C HAPTER

CONSUMER BEHAVIOR

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

•

Outline the stages in the consumer decision process.

•

Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

•

Explain how psychological influences affect consumer behavior, particularly purchase decision processes.

•

Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

•

Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER BEHAVIOR

•

SAVVY AUTOMAKERS KNOW THEIR CUSTOM(HER)

 Consumer behavior © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE DECISION PROCESS

• •

Problem Recognition: Perceiving a Need Information Search: Seeking Value

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE DECISION PROCESS

• • •

Alternative Evaluation: Assessing Value

 Evaluative criteria  Evoked set

Purchase Decision: Buying Value Postpurchase Behavior: Value in Consumption or Use

 Cognitive dissonance © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE DECISION PROCESS

•

Involvement and Problem-Solving Variations

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

CONSUMER PURCHASE DECISION PROCESS

•

Involvement and Problem-Solving Variations (cont)

•

Routine Problem Solving

• •

Limited Problem Solving Extended problem Solving

•

Involvement and Marketing Strategy

•

Situational Influences

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

1.

What is the first step in the consumer purchase decision process?

A: Problem recognition.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

2.

The brands a consumer considers buying out of the set of brands in a product class of which the consumer © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

3.

What is the term for postpurchase anxiety?

A: Cognitive dissonance

.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

•

Motivation and Personality

•

Motivation

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• •

Motivation and Personality (cont)

•

Personality

 National character  Self-concept

Perception

• •

Selective Perception Subliminal perception

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

•

Perception (cont)

•

Perceived Risk

•

Learning

•

Behavioral Learning

• •

Cognitive Learning Brand Loyalty

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

•

Values, Beliefs, and Attitudes

•

Attitude Formation

 Attitude  Beliefs •

Attitude Change

•

Lifestyle

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

1.

The problem with the Toro Snow Pup was an example of selective © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

2.

What three attitude-change approaches are most common?

A: Change beliefs about the extent to which a brand has certain attributes, change the perceived importance of the attributes, and add new attributes © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

3.

What does lifestyle mean?

A: Lifestyle is a mode of living that is identified by how people spend their time and resources (activities), what they consider important in their environment (interests), and what they think of themselves and the world around them (self-concept).

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• • •

Personal Influence

•

Opinion Leadership

•

Word of Mouth Reference Groups Family Influence

• •

Consumer Socialization Family Life Cycle

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

•

Family Influence (cont)

•

Family Decision Making

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• •

Social Class Culture and Subculture

•

African-American Buying Patterns

• •

Hispanic Buying Patterns Asian Buying Patterns

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

1.

What are the two primary forms of personal influence?

A: Opinion leadership and word of mouth

.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

2.

Marketers are concerned with which types of reference groups?

A: Membership groups, aspiration groups, dissociative groups

.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Concept Check

3.

What two challenges must marketers overcome when marketing to Hispanics?

A: Diversity of this subculture and the language barrier.

© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin