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ConsumerAnalysisConsumerAnalysisTheStudyofConsumerBehavior,definitionThestudyofhowindividuals,groups,andorganiz

ationsselect,buy,use,anddisposegoods,services,ideas,orexperiencestosatisfytheirneedsandwants.ConsumerBeha

viorThefactorsthatinfluencebuyingbehaviorinclude:•Cultural•Social•PersonalConsumerBehaviorCultureisthemostimportant,becauseithasthebroadestandde

epestinfluence.WithinCulture,manysub-groupsexistandarecalledSub-Cultures.ConsumerBehaviorSocialfactors:•ReferenceGroups•Family•RolesandSt

atusesConsumerBehaviorPersonalFactors:•AgeandStageintheLifecycle•OccupationandEconomicCircumstances•PersonalityandS

elf-Concept•LifestyleandValuesConsumerBehaviorKeypsychologicalprocessesthatinfluenceconsumerresponsestomarketingactivities:•Mo

tivation•Perception•Learning•MemoryConsumerBehaviorTheBuyingDecisionProcess,theFiveStageModel:1.Problemre

cognition2.Informationsearch3.Evaluationofalternatives4.Purchasedecision5.Post-purchasebehaviorConsumerBehaviorProfilingtheCustome

rbuyingdecisionprocess,methodology:Howcanmarketerslearnaboutthestagesinthebuyingprocessfortheirproduct?1.Introspecti

vemethod2.Retrospectivemethod3.Prospectivemethod4.PrescriptivemethodConsumerBehaviorIntrospectivemethod:thinkabouthowtheythemselveswouldactRetr

ospectivemethod:interviewasmallnumberofrecentbuyers,askingthemtorecalltheeventsleadingtothepurchaseProspectivem

ethod:locateconsumerswhoplantobuytheproductandaskthemtothinkoutloudaboutgoingthroughthebuyingprocessPrescrip

tivemethod:askconsumerstodescribetheidealwaytobuytheproductConsumerBehaviorTheConsumerAdoptionProcess:Adoptionisanindividual’sdecisiontobecomearegula

ruseroftheproductorservice.ConsumerBehaviorAdoptersofnewproductsmovethroughfivestages:1.Awareness2.Interest3.Evaluation4.Trial5.

AdoptionConsumerBehaviorDescriptionofeachstage:Awareness:consumerbecomesawareoftheproduct,buthasnoinformationaboutit.Interest:consumeri

sstimulatedtoseekinformation.Evaluation:consumerconsiderswhethertotrytheproduct.Trial:consumertriestheproductandestimatesitsvalue.Adoption:c

onsumerdecidestomakefullandregularuseoftheproduct.ConsumerBehaviorFivecharacteristicsthatinfluencetheadoptionrate:1.Relativea

dvantage2.Compatibility3.Complexity4.Divisibility5.CommunicabilityConsumerBehaviorDescriptionsofthefivechara

cteristics:Relativeadvantage:thedegreetowhichtheproductappearssuperiortoothers.Compatibility:thedegreetowhichtheproductma

tchestheconsumer’svaluesandexperiences.Complexity:thedegreetowhichtheproductisrelativelydifficulttounderstandoruse.ConsumerBehaviorDe

scriptionsofthefivecharacteristics(continued):Divisibility:thedegreetowhichconsumerscantrytheproductona

limitedbasis.Communicability:thedegreetowhichthebenefitsareobservableordescribabletoothers.