case study chapter 5 mkt101

CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR Truong Ngoc Thanh Phuong... 1.Model of Consumer Behavior2.Characterist Affecting Consumer Behavior 3.Types of Buying Decision... CHARACTERIST

CONSUMER

MARKETS AND

CONSUMER BUYER BEHAVIOR

Truong Ngoc Thanh Phuong

1.Model of Consumer Behavior

2.Characterist Affecting Consumer Behavior

3.Types of Buying Decision

1 MODEL OF CUSTOMER

BEHAVIOUR

caf f co

2 CHARACTERISTICS

AFFECTING CONSUMER BEHAVIOR

1 CULTURE FACTOR

Vietnamese people , when buying a product, are always influenced by the cultural elements bearing national identity affect the value of choice.

They often buy products that feel

comfortable about prestige and

quality so rarely change.

CULTURE

app.co

The social class is based

not only on the single

factor of income , but also

on the combination of

occupation , income ,

education , wealth , and

other factors In life , one

can rise to a higher level of

society , or fall into a lower

class

CULTURE

app.c o

2 SOCIAL

SOCIA L

GROUP AND SOCIAL

NETWORK

A Groups:

Many small groups affect

one's consumer behavior

Reference groups including

social groups, work groups,

family, or close friends They influence consumers’ attitudes and behavior

Consumers respect these

people and often ask their

opinions before they buy goods and services

ROLE AND STATUS

Each role is associated with

a position - it will reflect the overall respect of society, in line

withthat role

GROUP AND SOCIAL

3 PERSONAL

FACTOR

1 AGE AND LIFE - CYCLE STAGE

1 AGE AND LIFE - CYCLE STAGE

A persons occupation affects the goods and services bought Mostly educated woman live in city doing

jobs such as : housewives and office worker

OCCUPA TION

Depending on income of each other they will choose appropriate milk to buy

So the target customers here that

is stable and above average

Motivation Perceptio

n Learning Belief and Attitudes

Maslow's motive theory seeks to explain why different times

people are motivated by other needs together

Human needs are arranged in

hierarchical order from the

most urgent to the most

urgent

1 Motivation

REASONS TO USE INFANT FORMULA

LEA RNING

The knowledge that describes the changes in the behavior of the individual from

the experience

BELIEF AND ATTITUDE

Belief is the positive thought that people have

about certain things.

3 Type of Buyer Decision Process

Complex Buying Behavior Dissonance Reducing Buying

Behavior

Habitual Buying Behavior Variety Seeking Buying

Behavior

4 The Buyer Decision Process

Internal stimuli: hunger driven.

External stimuli: an advertisement

or commercial involving Soy milk.

NEED RECOGNITION

Personal source: asking peers where they get Soy milk.

Experiential source:

performing online search to research.

INFORMATION RESEARCH

Determining value of options.

Dependent upon personal

Attitude of others: what do peers think of decision.

Base on factorts like income and desired price of product.

PURCHASE DECISION

How consumer feels after the purchase

desicion they made.

Whether they regret spending more money for

a Soy milk or feel as though the end product was worth the money.

Will the coonsumer make the same

buying decision again.

POST - PURCHASE D E C I S I O N

5 THE BUYER

DECISION PROCESS FOR NEW

PRODUCTS

New product is a good, service,

or idea that is perceived by some potential customers as new

Adoption process is the mental

process an individual goes through from first learning about an

innovation to final regular use

Awareness is when the consumer becomes aware of

the new product but lacks information

S T A G E S I N T H E A D O P T I O N

P R O C E S S

app.co

caf f co

I n t e r e s t is when the consumer seeks information about the new product

Evaluation is when the consumer considers whether trying the new product makes sense

Trial is when the consumer tries the new product to improve his or her estimate of

value

Adoption is when the consumer decides to make full

and regular use of the product

Early adopters are

opinion leaders and

adopt new ideas

early but cautiously

Early majority are

deliberate and

adopt new ideas

before the average

person

I N D I V I D U A L D I F F E R E N C E S

I N I N N O V A T I O N

Late majority are skeptical and adopt new ideas only

after

the majority of people have tried it

Laggards are suspicious of changes and adopt new

ideas

only when they become tradition

I N D I V I D U A L D I F F E R E N C E S

I N I N N O V A T I O N

Relative advantage is the degree to which an

innovation appears to be superior to existing

Complexity is the degree to which the innovation

is difficult to understand or use

Divisibility is the degree to which the innovation may

be tried on a limited basis

INFLUENCE OF PRODUCT

CHARACTERISTICS ON RATE OF

ADOPTION