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.

1 Analyzing Consumer Markets and consumer behavior 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)  Note: A business market is synonymous 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 consumers respond to marketing efforts the company might use?” VD: Nhãn hiệu sữa tươi Vinamilk sinh viên thường chọn mua Khác 8% 25% Sữa tươi 100% có đường 33% Sữa tươi 100% hương chocolate 50% Sữa tươi 100% hương dâu 75% Sữa tươi 100% nguyên chất 67% Sữa tươi tiệt trùng Vinamilk 0% 10% 20% 30% 40% 50% 60% 70% 80% VD: Các nguồn tham khảo SV mua sữa tươi Vinamilk Báo, internet 42% Quảng cáo TV 90% Người quen 15% Bạn bè 32% Gia đình 33% 0% 20% 40% 60% 80% 100% VD: Các tiêu chí định mua sản phẩm Vinamilk (ĐV SV) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 88% 80% 45% 33% 8% Thương hiệu Gía hợp lý Vệ sinh an tồn Chất lượng tốt Mẫu mã, bao bì tiếng thực phẩm ấn tượng 3% Khác VD: Đánh giá sinh viên giá sữa tươi Vinamilk 2% 3% 2% 18% 73% Qúa rẻ Rẻ Vừa túi tiền Mắc Qúa mắc VD: Địa điểm sinh viên thường mua sữa tươi Vinamilk 20% 39% 31% 10% Chợ Inc.Tiệm tạp hoá asMáy bán hàngHall tự động Copyright © 2011 Pearson Education, Publishing Prentice Siêu thị 6-8 VD: Cách thức mua 90% 85% 80% 70% 60% 53% 50% 40% 30% 20% 5% 10% 0% 0% Qùa tặng Khác 0% Tự mua Gia đình Bạn bè Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-9 VD: Các yếu tố ảnh hưởng đến định mua Khác 8% Khả tài 75% Các hoạt động Marketing 32% Lời giới thiệu người thân, bạn bè 48% Người bán tác động 3% 0% 10% 20% 30% 40% Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 50% 60% 70% 80% 6-10 Memory Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-35 Figure State Farm Mental Map Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-36 Model of Consumer Behavior Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-37 Problem Recognition Information Search Evaluation of alternatives Purchase Decision Postpurchase Behavior Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-38 The Buyer Decision Process Step Need Recognition Need Recognition Internal Stimuli External Stimuli • Hunger • TV advertising • Thirst • Magazine ad • A person’s normal needs • Radio slogan •Stimuli in the environment The Buyer Decision Process Step Information Search Personal Sources •Family, friends, neighbors •Most influential source of information Commercial Sources •Advertising, salespeople •Receives most information from these sources Public Sources Experiential Sources •Mass Media •Consumer-rating groups •Handling the product •Examining the product •Using the product The Buyer Decision Process Step Evaluation of Alternatives Product Attributes Evaluation of Quality, Price, & Features Degree of Importance Which attributes matter most to me? Brand Beliefs What I believe about each available brand? Total Product Satisfaction Based on what I’m looking for, how satisfied would I be with each product? Evaluation Procedures Choosing a product (and brand) based on one or more attributes Các thuộc tính độ quan trọng TV samsung ĐẮT - - - - - V - - - - - - - - - - - - - - - - RẺ MÀN HÌNH NHỎ - - - - - - - - - - - - V - - - RỘNG CL HÌNH ẢNH THẤP - - - - - - - - - - V - - CAO DỄ SỬ DỤNG –V - - - - - - - - -KHÓ The Buyer Decision Process Step Purchase Decision Purchase Intention Desire to buy the most preferred brand Attitudes of others Unexpected situational factors Purchase Decision The Buyer Decision Process Step Post purchase Behavior Consumer’s Expectations of Product’s Performance Product’s Perceived Performance Satisfied Customer! Dissatisfied Customer Cognitive Dissonance Figure: How Customers Use or Dispose of Products Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-45 Stages in the Adoption Process Awareness Interest Evaluation Trial Adoption Early Majority Innovators Percentage of Adopters Adoption of Innovations Early Adopters Late Majority 34% 16% 13.5% 2.5% Early Laggards 34% Time of Adoption Late For Review     How consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How consumers make purchasing decisions? In what ways consumers stray from a deliberate rational decision process? Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-48 Chapter Questions    How consumer characteristics influence buying behavior? What major psychological processes influence consumer responses to the marketing program? How consumers make purchasing decisions? Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 6-49 ... động Copyright © 2011 Pearson Education, Publishing Prentice Siêu thị 6-8 VD: Cách thức mua 90% 85% 80% 70% 60% 53 % 50 % 40% 30% 20% 5% 10% 0% 0% Qùa tặng Khác 0% Tự mua Gia đình Bạn bè Copyright... sữa tươi Vinamilk Khác 5% Khuyến nhiều 2% Gía rẻ phù hợp 33% Mua tin tưởng vào thương hiệu Vinamilk 58 % Chất lượng tốt sữa tươi loại công ty khác 55 % 0% 10% 20% 30% 40% 50 % 60% 70% Copyright ©... respond to marketing efforts the company might use?” VD: Nhãn hiệu sữa tươi Vinamilk sinh viên thường chọn mua Khác 8% 25% Sữa tươi 100% có đường 33% Sữa tươi 100% hương chocolate 50 % Sữa tươi