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CONSUMER CONSUMER BUYING BUYING BEHAVIORBEHAVIORPrinciples of MarketingPrinciples of Marketing

Chapter 7Chapter 7

BUYING DECISION PROCESSBUYING DECISION PROCESS

Problem Recognition (I am hungry)

Information Search (what is available or desired)

Evaluation of alternatives (pick most appealing)

Purchase (actually make exchange for desired item)

Post-purchase evaluation (tastes awesome/hunger solved)

SITUATIONAL INFLUENCESSITUATIONAL INFLUENCES

�Physical surroundings

�Social surroundings

�Time

�Purchase reason

�Buyer’s mood and condition

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SOCIAL INFLUENCESSOCIAL INFLUENCES

�Roles in life

�Family

�Reference groups

�Opinion leaders

�Social classes

�Culture and subcultures

PSYCHOLOGICAL INFLUENCESPSYCHOLOGICAL INFLUENCES

�Perception

�Motives

�Learning

�Attitudes

�Personality and self-concept

�Lifestyles

SHOPPING TYPESSHOPPING TYPES

�The Blitzkrieg Shopper

�The Cinderella Shopper

�The Hysteric

�The Looky-Loo

�The Thrill Seeker

�The Shopaholic� 2 to 8% of US population

Shauna SteinResearch, Markets, and Consumer Behavior

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COUNTRY OF ORIGINCOUNTRY OF ORIGINImpact of Country-of-Origin Dimensions on Product Quality and Design Quality Perceptions Paul Chaoa, *a University of Northern Iowa, Cedar Falls, Iowa USA

RELIEVING COGNITIVE DISSONANCERELIEVING COGNITIVE DISSONANCE

MASLOW’S HIERARCHYMASLOW’S HIERARCHY

SelfSelf--actualization actualization

needsneeds

Esteem needsEsteem needs

Social needsSocial needs

Safety needsSafety needs

Physiological needsPhysiological needs

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MASLOW’S HIERARCHY OF NEEDSMASLOW’S HIERARCHY OF NEEDS

Traditional VersionTraditional Version Asian EquivalentAsian Equivalent

Self-Actualization

Self-Esteem

Social

Safety

Physiological

Status

Admiration

Affiliation

Safety

Physiological

UNETHICAL OR ILLEGAL UNETHICAL OR ILLEGAL MISBEHAVIORMISBEHAVIOR

Types of misbehaviorTypes of misbehavior Motivations

� Shoplifting

� Returning after use under false pretenses

� Counterfeiting or purchase of counterfeited goods

� Pirating or purchase of pirated goods

� Filing false claims to insurance

� Taking things from employer

� Rationalized justification

� Economic reasons

� Peer acceptance

� Thrill-seeking

� Little risk of consequences

� Overconfident in ability to outsmart others.