SelfActualization

Maslow’s Hierarchy
of Needs

Esteem
Social

Safety

Physiological


Physiological Needs


Safety Needs

Physiological Needs


Social Needs

Safety Needs

Physiological Needs


Personal
Needs
Social Needs

Safety Needs

Physiological Needs


b. Perception


Perception
Process by which people select, organize, and interpret stimuli 
into a meaningful and 
coherent picture.


c. Learning
A process that creates changes in behavior, immediate or 
expected, through experience 
and practice.


d. Beliefs and attitudes

Value
Enduring belief that a specific mode of conduct is personally 
or socially preferable to another 
mode of conduct.


An organized pattern of knowledge that an 
individual holds as true about his 

Belief

Attitude

or her world.

A learned tendency to respond 
consistently 
toward a given object.


Types of Buying decision behavior
  Complex buying behavior




 Dissonance­reducing buying behavior
 Habitual buying behavior
 Variety seeking buying behavior

High
Involvement

Low
Involvement

Significant
differences
between
brands

Complex
Buying
Behavior

VarietySeeking
Behavior

Few
differences
between
brands

DissonanceReducing Buying
Behavior

Habitual
Buying

Behavior


Buyer Decision Process


Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior


Need
Need Recognition
Recognition

Information
Information Search
Search
Cultural,
Cultural,Social,
Social,
Individual
Individualand

and
Psychological
Psychological
Factors
Factors
affect
affect
all
allsteps
steps

Evaluation
Evaluation
of
of Alternatives
Alternatives

Purchase
Purchase

Postpurchase
Postpurchase
Behavior
Behavior