Marketing 333

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


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!


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


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


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.


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

Marketing 333

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