Consumer Buying Behaviour and Decision Making

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Consumer Buying Behavior andConsumer Buying Behavior andDecision MakingDecision Making

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Examples of Economic Needs

Economy of purchase or useConvenience

Efficiency in operation or useDependability in useImprovement in earnings

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M arketing M ixes All other stimuli

Psychological variablesMotivation

PerceptionLearning

AttitudePersonality/lifestyle

Social InfluencesFamily

Social classReference groupsCulture

Purchase SelectionPurchase reasonTimeSurroundings

Problem-solving process

Person does or does not purchase (response)

Person makingdecision

A M odel of Buyer Behavior

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Psychological (intra-personal) Variables

MotivationPerceptionLearningAttitudes and beliefsPersonalityLifestyle (psychographics)

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T he PSSP Hierarchy of Needs

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O rtho T ri-Cycle ad

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SELEC TI VEPR O CESSES

Selective retention Selective perception

Selective e posure

Selective process

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Social (intra-personal) Influenceson Consumers

FamilyReference groupsSocial classCulture and subculture

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Re l tiv e iz e G r u e ( bbr e vi t ed) r t e ri ti

U pper-class

U pper-middleclass

Lower-middleclass*

U pper-lower (³working´) class*

Lower-lower class

1.5%

12.5%

32%

38%

16%

People from old ealthy families andsocially prominent ne rich...

Small business people, teachers,office orkers, technicians--thetypical hite collar orkers...

The blue collar orkers--factoryorkers, skilled laborers, and service

people«most earn good incomes...

Unskilled laborers and people in verylo status occupations

* America¶s ³mass market´

Characteristics and Relative Size of Different SocialClass Groups in the U nited States

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Characteristics and Attitudes of M iddle andLower Classes

Middle classes ± Plan and save for the

future ± Analyze alternatives

± Understand how theworld works

± Feel they haveopportunities

± Willing to take risks ± Confident about

decision making ± Want long-run quality

or value

Lower classes ± Live for the present ± "Feel" what is "best" ± Have simplistic ideas

about how things work ± Feel controlled by the

world ± "Play it safe"

± Want help with decisionmaking

± Want short-runsatisfaction

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Drive

Cues

Response

Reinforcement

T he Learning Process

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W hite W ave Silk and CardioLinks ads

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Psychological variables

MotivationPerceptionLearning

Attitude

Personality/lifestyle

Social influences

FamilySocial classReference groupsCulture

Purchase situation

Purchase reasonTimeSurroundings

M arketing M ixes All other stimuli

Response

eed- ant a areness

Routinized response

Search for information

Set criteria and evaluatealternative solutions

ecide on solution

Purchase productPostponedecision Postpurchase

evaluation

Feedback of information

as attitudes

Person makingdecisions

An Expanded M odel of the Consumer Problem-Solving Process