Model of Buyer Behaviour

Consumer buying behaviour:

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7.1

Buying behaviour of final consumers Purchase goods and services for personal consumption

Consumer market:
All individuals and households Buy or acquire goods and services for consumption
Figure 7.1

Factors Influencing Consumer Behaviour

Culture:
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7.2

Basic values, perceptions, wants and behaviours Learned from family and important institutions

Subculture:
Group of people with shared value systems Based on common life experiences and situations
Figure 7.2

Factors Influencing Consumer Behaviour

Canadian subcultures of interest:
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7.3

Native Canadians Ethnic groups French Canadian

Social class
Figure 7.2

Factors Influencing Consumer Behaviour

Social factors:
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7.4

Groups: reference, membership, and aspirational groups Opinion leader Family Roles and Status
Figure 7.2

Factors Influencing Consumer Behaviour

Personal factors:
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7.5

Family life cycle Occupation Economic situation Lifestyle: activities, interests, and opinions (AIOs) Personality and self-concept: brand personality
Figure 7.2

Factors Influencing Consumer Behaviour

Psychological factors:
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7.6

Motivation: needs and motives, Maslows Hierarchy of Needs Perception: selective attention, distortion, and retention Learning: drives, stimuli, cues, responses, and reinforcement Beliefs and attitudes
Figure 7.2

Four Types of Buying Decision Behaviour

Based on:
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7.7

Degree of involvement Degree of perceived differences between brands Influences promotional strategies
Figure 7.5

The Buyer Decision Process

Need recognition:
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7.8

Triggered by internal or external stimuli Must reach an intensity high enough to become a drive

Information search:
Memory (internal) search External search: personal, commercial, public, experiential sources of information Word-of-mouth sources are most influential
Figure 7.6

The Buyer Decision Process

Evaluation of alternatives:
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7.9

The process of evaluating information to make a decision Attributes and importance weights are chosen Alternatives compared against the criteria

Purchase decision:
Attitudes of others and unexpected situational factors May come between purchase intention and decision

Figure 7.6

The Buyer Decision Process

Postpurchase behaviour:
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7.10

Relationship between consumer expectation and perceived performance Cognitive dissonance Customer satisfaction is key to customer loyalty

Figure 7.6

Adoption of New Product Innovations

Stages in the adoption process:
Awareness, interest, evaluation, trial, and adoption
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7.11

Influence of product characteristics on rate of adoption:

Relative advantage Compatibility Complexity Divisibility Communicability

Figure 7.7