Principles of Marketing

BA 3365 Section 006

Consumer Behavior

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005

CONSUMER BEHAVIOR55

CHAPTER

• Outline the stages in the consumer decision process.

• Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Explain how psychological influences affect consumer behavior, particularly purchase decision processes.

• Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

AFTER READING THIS CHAPTERYOU SHOULD BE ABLE TO:

– SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER

• Consumer behavior

CONSUMER BEHAVIOR

Purchase decision process

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-2FIGURE 5-2 Consumer Reports’ evaluation of portable compact disc players (abridged)

• Alternative Evaluation: Assessing Value

• Evaluative criteria• Evoked set

• Purchase Decision: Buying Value

• Postpurchase Behavior: Value in Consumption or Use

• Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

• Involvement and Problem-Solving Variations

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-3FIGURE 5-3 Comparison of problem-solving variations

• Involvement and Problem-Solving Variations (cont)– Routine Problem Solving– Limited Problem Solving– Extended problem Solving– Involvement and Marketing Strategy

• Situational Influences

CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-4FIGURE 5-4 Influences on the consumer purchase decision process

• Motivation and Personality– Motivation– Personality

• National character• Self-concept

• Perception– Selective Perception– Subliminal perception– Perceived Risk

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

FIGURE FIGURE 5-55-5 Hierarchy of needs

• Learning– Behavioral Learning– Cognitive Learning– Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Values, Beliefs, and Attitudes– Attitude Formation

• Attitude• Beliefs

– Attitude Change

• Lifestyle

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

VALSTM psychographic segments

• Personal Influence– Opinion Leadership– Word of Mouth

• Reference Groups

• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

FIGURE 5-7FIGURE 5-7 Modern family life cycle

• Social Class

• Culture and Subculture– African-American Buying Patterns– Hispanic Buying Patterns– Asian Buying Patterns

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR