Essentials of Marketing, 8th Edition

1
Chapter 5 Final Consumers and their Buying
Behavior
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Chapter 5 Objectives
When you finish this chapter, you should

• 1. Know how income affects consumer behavior and
  spending patterns.
• 2. Understand the economic-buyer model of buyer
  behavior.
• 3. Understand how psychological variables affect
  an individuals buying behavior.
• 4. Understand how social influences affect an
  individuals and households buying behavior.

• 5. See why the purchase situation has an effect
  on consumer behavior.
• 6. Know how consumers use problem-solving
  processes.
• 7. Have some feel for how a consumer handles all
  the behavioral variables and incoming stimuli.
• 8. Understand the important new terms.

5-1
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Median Family Income, 1960-1996
Long term income trends are important to
marketing managers because strategy planning must
take into account realistic growth potential. A
narrow focus on a high growth period that extends
a temporary rate too far into the future can ruin
chances for long term success
5-2
4
Income Distribution
Exhibit 5-1
5-3
5
Consumer Spending Patterns
Discretionary Income
Key Terms and Issues
Expenditure Data
Family Life Cycle
5-4
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A Model of Buyer Behavior
Exhibit 5-2
5-5
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The PSSP Hierarchy of Needs
Exhibit 5-4
5-6
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The Learning Process
Exhibit 5-5
5-7
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Lifestyle Dimensions
5-8
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Family Life Cycle
Middle-aged divorced w/out children
Young divorced w/out children
Middle-aged married w/out children
Middle-aged married w/out dep. children
Middle-aged married with children
Young married with children
Young married x-child.
Young single
Older married
Older un- married
Middle-aged divorced with children
Young divorced with children
Middle-aged divorced w/out dep. children
Usual flow Recycled flow Traditional family
flow
Exhibit 5-7
5-9
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Social Class Dimensions
Exhibit 5-8
5-10
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Ethnic Dimensions of the US Market
5-11
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Purchase Situation Influences
5-12
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The Consumer Problem Solving Process
Exhibit 5-9
5-13
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Levels of Problem Solving
Exhibit 5-11
5-14
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The Adoption Process
5-15
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Relating the Processes
5-16
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Key Terms
Learning Cues Response Reinforcement Attitude Bel
ief Expectation Psychographics Lifestyle
Analysis Empty Nesters Social Class Reference
Group Opinion Leader Culture
Discretionary income Economic Buyers Economic
Needs Needs Wants Drive Physiological
Needs Safety Needs Social Needs Personal
Needs Perception Selective Exposure Selective
Perception Selective Retention
Extensive Problem Solving Limited Problem
Solving Routinized Response Behavior Low-involv
ement Purchases Adoption Process Dissonance
5-17