Lecture Marketing management: Chapter 5 – Nguyễn Thị Trang Nhung

Lecture Marketing management - Chapter 5: Analyzing consumer markets and consumer behavior presentation of content: What is a market, consumer buying behavior, many factors influences buying, fast facts about american culture,....And other contents.

Analyzing Consumer Markets and consumer behavior

1

What is a Market

 A consumer market is all the individuals

and households who buy or acquire goods and services for personal consumption.

(Philip Kotler)

 A business market is all organizations that

buy goods and services for use in the

production of other products and services that are sold, rented, or supplied to others.

(Philip Kotler)

with industrial market or organizational

market or producer market.

Consumer Buying Behavior

 Consumer Buying Behavior refers to the buying behavior of final

consumers (individuals &

households) who buy goods and

services for personal consumption.

 Study consumer behavior to answer:

“How do consumers respond to

marketing efforts the company might use?”

VD: Nhãn hiệu sữa tươi Vinamilk sinh viên thường chọn mua

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Sữa tươi 100% nguyên chất

Sữa tươi 100% hương dâu

Sữa tươi 100% hương chocolate

Sữa tươi 100% có đường

Khác

VD: Các nguồn tham khảo khi SV mua sữa

Bạn bè Người quen

Quảng cáo trên TV

Báo, internet

VD: Các tiêu chí quyết định mua sản phẩm Vinamilk

VD: Đánh giá của sinh viên về giá sữa tươi

VD: Địa điểm sinh viên thường mua

sữa tươi Vinamilk

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Lý do sinh viên chọn mua sữa

Gía rẻ phù hợp Khuyến mãi nhiều hơn

Khác

Đánh giá sau khi uống vinamilk

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10%

75% 8%

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VD: hành vi nếu sv ko hài lòng về VNM:

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Many factors influences buying

Model of Consumer Behavior

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Start here

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How do consumer characteristics influence buying behavior?

1.Cultural Factors

2.Social Factors

3.Personal Factors

Characteristics Affecting Consumer Buying Behavior

1.Cultural Factors:

Culture is the fundamental determinant of a person’s wants

and behaviors acquired through socialization processes with family and other key institutions.

Ví dụ: * Nike đã phải thu hồi 38,000 đôi giày có chữ “AIR” trong logo

của nó Vì “Air” trông giống như Allah trong ngôn ngữ Ả rập

* Tại sao cá tra không được tiêu thụ nhiều tại Việt Nam mà lại được

xuất khẩu rất nhiều sang Hoa Kỳ ?

Subculture:

 Nationalities; Religions ; Racial groups; Geographic

regions

Culture

The set of basic values, perceptions,

Wants, and behaviors learned by

a member of society from family and other

important institutions.

Subculture

The group of people with shared value systems based on common life experiences and situations.

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Fast Facts About

American Culture

 The average American:

 chews 300 sticks of gum a year

 goes to the movies 9 times a year

 takes 4 trips per year

 attends a sporting event 7 times each year

Characteristics Affecting Consumer Buying Behavior:

• Husband, wife, kids

• Influencer, buyer, user

Roles and Status

Social Factors

PRODUCT DOMINANT DECISION

MAKER

TYPICAL DECISION

Women’s casual clothing Wife Price, style

Vacations Syncratic (both) Whether and where

to go Men’s casual clothing Husband Type, price, style

Life insurance Husband Company, coverage

Homeowner’s insurance Husband Company, coverage

Household appliances Wife Style, brand, price

Dominant Family Purchase - Cozenza 1985

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Characteristics Affecting Consumer Buying Behavior:

Age and Stage of Lifecycle

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Occupation and Economic

Circumstances

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Characteristics Affecting

Consumer Buying Behavior

Self Concept (=Self Image)

Mini Case: Come to Marlboro country e.g Leo Burnett’s campaign for Marlboro, using

the cowboy photographs, projects an image which has made it the biggest-selling cigarette in the world It has been running, almost without change, for 25 years.

Images found on the Internet…Not official Marlboro Advertisements

Model of Consumer Behavior

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We continue….

Factors Affecting Consumer Behavior:

Psychological: VD: quan niệm “nhất dáng nhì da” về vẻ đẹp phụ nữ

Factors Affecting Consumer Behavior:

Psychological: VD: quan niệm “nhất dáng nhì da” về vẻ đẹp phụ nữ

Attitudes

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What major psychological processes influence consumer responses to the

of Needs

Behavior

is driven by lowest, unmet need

Herzberg’s Two-Factor Theory

Behavior is guided by motivating and hygiene

factors

Maslow’s Hierarchy

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2.Perception

 a particular way of understanding or thinking about something;

 the ability to understand and make good

judgments about something

feeling that you experience

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5 Memory

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Figure 2 State Farm Mental Map

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Model of Consumer Behavior

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The Buyer Decision Process

Step 1 Need Recognition

The Buyer Decision

Process

Step 2 Information Search

•Family, friends, neighbors

•Most influential source of

information

•Advertising, salespeople

•Receives most information

from these sources

•Mass Media

•Consumer-rating groups

•Handling the product

•Examining the product

•Using the product

Personal Sources

Commercial Sources

Public Sources

Experiential Sources

The Buyer Decision Process

Step 3 Evaluation of Alternatives

The Buyer Decision Process

Step 3 Evaluation of Alternatives

What do I believe about each available brand?

Total Product Satisfaction

Based on what I’m looking for, how satisfied

would I be with each product?

Total Product Satisfaction

Based on what I’m looking for, how satisfied

would I be with each product?

Các thuộc tính và độ quan trọng của

The Buyer Decision Process

Step 4 Purchase Decision

Purchase Intention Desire to buy the most preferred brand

Purchase Decision

Attitudes

of others

Unexpected situational factors

The Buyer Decision Process

Step 5 Post purchase Behavior

Consumer’s Expectations of

Product’s Performance

Dissatisfied Customer

Satisfied Customer!

Product’s Perceived

Performance

Cognitive Dissonance

Figure: How Customers

Use or Dispose of Products

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Stages in the Adoption Process

Awareness Interest Evaluation

Trial Adoption

 In what ways do consumers stray from a

deliberate rational decision process?

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