Post on 05-Jan-2016
Marketing 333
Chapter 5
Final Consumers
and their
Buying Behavior
What is Consumer Behavior?
Activities people engage in when selecting, purchasing, and using products so as to satisfy
needs and desires.
Activities people engage in when selecting, purchasing, and using products so as to satisfy
needs and desires.
A Model of Buyer Behavior
5-5
Purchase ReasonTimeSurroundings
PurchaseSituation
MotivationPerceptionLearningAttitudePersonality/Lifestyle
PsychologicalVariables
FamilySocial ClassReference GroupsCulture
SocialInfluence
Problem-Solving Process
Person Does or Does Not Purchase (Response)
Marketing Mixes All Other Stimuli
PersonMakingDecision
Exhibit 5-2
Individual Factors Affecting Decision-MakingIndividual Factors Affecting Decision-Making
Motivation Perception Learning Attitudes Personality
Motivation Perception Learning Attitudes Personality
Maslow’s Hierarchy of NeedsMaslow’s Hierarchy of Needs
PhysiologicalPhysiological
SafetySafety
SocialSocial
EsteemEsteem
Self-ActualizationSelf-Actualization
Individual Factors: PerceptionIndividual Factors: Perception
Perception: Processing of interpreting sensations and giving meaning to stimuli.
Selective exposure Selective perception Selective retention
Perception: Processing of interpreting sensations and giving meaning to stimuli.
Selective exposure Selective perception Selective retention
Individual Factors: LearningIndividual Factors: Learning
Learning: Any change in behavior or cognition that results from experience or an interpretation of experience.
Learning Theories: Operant Conditioning
– Reinforcement
Learning: Any change in behavior or cognition that results from experience or an interpretation of experience.
Learning Theories: Operant Conditioning
– Reinforcement
Individual Factors: AttitudesIndividual Factors: Attitudes
Attitude: An individual’s general affective, cognitive, and intentional responses toward a given object, issue, or person.
Attitude: An individual’s general affective, cognitive, and intentional responses toward a given object, issue, or person.
ffectiveffective
ehavioralehavioral
ognitiveognitive
Individual Factors: PersonalityIndividual Factors: Personality
Personality: Fundamental disposition of an individual; distinctive patterns of thought, emotion, and behavior that characterize an individual’s response to the situations of his or her life.
Personality: Fundamental disposition of an individual; distinctive patterns of thought, emotion, and behavior that characterize an individual’s response to the situations of his or her life.
Psychographics
AIOs Lifestyles
Interpersonal Factors: FamilyInterpersonal Factors: Family
Family: A group of two or more persons related by birth, marriage, or adoption and residing together.
Family: A group of two or more persons related by birth, marriage, or adoption and residing together.
Interpersonal Factors: Social ClassInterpersonal Factors: Social Class
Social Class: Group of people with similar levels of prestige, power, and wealth who also share a set of related beliefs, attitudes, and values.
Social Class: Group of people with similar levels of prestige, power, and wealth who also share a set of related beliefs, attitudes, and values.
Exhibit 5-8
5-10
Social Class Dimensions1.5%
32%
12.5%
38%
15%
Lower-middle class
Upper-middle class
Upper-class
Lower-lower class
Upper-lower (“working”) class
Interpersonal Factors: Reference GroupsInterpersonal Factors: Reference Groups
Reference group: Group that influences an individual because that individual is a member or aspires to be a member of that group.
Reference group: Group that influences an individual because that individual is a member or aspires to be a member of that group.
Interpersonal Factors: Reference GroupsInterpersonal Factors: Reference Groups
Types of reference groups: Membership group Voluntary membership group Aspirational group
Types of reference groups: Membership group Voluntary membership group Aspirational group
Interpersonal Factors: CultureInterpersonal Factors: Culture
Culture: Values, beliefs, and customary behaviors learned and shared by members of a society.
Culture: Values, beliefs, and customary behaviors learned and shared by members of a society.
Interpersonal Factors: SubcultureInterpersonal Factors: Subculture
Subculture: A culture within a culture
Ethnicity Age Regions
Subculture: A culture within a culture
Ethnicity Age Regions
Purchase Situation Influences
SurroundingsSurroundings
TimeTime
Purchase ReasonPurchase Reason??????????????????????????????????????????????????????????????????????
5-12
Decision-Making ProcessDecision-Making Process
Step 1:Step 1:ProblemProblemRecognitionRecognition
Step 2:Step 2:InformationInformationSearchSearch
Step 3:Step 3:EvaluationEvaluationof Alternativesof Alternatives
Step 4:Step 4:PurchasePurchaseDecisionDecision
Step 5:Step 5:Post-purchasePost-purchaseEvaluationEvaluation
Decision-Making ProcessDecision-Making Process
Problem Recognition
Awareness that there is a discrepancy between an actual and a desired condition.
Problem Recognition
Awareness that there is a discrepancy between an actual and a desired condition.
My car hasMy car hasdied!died!
Decision-Making ProcessDecision-Making Process
Information Search.
Internal and external search for information to make a decision.
Information Search.
Internal and external search for information to make a decision.
Decision-Making Process: Information SearchDecision-Making Process: Information Search
Perceived risk: Consumer’s uncertainty about the consequences of future actions.
Types of risk:– Performance risk– Financial risk– Physical risk– Social risk
Perceived risk: Consumer’s uncertainty about the consequences of future actions.
Types of risk:– Performance risk– Financial risk– Physical risk– Social risk
Decision-Making Process: Information SearchDecision-Making Process: Information Search
Internal Search: Scan memory
Internal Search: Scan memory
External Search: Shopping Personal sources Public media Advertisements
External Search: Shopping Personal sources Public media Advertisements
Decision-Making ProcessDecision-Making Process
Evaluation of Alternatives.
Determine choice criteria to evaluate product alternatives.
Evaluation of Alternatives.
Determine choice criteria to evaluate product alternatives.
PerformancePerformance Lots of storageLots of storage
Variety ofVariety ofcolorscolors
SafetySafety
Decision-Making ProcessDecision-Making Process
Purchase Decision
Choose which brand to buy or not to buy
Purchase Decision
Choose which brand to buy or not to buy
I’ll takeI’ll takethat one.that one.
Decision-Making ProcessDecision-Making Process
Post-purchase Evaluation Purchase satisfaction Cognitive dissonance
Post-purchase Evaluation Purchase satisfaction Cognitive dissonance
Why did I buyWhy did I buysuch an expensivesuch an expensivecar?car?
Situations Surrounding the Decision Process
Routinized Problem Solving
Limited Problem Solving Extensive Problem
Solving
Decision-Making Process: High Involvement ProductsDecision-Making Process: High Involvement Products
ProblemProblemRecognitionRecognitionProblemProblemRecognitionRecognition
Extensive Extensive information information searchsearch
Extensive Extensive information information searchsearch
ExtensiveExtensiveweighing ofweighing ofalternativesalternatives
ExtensiveExtensiveweighing ofweighing ofalternativesalternatives
PurchasePurchasedecisiondecisionPurchasePurchasedecisiondecision
Don’tDon’tBuyBuyDon’tDon’tBuyBuy
BuyBuyBuyBuy
ProblemProblemstillstillfacedfaced
Post-Post-purchasepurchaseevaluationevaluation
Decision-Making Process: Low Involvement ProductsDecision-Making Process: Low Involvement Products
ProblemProblemRecognitionRecognitionProblemProblemRecognitionRecognition
MinimalMinimalinformation information searchsearch
MinimalMinimalinformation information searchsearch
PurchasePurchasedecisiondecisionPurchasePurchasedecisiondecision
PostpurchasePostpurchaseconsumption;consumption;minimalminimalevaluationevaluation