The main contents of this chapter include all of the following: Model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, the buyer decision process, the buyer decision process for new products. | Chapter Five Consumer Markets and Consumer Buyer Behavior 1 Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products Topic Outline 2 Consumer buyer behavior : the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Consumer market : all of the personal consumption of final consumers Model of Consumer Behavior Note to Instructor Discussion Question What have you recently purchased that cost over $100? Write down all the reasons you purchased this particular item. Because students are all consumers—it is interesting to start the class with a discussion of products they have recently purchased. When you ask them why they purchased a particular item or product, you can bring them through many topics in this chapter including the characteristics that affect . | Chapter Five Consumer Markets and Consumer Buyer Behavior 1 Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Types of Buying Decision Behavior The Buyer Decision Process The Buyer Decision Process for New Products Topic Outline 2 Consumer buyer behavior : the buying behavior of final consumers, individuals and households, who buy goods and services for personal consumption Consumer market : all of the personal consumption of final consumers Model of Consumer Behavior Note to Instructor Discussion Question What have you recently purchased that cost over $100? Write down all the reasons you purchased this particular item. Because students are all consumers—it is interesting to start the class with a discussion of products they have recently purchased. When you ask them why they purchased a particular item or product, you can bring them through many topics in this chapter including the characteristics that affect consumer behavior (cultural, social, personal, and psychological). You can also try to determine the process they went through including how and where they searched for information and how they evaluated their alternatives. Finally, ask them how they feel about their purchase (postpurchase behavior). This discussion will lead nicely to the next slide which is the Model of Buyer Behavior. 3 Model of Consumer Behavior Note to Instructor Figure Understanding the whys of buying behavior is very difficult. Says one expert, “The mind is a whirling, swirling, jumbled mass of neurons bouncing around ” It is interesting to talk about the buyer’s black box and one of the largest challenges in marketing is to understand what happens in this black box. Students will enjoy this video by Derren Brown. It is unclear how he obtains his results and how scientific this is, but it will certainly have students realize the mystery of the consumer’s brain. 4 Characteristics Affecting Consumer Behavior Factors
