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Marketing 333

Marketing 333. Chapter 5 Final Consumers and their Buying Behavior. What is Consumer Behavior?. Activities people engage in when selecting, purchasing, and using products so as to satisfy needs and desires. Marketing Mixes. All Other Stimuli. Psychological Variables. Social Influence.

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Marketing 333

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  1. Marketing 333 Chapter 5 Final Consumers and their Buying Behavior

  2. What is Consumer Behavior? Activities people engage in when selecting, purchasing, and using products so as to satisfy needs and desires.

  3. Marketing Mixes All Other Stimuli Psychological Variables Social Influence Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Purchase Reason Time Surroundings Person Making Decision Problem-Solving Process Person Does or Does Not Purchase (Response) A Model of Buyer Behavior Exhibit 5-2 5-5

  4. Individual Factors Affecting Decision-Making • Motivation • Perception • Learning • Attitudes • Personality

  5. Maslow’s Hierarchy of Needs Self-Actualization Esteem Social Safety Physiological

  6. Individual Factors: Perception Perception: Processing of interpreting sensations and giving meaning to stimuli. • Selective exposure • Selective perception • Selective retention

  7. Individual Factors: Learning Learning: Any change in behavior or cognition that results from experience or an interpretation of experience. Learning Theories: • Operant Conditioning • Reinforcement

  8. Individual Factors: Attitudes Attitude: An individual’s general affective, cognitive, and intentional responses toward a given object, issue, or person. ffective ehavioral ognitive

  9. Individual Factors: Personality Personality: Fundamental disposition of an individual; distinctive patterns of thought, emotion, and behavior that characterize an individual’s response to the situations of his or her life.

  10. Psychographics • AIOs • Lifestyles

  11. Interpersonal Factors: Family Family: A group of two or more persons related by birth, marriage, or adoption and residing together.

  12. Interpersonal Factors: Social Class Social Class: Group of people with similar levels of prestige, power, and wealth who also share a set of related beliefs, attitudes, and values.

  13. Upper-class 1.5% Upper-middle class 12.5% Lower-middle class 32% Upper-lower (“working”) class 38% 15% Lower-lower class Social Class Dimensions Exhibit 5-8 5-10

  14. Interpersonal Factors: Reference Groups Reference group: Group that influences an individual because that individual is a member or aspires to be a member of that group.

  15. Interpersonal Factors: Reference Groups Types of reference groups: • Membership group • Voluntary membership group • Aspirational group

  16. Interpersonal Factors: Culture Culture: Values, beliefs, and customary behaviors learned and shared by members of a society.

  17. Interpersonal Factors: Subculture Subculture: A culture within a culture • Ethnicity • Age • Regions

  18. Purchase Reason ??????? ??????? ??????? ??????? ??????? Time Surroundings Purchase Situation Influences 5-12

  19. Decision-Making Process Step 1: Problem Recognition Step 2: Information Search Step 3: Evaluation of Alternatives Step 4: Purchase Decision Step 5: Post-purchase Evaluation

  20. Decision-Making Process Problem Recognition Awareness that there is a discrepancy between an actual and a desired condition. My car has died!

  21. Decision-Making Process Information Search. Internal and external search for information to make a decision.

  22. Decision-Making Process: Information Search Perceived risk: Consumer’s uncertainty about the consequences of future actions. Types of risk: • Performance risk • Financial risk • Physical risk • Social risk

  23. Internal Search: Scan memory External Search: Shopping Personal sources Public media Advertisements Decision-Making Process: Information Search

  24. Decision-Making Process Evaluation of Alternatives. Determine choice criteria to evaluate product alternatives. Lots of storage Performance Variety of colors Safety

  25. Decision-Making Process Purchase Decision Choose which brand to buy or not to buy I’ll take that one.

  26. Decision-Making Process Post-purchase Evaluation • Purchase satisfaction • Cognitive dissonance Why did I buy such an expensive car?

  27. Situations Surrounding the Decision Process • Routinized Problem Solving • Limited Problem Solving • Extensive Problem Solving

  28. Decision-Making Process: High Involvement Products Problem still faced Don’t Buy Problem Recognition Extensive information search Extensive weighing of alternatives Purchase decision Post- purchase evaluation Buy

  29. Decision-Making Process: Low Involvement Products Postpurchase consumption; minimal evaluation Problem Recognition Minimal information search Purchase decision

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