Copyright 2000 Prentice Hall 6-1 Chapter 6 Why People Buy: Consumer Behavior
Jan 06, 2018
Copyright 2000 Prentice Hall6-1
Chapter 6
Why People Buy: Consumer Behavior
Copyright 2000 Prentice Hall6-2
What is Consumer Behavior?
It is the process involved when It is the process involved when individuals or groups select, individuals or groups select,
purchase, use, and dispose of purchase, use, and dispose of goods, services, ideas, or goods, services, ideas, or
experiences, to satisfy needs and experiences, to satisfy needs and desires.desires.
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Involvement and Decision Making
Extended Problem Solving
(Car)
LimitedProblem Solving
(Clothing)
HabitualDecision Making
(Soda)LowInvolvement
High Involvement
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The Decision Making Process
Problem Recognition
Information Search
Evaluation of Alternatives
Product Choice
Postpurchase Evaluation
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The Decision Making ProcessStep 1. Problem Recognition
Consumer's Desired
State
Consumer’s Current
State
Consumer Sees a Significant Difference Between His Current State of Affairs and Some Desired State of Affairs.
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The Decision Making ProcessStep 2. Information Search
The Process Where a Consumer Searches for Appropriate Information to Make a Reasonable Decision.
Brandon Might Search for Information from:
His Memory
His Friends’ Recommendations
Brochures from Car Dealers
TV Commercials
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The Decision Making ProcessStep 3. Evaluation of Alternatives
Evaluative CriteriaPossible Cars
Chevrolet GeoChrysler NeonHonda Civic del Sol
PriceGas mileageRoominessColor & Design
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The Buyer Decision ProcessStep 4. Product ChoiceStep 4. Product Choice
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Brand Loyalty
Heuristic
Country-of-
OriginHeuristic
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The Decision Making ProcessStep 5. Postpurchase Evaluation
Consumer’s Expectations of Product Quality and Performance
Dissatisfied CustomerSatisfied Customer!
Product’s Perceived Performance Standard
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Internal Influences on Consumer Decisions
Factors Affecting Consumer Behavior:Factors Affecting Consumer Behavior:PersonalPersonal
Perception
Motivation
Attitudes
LearningPersonality
Lifestyles
Age Groups Internal Factors
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How people select,organize, & interpretinformation from the
world.
Internal Influences on Consumer Decisions: Perception
ExposureHave you seen it?
Perceptual Selection Did you pay attention
to it?
Interpretation What does it mean to you?
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Maslow’s Hierarchy of Needs
Ego NeedsPrestige, status
BelongingnessLove, friendship, acceptance by others
SafetySecurity, shelter, protection
Physiological water, sleep, food
Self Actualization
Self-fulfillment
Lower-Level Needs
Upper-Level Needs
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A Relatively Permanent Change in Consumer Behavior Caused by Acquired Information or
Experience.
• Behavioral Learning– Classical conditioning– Operant conditioning
• Cognitive Learning
Internal Influences on Consumer Decisions: Learning
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Internal Influences on Consumer Decisions: Attitudes
AffectOverall Feeling
About a Product
CognitionBeliefs &
Knowledge About the Product
BehaviorAction by
Buying or Using the Product
An Attitude is a Lasting Evaluation of a Person, Object, or Issue. Components of
Attitudes Include:
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Other Internal Influences on Consumer Decisions
Personality Characteristics
Innovativeness Sociability
Self-Confidence
Lifestyle Identification - Psychographics
Activities Opinions
Interests
Self-Concept
Age Groups
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Situational Influences on Consumer Decisions
The Physical Environment includes such elements as:– arousal - dull or exciting,– pleasurable surroundings,– decor, smells, temperature,– in-store displays.
Time available to make a decision; may include a sense of time poverty.
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SSocial Influences on Consumer Decisions
Subculture• Group within a society
whose members share a distinctive set of beliefs, characteristics, or experiences.
• Religious Groups• Racial/ Ethnic Groups• Regional Groups
Social Class• Refers to the overall rank of
people in a society.• Measured by: Occupation,
Income, Education, & Wealth.
• Common tastes in clothing, decorating styles, & leisure activities.
Culture is the Values, Beliefs, Customs, and Tastes Valued by a Group of People.
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Social Influences on Consumer Decisions: Groups
Reference Groups are people that have a significant effect on an individual’s evaluations, aspirations, or behavior.
Can cause conformity where a person changes as a reaction to real or imagined group pressure. – Some of the strongest pressures to conform
come from our sex roles.
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Social Influences on Social Influences on Consumer Decisions: GroupsConsumer Decisions: Groups
An opinion leader is a person who influences others’ attitudes or behaviors.
They are valuable information sources because they are:– knowledgeable about a product category,– among the first to buy new products, and– likely to tell both positive and negative
information about product performance.
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Chapter Summary Explain why understanding consumer behavior is
important to organizations. Explain the prepurchase, purchase, and
postpurchase activities consumers engage in when making decisions.
Describe how internal factors influence consumers’ decision-making processes.
Understand how situational factors at the time and place of purchase may influence consumer behavior.
Describe how consumers’ relationships with other people influence their decision-making processes.