CONSUMER BEHAVIOR

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CONSUMER BEHAVIOR
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Consumer Behavior
Consumer behavior - the actions a person takes
in purchasing and using products and services,
including the mental and social processes that
come before and after these actions.
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Purchase Decision Process
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Need Recognition
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Information Search Seeking Value

• Internal Search-
• Recall information from memory

• External Search

information from outside environment Non-market
ing controlled Marketing controlled
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FIGURE 5-2 Consumer Reports evaluation of
portable MP3-capable CD players
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Alternative Evaluation
Consideration Set
Analyze product attributes
Use cutoff criteria
Rank attributes by importance
Purchase!
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Post-purchase Behavior- Cognitive Dissonance
Inner tension that a consumer experiences after
recognizing an inconsistency between behavior and
values or opinions.
Cognitive Dissonance
?
Marketing

• Did I make a good decision?
• Did I buy the right product?
• Did I get a good value?

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Involvement and Problem-Solving Variations
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Comparison of problem-solving variations
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When to use Routine Response Behavior
Little involvement in selection

process
Frequently purchased low cost

goods
May stick with one brand

Buy first/evaluate later

Quick decision

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When to use Limited Decision Making
Low levels of involvement

Low to moderate cost goods

Evaluation of a few alternative brands

Short to moderate time to decide

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When to use Extensive Decision Making
High levels of involvement

High cost goods

Evaluation of many brands

Long time to decide

May experience cognitive

dissonance
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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

• Motivation what stimulates behavior to
  satisfy a need

Maslows Hierarchy of Needs
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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

• Perception

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PSYCHOLOGICAL INFLUENCESON CONSUMER BEHAVIOR

• Perceived Risk

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How do consumers make purchase decisions?

• Psychographics the analysis of peoples
  lifestyles

VALS Consumer Segments
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Sociocultural Influences on Consumer Behavior
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SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
Reference groups are people to whom an individual
looks as a basis for self-appraisal or as a
source of personal standards.
Indirect- No Personal Contact
Dissociative
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Why use celebrity spokespersons?
Opinion Leaders
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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

• Family Life Cycle

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SOCIOCULTURAL INFLUENCESON CONSUMER BEHAVIOR

• Family Decision Making

• Decision Maker

• Information Gatherer

• Purchaser

• Influencer

• User

Members assume different roles for different
products Mens clothes? Breakfast
cereal? Computer?
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Consumer Behavior
Consumer behavior consists of the actions a
person takes in purchasing and using products and
services, including the mental and social
processes that come before and after these
actions.
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Purchase Decision Process
The purchase decision process is the stages a
buyer passes through in making choices about
which products and services to buy.
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Involvement
Involvement consists of the personal, social, and
economic significance of the purchase to the
consumer.
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Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
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Perception
Perception is the process by which an individual
selects, organizes, and interprets information to
create a meaningful picture of the world.
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Perceived Risk
Perceived risk represents the anxieties felt
because the consumer cannot anticipate the
outcomes of a purchase but believes that there
may be negative consequences.
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Learning
Learning refers to those behaviors that result
from (1) repeated experience and (2) reasoning.
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Brand Loyalty
Brand loyalty is a favorable attitude toward and
consistent purchase of a single brand over time.
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Attitude
An attitude is a learned predisposition to
respond to an object or class of objects in a
consistently favorable or unfavorable way.
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Beliefs
Beliefs are a consumers subjective perception of
how a product or brand performs on different
attributes based on personal experience,
advertising, and discussions with other people.
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Opinion Leaders
Opinion leaders are individuals who exert direct
or indirect social influence over others.
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Family Life Cycle
The family life cycle describes the distinct
phases that a family progresses through from
formation to retirement, each phase bringing with
it identifiable purchasing behaviors.
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