Chapter 5 Consumer Decision Making

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Chapter 5Consumer Decision Making
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Consumer Decision-Making Process
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External Information Searches
Need More Information
Need Less Information
More Risk Less knowledge Less product
experience High level of interest
Less Risk More knowledge More product
experience Low level of interest
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Evaluation of Alternatives
Evaluation of ProductsAnalyze product
attributesUse cutoff criteriaRank attributes by
importance
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Postpurchase Behavior
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Types of Consumer Buying Decisions
Routine Response Behavior
Limited Decision Making
Extensive Decision Making
More Involvement
Less Involvement
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Level of Involvement
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Marketing Implications of Involvement

• High-involvement purchases require
• extensive promotion to target market and
• good advertisement

• Low-involvement purchases require in-store
  promotion and eye-catching package design

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Factors Influencing Buying Decisions
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Cultural Influences on Buying Decisions
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Core American Values
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Global Language Blunders

• Chevrolets Nova translated to No Go
• Coors Turn it Loose became Suffer from
  Diarrhea
• Toyotas MR2 sounded like a swearword in French
• Coca-Cola in Chinese means bite the wax tadpole

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Reference Groups
Direct
Indirect
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Family

• Instigators
• Influencers
• Decision-Makers
• Purchasers
• Consumers

Purchase Roles in the Family
Children Influence Purchase Decisions
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Individual Influences
Individual Influences
Gender
Personality Self-Concept Lifestyle
Age Family Life Cycle
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Psychological Influences
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Perception
Process by which people select, organize, and
interpret stimuli into a meaningful and
coherent picture.
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A Consumers Selective Exposure
Exposure to over 250 advertisement messages per
day
Notices only 11 to 20 ads
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Motivation
Maslows Hierarchy of Needs
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Beliefs and Attitudes
An organized pattern of knowledge that an
individual holds as true about his or her world.
Belief
A learned tendency to respond consistently
toward a given object.
Attitude
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Types of Decision Processes
Degree of Level of Purchase
Perceived Time Search
Experience Frequency Risk
Pressure
Extended Limited Routine
Low
Medium
High