Post on 19-Jan-2016
CHAPTER FIVE
Final Consumers and Their Buying Behavior
CHAPTER FIVE
Final Consumers and Their Buying Behavior
TotalIncome
TotalIncome
Different Types of Spending
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TotalIncome
TotalIncome
TaxesTaxes
NecessitiesNecessities
DiscretionaryIncome
DiscretionaryIncome
lessless
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Changing US Income Patterns
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Income Dimensions of the US MarketExhibit 5-1
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How We Will View Consumer BehaviorExhibit 5-2
WantsWantsWantsWants
NeedsNeedsNeedsNeeds
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Psychological Influences within an Individual
DrivesDrives
Consumers seek benefits to match Consumers seek benefits to match needs and wants!needs and wants!
DrivesDrives
Physiological Needs
Several Needs at the Same Time
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Safety Needs
Social Needs
PersonalNeeds
InterestsInterests
ActivitiesActivitiesActivitiesActivities
InterestsInterests
Personality and Lifestyle Analysis
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Personality: How People See Things
Personality: How People See Things
OpinionsOpinions
Selective Exposure
Selective Exposure
Selective Perception
Selective Perception
Selective Exposure
Selective Exposure
Selective Perception
Selective Perception
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Perception Determines What Consumers See and Feel
Selective Retention
Selective Retention
DriveDriveDriveDrive
CuesCuesCuesCues
ResponseResponseResponseResponse
Operant Conditioning (Learning)
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ReinforcementReinforcement
Unconditioned Stimulus
Unconditioned Stimulus
UnconditionedResponse
UnconditionedResponse
Classical Conditioning (Learning)
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Conditioned Stimuluse
Conditioned Stimuluse
ConditionedResponse
ConditionedResponse
Work with Existing Attitudes
Work with Existing Attitudes
Work with Existing Attitudes
Need To Understand Attitudes &
Beliefs
Need To Understand Attitudes &
Beliefs
Need To Understand Attitudes &
Beliefs
Belief: An Opinion
Belief: An Opinion
Belief: An Opinion
Attitude: A Point of ViewAttitude: A
Point of ViewAttitude: A
Point of ViewAttitude: A
Point of View
Attitudes Relate to Buying
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Ethical Issues May Arise
Ethical Issues May Arise
Ethical Issues May Arise
Meeting Expectations Is Important
Meeting Expectations Is Important
KeyConcepts
KeyConcepts
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Grid of Evaluative Criteria HelpsExhibit 5-9
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The Family Life CycleExhibit 5-7
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Simple Approaches for Measuring Social Class in the U.S.
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Income Is Not the Main Determinant!Income Is Not the Main Determinant!
OccupationOccupation EducationEducation Type of HousingType of Housing
Location of Housing
Location of Housing
Reference GroupsReference GroupsReference GroupsReference Groups
Opinion LeadersOpinion Leaders
Other Social Influences
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Purchase Reason
Purchase Reason
Time Available
Time Available
Purchase Reason
Purchase Reason
Time Available
Time Available
Individuals Are Affected by the Purchase Situation
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Physical Surroundings
Physical Surroundings
Need-want AwarenessNeed-want Awareness
Information SearchInformation Search
Set CriteriaSet Criteria
Decide on SolutionDecide on Solution
Purchase ProductPurchase Product
Need-want AwarenessNeed-want Awareness
Information SearchInformation Search
Set CriteriaSet Criteria
Decide on SolutionDecide on Solution
Social InfluencesSocial InfluencesPsychological Variables
Psychological Variables
Purchase Situation
Purchase Situation
Consumers Use Problem Solving Processes
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Three Levels of Problem Solving Are Useful
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Routinized Response Behavior
Routinized Response Behavior
Low involvementFrequently purchasedInexpensiveLittle riskLittle information
Limited Problem Solving
Limited Problem Solving
Extensive Problem Solving
Extensive Problem Solving
High involvementInfrequently purchased
Expensive High risk
Much information desired
Low involvement High involvement
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Limited or Extensive Problem Solving?
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Several Processes Are Relevant to Strategy Planning
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• Discretionary income
• Needs
• Wants
• Drive
• Perception
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Key Terms
• Selective exposure
• Selective perception
• Selective retention
• Learning
• Cues
• Response
• Reinforcement
• Attitude
• Belief
• Expectation
• Psychographics
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• Social class
• Reference group
• Opinion leader
• Consideration set
• Extensive problem solving
• Limited problem solving
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Key Terms
• Routinized response behavior
• Low-involvement purchases
• Adoption process
• Dissonance