Chapter 6:

Behavioral Dimensions of the Consumer Market

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

6-2

Chapter 6 Objectives

When you finish this chapter, you should

1 . Understand the economic buyer model of buyer behavior.

2.

3.

Understand how psychological variables affect an individual’s buying behavior.

Understand how social influences affect an individual’s and household’s buying behavior.

4.

See why the purchase situation has an effect on consumer behavior.

5.

6.

Know how consumers use problem-solving processes.

Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.

7. Understand the important new terms.

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

A Model of Buyer Behavior

Marketing Mixes All Other Stimuli Psychological Variables Motivation Perception Learning Attitude Personality/Lifestyle Social Influence Family Social Class Reference Groups Culture Purchase Situation Purchase Reason Time Surroundings Person Making Decision Problem-Solving Process Exhibit 6-1 6-3 Person Does or Does Not Purchase (Response)

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

6-4

The PSSP Hierarchy of Needs

Personal Needs Social Needs Safety Needs Physiological Needs

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6-5

The Learning Process

Drive Cues Response Reinforcement

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6-6

Lifestyle Dimensions

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Activities Interests Opinions

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Social Class Dimensions

Exhibit 6-6 6-7 1.5% 12.5% 16% 32% 38% Upper-class Upper-middle class Lower-middle class Upper-lower (“working”) class Lower-lower class

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6-8

Purchase Situation Influences

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Purchase Reason Time Surroundings

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The Consumer Problem Solving Process

Marketing mixes All other stimuli Psychological Variables Person making decision Social Influences Purchase Situation Need-want Awareness Routinized Response Information Search Set Criteria Feedback of information as attitudes Decide on Solution Purchase Product Postpone Decision Exhibit 6-7 6-9 Response Postpurchase Evaluation

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Levels of Problem Solving

Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behavior Limited Problem Solving High involvement Infrequently purchased Expensive High risk Much information desired Extensive Problem Solving Low Involvement Involvement Continuum High Involvement Exhibit 6-9 6-10

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6-11

The Adoption Process

Awareness Interest Evaluation Trial Decision Confirmation

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Relating the Processes

Problem-solving steps Adoption process steps 1. Becoming aware of or interested in the problem Awareness and interest 2. Gathering information about possible solutions 4. Deciding on the appropriate solution Interest and evaluation 3. Evaluating alterative solutions Evaluation, maybe trial Decision 5. Evaluating the decision Confirmation Learning steps Drive Cues Reinforcement Response 6-12

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill

Key Terms

Economic Buyers Economic Needs Needs Wants Drive Physiological Needs Safety Needs Social Needs Personal Needs Perception Selective Exposure Selective Perception Selective Retention Learning Cues Response Reinforcement Attitude Belief Expectation Psychographics Lifestyle Analysis Social Class Reference Group Opinion Leader Culture Extensive Problem Solving Limited Problem Solving Routinized Response Behavior Low-involvement Purchases Adoption Process Dissonance 6-13

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© The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill