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ConsumerAnalysisConsumerAnalysisTheStudyofConsumerBehavior,definitionThestudyofhowindividuals,groups,andorganizationsselect

,buy,use,anddisposegoods,services,ideas,orexperiencestosatisfytheirneedsandwants.ConsumerBehaviorThefactorsthatinfluencebuyingbehaviorinclude:•Cultur

al•Social•PersonalConsumerBehaviorCultureisthemostimportant,becauseithasthebroadestanddeepestinfluence.WithinCulture,

manysub-groupsexistandarecalledSub-Cultures.ConsumerBehaviorSocialfactors:•ReferenceGroups•Family•RolesandSt

atusesConsumerBehaviorPersonalFactors:•AgeandStageintheLifecycle•OccupationandEconomicCircumstances•PersonalityandSelf-Concept•Lifestyl

eandValuesConsumerBehaviorKeypsychologicalprocessesthatinfluenceconsumerresponsestomarketingactivities:•Motivation•Perception•L

earning•MemoryConsumerBehaviorTheBuyingDecisionProcess,theFiveStageModel:1.Problemrecognition2.Informationsearch3.Evaluationofalte

rnatives4.Purchasedecision5.Post-purchasebehaviorConsumerBehaviorProfilingtheCustomerbuyingdecisionprocess,methodology:Howcanmarketer

slearnaboutthestagesinthebuyingprocessfortheirproduct?1.Introspectivemethod2.Retrospectivemethod3.Prospectivemethod4.Pre

scriptivemethodConsumerBehaviorIntrospectivemethod:thinkabouthowtheythemselveswouldactRetrospectivemethod:interviewasmallnumberofrecentbuy

ers,askingthemtorecalltheeventsleadingtothepurchaseProspectivemethod:locateconsumerswhoplantobuytheproductandaskthemtothinkoutloudaboutgoi

ngthroughthebuyingprocessPrescriptivemethod:askconsumerstodescribetheidealwaytobuytheproductConsumerBehaviorTheConsumerAdoptionProces

s:Adoptionisanindividual’sdecisiontobecomearegularuseroftheproductorservice.ConsumerBehaviorAdoptersofnewproductsmovethroughfivestages:1.Aw

areness2.Interest3.Evaluation4.Trial5.AdoptionConsumerBehaviorDescriptionofeachstage:Awareness:consumerbecomesawa

reoftheproduct,buthasnoinformationaboutit.Interest:consumerisstimulatedtoseekinformation.Evaluation:consumerconsiderswhethertotrytheprodu

ct.Trial:consumertriestheproductandestimatesitsvalue.Adoption:consumerdecidestomakefullandregularuseoftheproduct

.ConsumerBehaviorFivecharacteristicsthatinfluencetheadoptionrate:1.Relativeadvantage2.Compatibility3.Complexity4.Divisibility5.Communica

bilityConsumerBehaviorDescriptionsofthefivecharacteristics:Relativeadvantage:thedegreetowhichtheproductappearssuperiort

oothers.Compatibility:thedegreetowhichtheproductmatchestheconsumer’svaluesandexperiences.Complexity:thed

egreetowhichtheproductisrelativelydifficulttounderstandoruse.ConsumerBehaviorDescriptionsofthefivech

aracteristics(continued):Divisibility:thedegreetowhichconsumerscantrytheproductonalimitedbasis.Communicability:t

hedegreetowhichthebenefitsareobservableordescribabletoothers.