consumer behavior - ch 6

8/3/2019 Consumer Behavior - Ch 6

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Why People Buy:

Consumer Behavior


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The Consumer Decision Process

Problem Recognition

Information Search

Alternative Evaluation

Product Choice

Post purchase Evaluation


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Problem Recognition

Occurs whenever a consumer recognizes a

difference between the current state and the

ideal or desired state

Internal cues - consumers recognize state of

discomfort

External cues - marketers may stimulateconsumers to recognize problem


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Information Search

Consumer checks memory and surveys

environment to identify what options are

available

Sources might include personal experience

and knowledge, friends, advertising, web

sites, and magazines.


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Evaluation of Alternatives

Identify consideration set

Narrow list and compare pros and cons

Use evaluative criteria to decide among

remaining choices


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Product Choice

People may ultimately make the choice

based on heuristics

Heuristics represent rules of thumb

brand loyalty

country of origin

liking


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Post purchase Evaluation

How good a choice was it?

Customer satisfaction/dissatisfaction

buyers remorse

Ultimately affects future decisions and word

of mouth communication


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Consumer Decision Making Influences

Internal Influences:

Perception

Motivation

Learning

Attitudes

Personality

Age groups

Lifestyle

Situational Influences:

Physical Environment

Time

Social Influences:

Culture, Social class

Group memberships

Decision

Process

PURCHASE


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Internal Influences

Perception

Motivation

Learning

Attitudes

Personality Age

Lifestyle


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Perception

Process by which people select, organize,

and interpret information

Exposure: stimulus must be within sensory

receptors to be noticedPerceptual Selection: consumers will pay

attention to some stimuli and not to others

Interpretation: consumers assign meaning tostimuli


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Motivation

An internal state that drives us to satisfy

needs

Once we activate a need, a state of tension

exists that drives the consumer to some goal

that will reduce this tension and eliminate

the need Consequently, only unmet needs motivate


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Maslows Hierarchy of Needs

Self-

Actualization

Ego Needs

Belongingness

Safety

Physiological


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Learning

A change in behavior caused by informationor experience

Behavior learning theories assume learning

takes place as the result of connectionsformed between events

Cognitive learning occurs when consumers

make a connection between ideas or byobserving things in their environment


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Attitudes

A lasting evaluation of a person, object, or

issue

3 components of attitudes

affect

cognition

behavior


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Personality

The set of unique psychological

characteristics that consistently influences

the way a person responds to situations inthe environment

Innovativeness

Self-confidenceSociability


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Family Life Cycle

Related to age groups, our purchases also

depend on our current position in the family

life cyclestages through which family members pass as

they grow older


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Lifestyles

Pattern of living that determines how people

choose to spend their time, money, energy and

reflects their values, tastes, and preferences

Expressed through preferences for sportsactivities, music interests, and political opinions

Psychographics is the segmentation tool used to

group consumers according to AIOs


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SRIs VALS Descriptions


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Situational Influences

Physical Environment

arousal

pleasure

Time

time poverty


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Social Influences

Culture and Subcultures

Social Class

Group Behavior and Reference Groups

Opinion Leaders


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Cultures and Subcultures

Culture is the values, beliefs, customs, and

tastes produced and valued by a group of

people A subculture is a group coexisting with

other groups in a larger culture whose

members share a distinctive set of beliefs orcharacteristics


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Social Class

Social class is the overall rank of people in

a society

People in the same class tend to havesimilar occupations, similar income levels,

share common tastes in clothes, decorating

styles, and leisure activities. They mayshare political and religious beliefs.


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Reference Groups

A reference group is a set of people aconsumer wants to please or imitate

The group can be composed of oneperson, a few people, or many people. They

may be people you know or dont know Conformity is at work when people change as a

reaction to real or imagined group pressure

Sex roles are societys expectations regarding

appropriate attitudes, behaviors, and appearances formen and women


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Opinion Leaders

A person who influences others attitudes or

behaviors because they are perceived as

possessing expertise about the product

consumer behavior - ch 6

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