MarketingManagement.pdf

88 CHAPTER5ANALYZINGCONSUMERMARKETS ANDBUYERBEHAVIOR

mix elements. This chapter explores individual consumers’ buying dynamics; the next

chapter explores the buying dynamics of business buyers.

HOW AND WHY CONSUMERS BUY

The starting point for understanding consumer buying behavior is the stimulus-

response model shown in Figure 3-1. As this model shows, both marketing and envi-

ronmental stimuli enter the buyer’s consciousness. In turn, the buyer’s characteristics

and decision process lead to certain purchase decisions. The marketer’s task is to

understand what happens in the buyer’s consciousness between the arrival of outside

stimuli and the buyer’s purchase decisions.

As this model indicates, a consumer’s buying behavior is influenced by cultural,

social, personal, and psychological factors.

Cultural Factors Influencing Buyer Behavior

Culture, subculture, and social class are particularly important influences on con-

sumer buying behavior.

➤ Culture. Cultureis the most fundamental determinant of a person’s wants and

behavior. A child growing up in the United States is exposed to these broad cultural

values: achievement and success, activity, efficiency and practicality, progress,

material comfort, individualism, freedom, external comfort, humanitarianism, and

youthfulness.^2

➤ Subculture. Each culture consists of smaller subcultures that provide more specific

identification and socialization for their members. Subcultures include nationalities,

religions, racial groups, and geographic regions. Many subcultures make up

important market segments, leading marketers to tailor products and marketing

programs to their needs. Latinos, for example, the fastest-growing U.S. subculture,

are targeted by Dallas-based Carnival Food Stores, among other marketers. Dallas is

one of the top 10 cities in terms of Latino population, and when the chain uses

Spanish language promotions, customers are more responsive. Marketers are

targeting another subculture, African Americans, because of its hefty $500 billion in

purchasing power. Hallmark, for instance, created its Mahogany line of 800 greeting

cards especially for African Americans. Age forms subcultures, as well; the 75 million

Americans in the 50-plus market are being targeted by marketers such as Pfizer,

which airs ads showing how its medications help seniors live life to the fullest.^3

Figure 3-1 Model of Consumer Buyer Behavior