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Chapter 5: Consumer Markets and Consumer buyer Behavior....3

1. Model of consumer behavior...4

2. Characteristics affecting consumer behavior...4

3. Types of Buying Decision Behavior...4

4. The buyer decision process...4

5. The buyer decision process for new product...4

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Chapter 1Chapter 2Chapter 3Chapter 4

Chapter 5: Consumer Markets and Consumer buyer Behavior1. Model of consumer behavior

<b>Consumer buyer behavior</b>: buying behavior of final consumers individual and households who buy goods and services for personal consumption

Consumer market: all of the personal consumption of final consumers

2. Characteristics affecting consumer behaviorFactors influencing consumer behavior

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a) Cultural

- Cultural is the learned values, perceptions, wants, and behavior from family and other important institutions - Subculture are <i>group of people within a culture</i> with

shared value systems based in common life experiences and situations.

- Social classed <i>(giai cấp xã hội)</i> are society’s relatively permanent and ordered divisions whose members sharesimilar values interests and behavior.

Measured by a combination of occupation, income, education, wealth, and other variables

b) Social

- Groups and social networks

 Word-of-mouth influence and buzz marketing <i>(ảnh hưởng của truyền mệnh và mkt buzz)</i>

 Opinion leaders are people within a reference group who exert social influence on others

 Also called influentials or leading adopters

 Marketers identify them to use as brand ambassadors Online social networks are online communities where people socialize or exchange information and opinions Include blogs, social networking sites (like Facebook),

virtual worlds (second life)

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 Family is the most important consumer-buying organization in society

 Social roles are status are the group, family, clubs. And organizations that a person belongs to that can define role and social status

c) Personal

- Age and life-cycle stage- RBC Royal Band stagesYouth: younger than 18Getting started: 18–35Builders: 35–50Accumulators: 50–60Preservers: over 60

- <b>Occupation</b> affects the goods and services bought by consumers

- <b>Economic </b>situation includes trends in:

- <b>Lifestyle</b> is a person’s pattern of living as expressed in his or her psychographics

Personal

Interest rates

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Measures a consumer’s AIOs (activities, interests, opinions) to capture information about a person’s pattern of acting and interacting in the environment- Personality and self-concept

Personality refers to the unique psychological characteristics that lead to consistent and lasting responses to the consumer’s environment

d) Psychological

<b>Maslow’s Hierarchy of Needs</b>

- <b>A motive is a need that is sufficiently pressing to direct </b>

the person to seek satisfaction

<b><small>Personal </small></b>

<b><small>DefensivenessAdaptabilityAggressiveness</small></b>

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- <b>Motivation research </b>refers to qualitative research designed to probe consumers’ hidden, subconscious motivations

- <b>Perception</b> is the process by which people select, organize, and interpret information to form a meaningful picture of the world from three perceptual processes

Selective attentionSelective distortionSelective retention

- <b>Selective attention </b>is the tendency for people to screen out most of the information to which they are exposed- <b>Selective distortion </b>is the tendency for people to

interpret information in a way that will support what they already believe

- <b>Selective retention </b>is the tendency to remember good points made about a brand they favor and forget good points about competing brands

- <b>Learning</b> is the change in an individual’s behavior arisingfrom experience and occurs through interplay of:

- <b>Belief </b>is a descriptive thought that a person has about something based on:

Knowledge – Opinion - Faith

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- <b>Attitudes</b> describe a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea

-3. Types of Buying Decision Behavior

<b>Four Types of Buying Behavior</b>

4. The buyer decision process

Complex buying behavior

Dissonance-reducing buying behavior

Habitual buying behavior

Variety-seeking buying behavior

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- Need recognition

Occurs when the buyer recognizes a problem or need triggered by

 Internal stimuli  External stimuli

- Information search sources of information Personal sources—family and friends Commercial sources—advertising, Internet

 Public sources—mass media, consumer organizations Experiential sources—handling, examining, using the

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 The satisfaction or dissatisfaction that the consumer feels about the purchase

 Relationship between:

o Consumer’s expectationso Product’s perceived performance The larger the gap between expectation and

performance, the greater the consumer’s dissatisfaction Cognitive dissonance is the discomfort caused by a post-

purchase conflict

<b>- Customer satisfaction is a key to building profitable </b>

relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value

5. The buyer decision process for new product

<b>Adoption process </b>is the mental process an individual goes through from first learning about an innovation to final regular use.

• Stages in the process include:

- Influence of Product Characteristics on Rate of Adoption

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Chapter 6 Business markets and business buying behavior1. Business markets

2. Business buyer behavior

3. The business buying process

4. E – Procurement: buying on the internet

5. Institutional and government markets

Chapter 7Chapter 8Chapter 9

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Chapter 10 PRICING understanding and capturing customer value

1. What Is a Price?

2. Major Pricing Strategies

 Customer value-based pricing

- how much value consumers place on the benefits they receive

1. Cost – based pricing

Design - determine – set cost – convince 2. Value based pricing

Assess customer – set target price – determine cost – design product

- Good-value pricing - Everyday low pricing (EDLP)- High-low pricing

- Value-added pricing - Cost-based pricing

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• Supply Chains and the Value Delivery Network

<b>Upstream partners</b> (đề cập đến quá trình nguyên vật liệu từ nhàcung ứng được chuyển đến nhà máy để sản xuất. Upstream cũng

Fixed costs

Variable costs

Total costs

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xác định mối quan hệ và luồng thông tin giữa doanh nghiệp và các nhà cung cấp)

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Chapter 13Chapter 14Chapter 15Chapter 16Chapter 17 Chapter 18 Chapter 19 Chapter 20

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