(11922) Consumer Buying Behaviour
Transcript of (11922) Consumer Buying Behaviour
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CONSUMER BUYING BEHAVIOR
1. To understand consumers level of involvementwith a product and the types of consumerproblem-solving processes
2. To recognize the stages of the consumerbuying decision process
3. To explore how situational influences may affectthe consumer buying decision process
. To understand the psychological influences thatmay affect the consumer buying decisionprocess
!. To examine the social influences that affect theconsumer buying decision process
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" #evel of $nvolvement and %onsumer&roblem-'olving &rocesses
" %onsumer (uying )ecision &rocess" 'ituational $nfluences on the (uying
)ecision &rocess" &sychological $nfluences on the (uying
)ecision &rocess" 'ocial $nfluences on the (uying
)ecision &rocess
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Introduction
" (uying (ehavior * The decision processes and acts of people
involved in buying and using products
" %onsumer (uying (ehavior * (uying behavior of people
who purchase products for
personal use and not forbusiness purposes
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Level of Involvement and Con umer!ro"lem#Solvin$ !roce e
" #evel of $nvolvement * +n individuals intensity of interest in a
product and the importance of the product
for that person" ,outinized ,esponse (ehavior
* The process used when buying fre uently
purchased low-cost items that re uire littlesearch-and-decision effort
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Level of Involvement and Con umer!ro"lem#Solvin$ !roce e
" #imited &roblem 'olving * The process that buyers use when purchasing
products occasionally or when they needinformation about an unfamiliar brand in a familiarproduct category
" /xtended &roblem 'olving * The process employed when purchasing
unfamiliar expensive or infre uently bought
products" $mpulse (uying
* +n unplanned buying behavior resulting from apowerful urge to buy something immediately
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Con umer Bu%in$ &eci ion !roce and!o i"le Influence on t'e !roce
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Con umer Bu%in$ &eci ion !roce
" &roblem ,ecognition * 0ccurs when a buyer becomes aware of a
difference between a desired state and an actualcondition
* ay occur rapidly or slowly
" $nformation 'earch * $nternal search
" (uyers search their memories for information aboutproducts that might solve their problem
* /xternal search" (uyers see information from outside sources
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Con umer Bu%in$ &eci ion !roce
" /valuation of +lternatives * %onsideration set
" + group of brands that the buyer views as
alternatives for possible purchase * /valuative criteria" 0b ective and sub ective characteristics that
are important to a buyer
* 4raming the alternatives" )escribing the alternatives and their attributesin a certain manner to ma e a particularcharacteristic appear more important especiallyto the inexperienced buyer
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Con umer Bu%in$ &eci ion !roce
" &urchase * %hoosing the product or brand to be
bought
* The choice of seller may affect the finalproduct selection.
* 4actors such as terms
of sale price deliveryand warranties mayaffect the sale.
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Con umer Bu%in$ &eci ion !roce
" &ostpurchase /valuation" + buyers doubts shortly after a purchase
about whether the decision was the right one
* (uyers are mostli ely to seereassurance afterthe purchase of anexpensive high-involvement product
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Situational Influence on t'e Bu%in$&eci ion !roce
" 'ituational $nfluences * 4actors that can influence a buyers purchase
decision and may cause the buyer to shortenlengthen the process.
" 'ituational 4actors * &hysical surroundings * 'ocial surroundings * Time perspective * ,eason for purchase * (uyers momentary mood
and condition
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" &sychological $nfluences * 4actors that in part determine peoples
general behavior thus influencing their
behavior as consumers" &erception
* The process of selecting
organizing andinterpreting informationinputs to producemeaning
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" &erceptual 0rganization * 0rganizing and integrating new
information with what is already stored in
memory." %losure occurs when
a person mentally fillsin missing elements in
a pattern or statement
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" $nterpretation * The assignment of meaning to what has
been organized based on what is expected
or what is familiar * +ttempts by mar eters to influenceinterpretation can fail because" consumers bloc out sellers information.
" consumers interpret sellers informationdifferently than intended." consumers discard information that is
inconsistent with prior beliefs.
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" otives * +n internal energizing force that directs a persons
behavior toward satisfying needs or achievinggoals
" aslows 5ierarchy of 6eeds * The five levels of needs that humans are
motivated to see and satisfy from least to mostimportant are
" &hysiological needs7food water sex clothing shelter " 'afety needs7security freedom" 'ocial needs7love affection belonging" /steem needs7respect recognition self-worth" 'elf-actualization needs7personal growth needs
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Ma lo() Hierarc'% of NeedMa lo( "elieved t'at *eo*le ee+ to fulfill five
cate$orie of need ,
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" #earning * %hanges in an individuals thought processes and
behavior caused by information and experience *
(ehaviors that produce satisfying conse uencesare li ely to be repeated.
" %onsumers learn about products by * experiencing the products personally.
* gaining additional product nowledge from seller-provided information.
* indirect information from other purchasers8users.
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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce
" &ersonality and 'elf-%oncept * &ersonality
" + set of behavioral tendencies that result in
consistent patterns of behavior in certainsituations * 'elf-concept 9self-image:
" &erception or view of oneself
" #ifestyles * #ifestyle
" +n individuals pattern of living expressedthrough activities interests and opinions
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Social Influence on t'e Bu%in$ &eci ion!roce
" 'ocial $nfluences * The forces other people affect on ones buying
behavior
" ,ole * +ctions and activities that a person in a particularposition is supposed to perform based onexpectations of the individual and surrounding
persons * ,oles influence both general and buyingbehaviors.
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Social Influence on t'e Bu%in$ &eci ion!roce
" 4amily $nfluences * %onsumer socialization
" 4amily decision-ma ing processes * +utonomic7e ually shared decision-ma ing * 5usband-dominant7husband ma es decisions * ;ife-dominant7wife ma es decisions
* 'yncratic7decisions made ointly
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Social Influence on t'e Bu%in$ &eci ion!roce
" ,eference
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Social Influence on t'e Bu%in$ &eci ion!roce
" 'ocial %lass * +n open group of individuals with similar
social ran
* $ndividuals in the same social class" )evelop common behavioral patterns." 5ave similar attitudes values language
patterns and possessions.
* $nfluences many ma or life decisions * $nfluences shopping patterns and
spending habits
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Social Influence on t'e Bu%in$ &eci ion!roce
" %ulture * The accumulated values nowledge beliefs
customs ob ects and concepts of a society" %ulture influences buying behavior." %ultural changes affect product development
promotion distribution and pricing.
" 'ubcultures *
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After t'i lecture %ou 'ould-
" =nderstand the level of involvement and typesof consumer problem-solving processes
" ,ecognize the stages of the consumer buyingdecision process
" >now how situational influences may affectthe consumer buying decision process
" =nderstand the psychological influences that
may affect the consumer buying decisionprocess" (e familiar with social influences that affect
the consumer buying decision process