Transcript Document

Buyer Behaviour
MKTG 201: First Semester 2010
Reading: Chapter 5
Overview
•Influences on Consumers Buying Behaviour
•The Consumer Decision Making Process
•Types of Consumer Buying Behaviour
Consumer Behaviour
• the study of how consumers acquire, consume
and dispose of goods, services, experiences
and ideas.
Influences on Consumer Behaviour
• A consumer’s behaviour can be influenced by
many factors:
– Group factors e.g. culture, family, friends
– Individual factors e.g. gender, age, personality
– Psychological factors e.g. perception, involvement,
time pressure
A Group Factor: Culture
• Culture - a set of values, attitudes and
preferences passed on from one generation to
the next.
A Group Factor: Culture
• Culture- a set of values, attitudes and
preferences passed on from one generation to
the next
The Effect of Gender
• Are men and women really different?
A Psychological Process: Perception
• Perception is the process by which an
individual selects, organizes, and
interprets information to create a
meaningful picture of the world.
• We perceive our world________
The Selective Perception Process
• Selective Perception: organising & interpreting ______
of the information available
– Selective exposure: choosing to expose ourselves to, or to
avoid stimuli
– Selective attention: choosing to pay attention to, or to
ignore stimuli
– Selective comprehension/distortion: comprehending
stimuli in a way that fits our pre-conceptions
– Selective retention: limiting the stimuli we retain in our
memory
Selective Comprehension
Selective Retention
THE CONSUMER
DECISION MAKING PROCESS
Fig 5.1 taken from Kerin et al. (2009), p. 116
The Consumer Decision Making Process
• Problem Recognition
– _________ a _________ difference between the
actual and ideal situation
The Consumer Decision Making Process
• Information Search
– Internal Search
• _______________
• _______________
– External Search
• Personal Sources
• Marketer Sources
• Neutral Sources
The Consumer Decision Making Process
• Evaluation of Alternatives
– Evaluative Criteria
• Ways to compare the alternatives
– Determinant Attributes
• Aspects on which the alternatives clearly differ
– Decision Criteria
• Decision rules
The Consumer Decision Making Process
• The Purchase Decision
– What to purchase
– Where, when and how to pay
– Decision is not the same as actual purchase
The Consumer Decision Making Process
• Post Purchase Evaluation
– Cognitive Dissonance: post-purchase anxiety
– Evaluation of satisfaction: did reality meet or exceed
expectations?
An important psychological factor:
Involvement
• Involvement: the degree of importance and
consumer interest
An important psychological factor:
Involvement
• Involvement depends partly on _______ risk
Perceived financial risk
Perceived social risk
Perceived performance risk
What happens when involvement
is Low?
• Routine buying behaviour
–
–
–
–
–
Very Low involvement
Problem recognition – purchase
Buy what we bought before
Little time and effort
Examples:
What happens when involvement
is Low?
• Routine buying behaviour
–
–
–
–
–
Very Low involvement
Problem recognition – purchase
Buy what we bought before
Little time and effort
Examples:
What happens when involvement
is moderate?
• Limited Problem Solving
– Moderate involvement
– Unwilling or unable to spend more than limited time
and effort
– Willing to compare a few alternatives
– Use shortcuts or recommendations
– Examples
What happens when involvement
is moderate?
• Limited Problem Solving
– Moderate involvement
– Unwilling or unable to spend more than limited time
and effort
– Willing to compare a few alternatives
– Use shortcuts or recommendations
– Examples:
Types of Buying Behaviour
• Extended Problem Solving
–
–
–
–
Medium to High involvement
Willing to spend time and effort
Careful search and evaluation of information
Examples:
Types of Buying Behaviour
• Extended Problem Solving
–
–
–
–
–
Medium to High involvement
Willing to spend time and effort
Careful search and evaluation of information
Undertake all 5 stages of decision process
Examples:
Comparison of problem-solving variations
Fig 5.3 Kerin et al. (2009), p.120
Looking Back
• Involvement
• Consumer Decision Making Process
– correct names and sequence of stages
• Routine, Limited & Extended Problem Solving