Consumer buyer behavior : buying behavior of final consumers (for personal consumption )
Consumer market: only individuals, excluding households, that buy goods for personal consumption
Culture?
set of basic values, wants, etc. learned by a member of society from family, other important institution
group of people with shared value system bases on common life experience
relatively permanent and ordered divisions in a society whose members share similar values
Subculture?
Social Class?
A group is one or more people who interact to accomplish goals
Reference Group: actual, no imaginary, individual or group conceived of having significant relevance upon an individuals evaluations
Opinion leader: person outside a reference group who exerts social influence on others
Word-of-mouth influence: impact of personal words of trusted and other consumers on buying behavior
Online social networks are online social communities
Buying is often
age-related
life cyle-realted
health -related
Lifestyle: A person´s pattern of living as expressed in his activities
Personality: unique psychological characteristics
Self-concept: Beliefs a person holds about someone lessees attributes
Motive (drive): need that is sufficiently pressing to direct the person to seek satisfaction of the need
Perception: process by which people select, organize and interpret information to form meaningful picture of the world
Perception is not selective
Learning: changing in an individuals behavior arising from experience
Belief: descriptive thought that a persons holds about something
Attitude: A persons tendencies toward an object or idea
Complex buying behavior?
Consumer buying behavior characterized by high consumer involvement and significant differences among brands
Consumer buying behavior characterized by high involvement but few perceived differences among brands
Consumer buying behavior characterized by low- consumer involvement and few significantly perceived brand differences
Consumer buying behavior characterized by low consumer involvement but significant perceived brand differences
Dissonance-reducing buying behavior?
Habitual buying behavior?
Variety-seeking buying behavior?
How many stages does the Buyer Decision Process involves?
3
4
5
Need recognition: first of buyer decision process; consumer recognizes a problem or need
The information search is not a stage of the buyer decision process
Alternative evaluation: consumers uses information to evaluate alternative brands
Purchase decision: buyers decision about what brand to purchase
Postpurchase behavior is based on
Satisfaction
Cognitive dissonance
Cognitive dissonance is a buyers discomfort caused before the purchase of a product
New product: good, service that is perceived by potential customers as new
Adoption process: physical process -> first hearing about innovation to final adoption
Awarness: consumer becomes aware of new product, but already knows about it
Interest: consumer seeks information about new product
evaluation: consumers decides to try new product
Trial: consumer tries new product on small scale to improve his estimate (Schätzung) of its value
Adoption: consumer decides to make no use of new product
Business buying behavior: buying behavior of organizations that buy goods/services for use in production of other products/ services that are sold to others
Business buying process: decision process by which business buyers determine which products/services an other organization needs to purchase (among alternative suppliers)
Business markets contain fewer but larger buyers
Straight rebuy?
business buying situation in which buyer routinely reorders something without any modifications
business buying situation in which buyer wants to modify product specifications
Modified rebuy?
New task: business buying situation in which buyer purchases product for the last time
Systems selling: buying a packaged solution to a problem from a single seller
Buying center: all the individuals and units that play a role in the purchase decision-making process
Buying center: fixed and formally identified unit within buying organization
Size and makeup of buying center varies for different products but not for different buying situations
Institutional markets are:
Schools
Hospitals
Governmental units
Government markets are:
Prisons
