Tunis Business School
2022 - 2023
Fundamentals of Marketing
BCOR 210
Chapter 4
Consumer Markets and Consumer Buyer Behaviour
Business Markets and Business Buyer Behaviour
Copyright © 2008 Pearson Education Canada Principles of Marketing, Seventh Canadian Edition
Learning Goals
1. Define the consumer market and construct a simple
model of consumer buyer behaviour
2. Name the four major factors that influence buyer
behaviour
3. List and understand the types of buying decision
behaviour and stages in the buying decision
process
4. Describe the adoption and diffusion process for
new products
5. Define the business market and explain the
business buyer behavior
Copyright © 2008 Pearson Education Canada 6-2 Principles of Marketing, Seventh Canadian Edition
Consumer Markets
and Consumer
Buyer Behaviour
Copyright © 2008 Pearson Education Canada 6-3 Principles of Marketing, Seventh Canadian Edition
Definitions
• Consumer buyer behaviour refers to the buying
behaviour of final consumers – individuals and
households who buy goods and services for
personal consumption
• Consumer Market : All the individuals and
households that buy or acquire goods and
services for personal consumption.
Copyright © 2008 Pearson Education Canada 6-4 Principles of Marketing, Seventh Canadian Edition
Model of Buyer Behavior
Product Economic
Price Technological
Other Stimuli
Place Marketing and Political
Promotion Cultural
Buyer’s Buyer
Decision Buyer’s Black Box Characteristics
Process
Purchase
behavior :
Buying attitude what the
and preference buyers
Buyer’s Response buys; where;
Brand and how
company much;when
relationship
behavior
Copyright © 2008 Pearson Education Canada 6-5 Principles of Marketing, Seventh Canadian Edition
Figure 6.1 (cont.)
Factors Influencing Consumer
Behaviour
Copyright © 2008 Pearson Education Canada 6-6 Principles of Marketing, Seventh Canadian Edition
Factors Affecting Consumer Behaviour
• Culture
The most basic cause that influence a person’s
• Cultural wants and behaviour
• Social The set of basic values, perceptions, wants,
• Personal and behaviors learned by a member of
society from family and other important
• Psychological institutions
• Subculture
Smaller groups with shared value systems
• Social Class
– Society’s divisions who share values,
interests and behaviours
Copyright © 2008 Pearson Education Canada 6-7 Principles of Marketing, Seventh Canadian Edition
Factors Affecting Consumer behaviour
• Groups Two or more people who interact to
accomplish individual or mutual goals.
• Cultural Membership group: groups that have a direct
influence and to which a person belongs
• Social
Reference group : serve as direct or indirect
• Personal points of comparison or reference in forming a
• Psychologica person’s attitude or behavior ( like aspirational
l group is one to which the person wishes to
belong )
Opinion leaders :A person within a reference
group who, because of special skills,
knowledge, personality, or other characteristics,
exerts social influence on others. marketers must
figure out how to reach them
Copyright © 2008 Pearson Education Canada 6-8 Principles of Marketing, Seventh Canadian Edition
Factors Affecting Consumer Behaviour
• Family
– Many influencers :
• Cultural wife-husband-children.
• Social – The interaction between
• Personal partners/spouses and the number and
ages of children (if any) in the family
• Psychological
can have a significant effect on buying
behaviour
• Roles and status
The person’s position each group can be
defined in terms of role and status. A role
consists of the activities people are
expected to perform according to the
people around them
Copyright © 2008 Pearson Education Canada 6-9 Principles of Marketing, Seventh Canadian Edition
Factors Affecting Consumer Behaviour
• Cultural • Age and life-cycle stage
• Social • Occupation
• Personal • Economic situation
• Psychological • Lifestyle
– AIO - Activities, interests and opinions
– Lifestyle segmentation
• Personality and self-concept
Copyright © 2008 Pearson Education Canada 6-10 Principles of Marketing, Seventh Canadian Edition
Copyright © 2008 Pearson Education Canada 6-11 Principles of Marketing, Seventh Canadian Edition
Factors Affecting Consumer Behaviour
• Motivation
– A need that drives the person to seek
• Cultural satisfaction of the need
• Social • Perception
• Personal
• Psychological – The process by which people select,
organize, and interpret information
• Learning
– Changes in an individual’s behaviour
arising from experience
• Beliefs
– A descriptive thought about something
based on real knowledge, opinion, or faith
• Attitudes
– A person’s consistently favourable or
unfavourable evaluations, feelings, and
tendencies towards something
Copyright © 2008 Pearson Education Canada 6-12 Principles of Marketing, Seventh Canadian Edition
Copyright © 2008 Pearson Education Canada 6-13 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
Copyright © 2008 Pearson Education Canada 6-14 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
• Need Recognition
– Triggered by internal (person’s normal needs) or
external stimuli (advertisements, friends)
– Must reach an intensity high enough to become a
drive
Copyright © 2008 Pearson Education Canada 6-15 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
• Information Search
– Influenced by level of involvement (interest) in the
decision
– Memory (internal) search
– External search: personal, commercial, public,
experiential sources of information
– Word-of-mouth sources are most influential
(credibility)
Copyright © 2008 Pearson Education Canada 6-16 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
• Evaluation of Alternatives
– Evaluation procedure depends on the consumer
and the buying situation
– Attributes and importance weights are chosen as
criteria
– Alternatives compared against the criteria
• Marketers should study buyers to find out how they
actually evaluate brand alternatives. If marketers
know what evaluative processes go on, they can take
steps to influence the buyer’s decision.
Copyright © 2008 Pearson Education Canada 6-17 Principles of Marketing, Seventh Canadian Edition
Evaluation of Alternatives
Consumer May Use Careful
Calculations & Logical Thinking
Consumers May Buy on Impulse and
Rely on Intuition
Consumers May Make Buying Decisions
.on Their Own
Consumers May Make Buying Decisions
.Only After Consulting Others
Marketers Must Study Buyers to Find Out
How They Evaluate Brand Alternatives
Copyright © 2008 Pearson Education Canada 6-18 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
Purchase Decision: Two factors intercede
between purchase intentions and the actual
decision:
• Attitudes of others : For example : if someone important
to you thinks that you should buy the lowest priced car, then the chances of
you buying a more expensive car are reduced
• Unexpected situational factors :For example : the
economy might take a turn for the worse, a close competitor might drop its
price, or a friend might report being disappointed in your preferred choice) .
Copyright © 2008 Pearson Education Canada 6-19 Principles of Marketing, Seventh Canadian Edition
The Buyer Decision Process
• Postpurchase Behaviour :
What the consumer thinks and does after
purchasing and using the product or service
Satisfaction: relationship between consumer’s
expectation and product’s perceived
performance
Delighted consumers engage in positive word-of-mouth.
Cognitive dissonance : Buyer discomfort caused by
postpurchase conflict.
Copyright © 2008 Pearson Education Canada 6-20 Principles of Marketing, Seventh Canadian Edition
Buyer Decision Process
for New Products
• New Products
– Good, service or idea that is perceived by customers as
new.
• The Adoption Process
– Mental process through which an individual passes from
first hearing about an innovation to final adoption.
• Five Stages in the Adoption Process
– Awareness, interest, evaluation, trial, and adoption.
Copyright © 2008 Pearson Education Canada 6-21 Principles of Marketing, Seventh Canadian Edition
Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Copyright © 2008 Pearson Education Canada 6-22 Principles of Marketing, Seventh Canadian Edition
Buyer Decision Process
for New Products
• Individual Differences in Innovativeness
– Consumers can be classified into five adopter
categories, each of which behaves differently
toward new products.
Copyright © 2008 Pearson Education Canada 6-23 Principles of Marketing, Seventh Canadian Edition
Influence of Product Characteristics
on Rate of Adoption
Communicability Relative Advantage
Can results be easily Is the innovation
observed or described superior to existing
?to others ?products
Product Compatibility
Characteris Does the innovation
Divisibility tics fit the values and
Can the innovation
experience of the
be used on a
?target market
?trial basis
Complexity
Is the innovation
difficult to
?understand or use
Copyright © 2008 Pearson Education Canada 6-24 Principles of Marketing, Seventh Canadian Edition
Business Markets and
Business Buyer
Behaviour
Copyright © 2008 Pearson Education Canada 6-25 Principles of Marketing, Seventh Canadian Edition
What is a Business Market?
• Business Buyer Behavior refers to the buying
behavior of all the organizations that buy
goods and services for use in the production of
other products and services that are sold,
rented, or supplied to others.
• The business market is huge and involves
many more dollars and items do consumer
markets.
Copyright © 2008 Pearson Education Canada 6-26 Principles of Marketing, Seventh Canadian Edition
Characteristics of Business Markets
Market Structure and Demand
• Fewer, larger buyers
• Demand derived from consumers
• Fluctuating demand
Nature of the Buying Unit
B to B purchase Involves more professional
purchasing effort and many participants
Types of Decisions & the
Decision Process
• More complex decisions
• Process is more formalized
• Buyer and seller are more
dependent on each other
• Build close long-term relationships
with customers
Copyright © 2008 Pearson Education Canada 6-27 Principles of Marketing, Seventh Canadian Edition
Model of Business Buyer Behavior
Product Economic
Price Technological
Other Stimuli
Place Marketing and Political
Promotion Cultural
Organizational The Buying Center
Interpersonal
Influences and Individual
Buying Decision
Process
Influences
The Buying Organization
Product or Service Delivery Terms
Choice Buyer’s Response and Times
Supplier Choice Service Terms
Order Quantities Payment
Copyright © 2008 Pearson Education Canada 6-28 Principles of Marketing, Seventh Canadian Edition
Business Buying Situations
• Straight rebuy : A business buying situation in
which the buyer routinely reorders something
without any modifications.
• Modified rebuy : A business buying situation in
which the buyer wants to modify product
specifications, prices, terms, or suppliers.
• New task : A business buying situation in which the
buyer purchases a product or service for the first
time.
Copyright © 2008 Pearson Education Canada 6-29 Principles of Marketing, Seventh Canadian Edition
Participants in the Business Buying Process
Buying Center The decision-making unit of a buying organization. It consists of
all the individuals and units that play a role in the purchase
decision-making process.
The buying center includes all members of the organization who
play any of five roles in the purchase decision process :
1. Users Members of the buying organization who will actually use the
purchased product or service
2. Deciders People in an organization’s buying center who have formal or
informal power to select or approve the final suppliers
3. Buyers People in an organization’s buying center who make an actual
purchase
4. Influencers People in an organization’s buying center who affect the buying
decision; they often help define specifications and also provide
information for evaluating alternatives
5. Gatekeepers People in an organization’s buying center who control the flow of
information to others. ( for example : purchasing agent, technical
Copyright © 2008 Pearson Education Canada 6-30 Principles of Marketing, Seventh Canadian Edition
Principles of Marketing, Seventh Canadian Edition 6-31 Copyright © 2008 Pearson Education Canada
Buyers
Individual
& Age, Education, Job Position, Personality
Risk Attitudes
Interpersonal
& Authority, Status, Empathy
Persuasiveness
Organizational
,Objectives, Policies, Procedures
Structure, & Systems
Environmental
Economic, Technological, Political, Competitive
Buyer Behavior
Major Influences on Business
Principles of Marketing, Seventh Canadian Edition 6-32 Copyright © 2008 Pearson Education Canada
Performance Review
Order Routine Specification
Supplier Selection
Proposal Solicitation
Supplier Search
Product Specification
General Need Description
Problem Recognition
Buying Process
Stages of the Business
