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Chapter 6: Consumer Markets and Consumer Buying Behavior
Chapter Objectives
1. Explain the model of buyer behavior.
2. Outline the major characteristics affecting consumer behavior, and list some of the
Teaching Suggestions
The following explanations and suggestions are outlined based on the Chapter Objectives.
1. Explain the model of buyer behavior.
Figure 6.1 illustrates the elements in the model of buyer behavior including marketing
2. Outline the major characteristics affecting consumer behavior, and list some of the
specific cultural, social, personal, and psychological factors that influence
consumers.
This is a good topic for class discussion. Cultural factors exert the broadest and deepest
3. Explain the buyer decision process and discuss need recognition, information
search, evaluation of alternatives, the purchase decision, and postpurchase
behavior.
Ask your students to think about each of these processes as they engage in an ordinary
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Chapter Outline
I. Model of Consumer Behavior. The company that really understands how consumers will
respond to different product features, prices, and advertising appeals has a great
advantage over its competitors. As a result, researchers from companies and universities
II. Personal Characteristics Affecting Consumer Behavior [Slide 6-4]
A. Cultural factors [Slide 6-5]
1. and
behavior. It compromises the basic values, perceptions, wants, and
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B. Social factors [Slide 6-6]
1.Groups.
have a direct influence and to which a person belongs are called
membership groups. In contrast, reference groups serve as direct (face-to-
2.Word-of-Mouth Influence and Buzz Marketing. The personal words and
recommendations of trusted friends, associates, and other consumers tend
3.Online social networks. These networks are online communities where
4.Family. Family members have a strong influence on buyer behavior. The
5.Roles and status. A role consists of the activities that a person is expected
to perform according to the persons around him or her. Each role carries a
C. Personal factors [Slide 6-7]
1.Age and lifecycle stage. The types of goods and services people buy
change during their lifetimes. As people grow older and mature, the
2.
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4.
5.Personality and self-
D. Psychological factors [Slide 6-8]
1.Motivation. A need becomes a motive when it is aroused to a sufficient
2.Perception. Perception is the process by which a person selects, organizes,
3.
experience.
III. Buyer Decision Process [Slide 6-10]
A. Problem recognition. The buying process starts when the buyer recognizes a
problem or need.
B. Information search. An aroused consumer may or may not search for more
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Answers to Discussion Questions
1. Explain why marketers study buyer behavior and discuss characteristics affecting
consumer behavior. Which characteristics do you think would have the greatest
impact on your decision to select a restaurant to celebrate a special occasion, such as
a birthday or anniversary?
This is a good question for class discussion. Ask your students to prepare their answers
2. Choose a restaurant concept that you would like to take overseas. How will the
factors shown in Figure 6 2 work for or against the success of this restaurant?
This question is designed to help students learn the different influencers of consumer
behavior.
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3. Discuss when the family can be a strong influence on buying behavior regarding the
choice of restaurants.
The purpose of this question is to have students recognize that roles differ substantially
depending upon the type of purchase being made. For example:
If a family is driving in a car and decides to stop at a fast food restaurant, the
decision may be prompted by the parent or by a child saying they are hungry.
4. Apply the five stages in the decision process to your selection of a destination for
your next vacation.
Ask students to prepare their answers before class. During class, put your students into
groups and ask them to find similarities and differences for each stage in the decision
process (or you may assign a single stage of the decision process to each group). What
are some commonalities they found for each of the stages? For example:
Need recognition: A family reunion is coming up.
Information search: Find out the best flight and hotel stay options available at
optimum prices.
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5.
this? How is perception important to marketers?
Buying behavior is driven by perceptions of value. Such perceptions are built
over time by various contributing factors such as brand, word of mouth, personal past
experience with the product or service, etc. Hopefully, when the advertising agency