Transcript 9 - Wayne State College

Part Four
Target Markets and
Customer Behavior
9
Consumer Buying Behavior
Objectives
1. To understand consumers’ level of involvement
with a product and the types of consumer
problem-solving processes
2. To recognize the stages of the consumer
buying decision process
3. To explore how situational influences may affect
the consumer buying decision process
4. To understand the psychological influences that
may affect the consumer buying decision
process
5. To examine the social influences that affect the
consumer buying decision process
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Chapter Outline
• Level of Involvement and Consumer
Problem-Solving Processes
• Consumer Buying Decision Process
• Situational Influences on the Buying
Decision Process
• Psychological Influences on the Buying
Decision Process
• Social Influences on the Buying
Decision Process
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Introduction: Key Terms
• Buying Behavior
– The decision processes and acts of people
involved in buying and using products
• Consumer Buying Behavior
– Buying behavior of people
who purchase products for
personal use and not for
business purposes
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Level of Involvement and Consumer
Problem-Solving Processes
• Level of Involvement
– An individual’s intensity of interest in a
product and the importance of the product
for that person
• Enduring involvement
• Situational involvement
• Routinized Response Behavior
– The process used when buying frequently
purchased, low-cost items that require little
search-and-decision effort
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Level of Involvement and Consumer
Problem-Solving Processes (cont’d)
• Limited Problem Solving
– The process that buyers use when purchasing
products occasionally or when they need
information about an unfamiliar brand in a familiar
product category
• Extended Problem Solving
– The process employed when purchasing
unfamiliar, expensive, or infrequently bought
products
• Impulse Buying
– An unplanned buying behavior resulting from a
powerful urge to buy something immediately
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Consumer Buying Decision Process and
Possible Influences on the Process
FIGURE 9.1
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Consumer Buying Decision Process
• Problem Recognition
– Occurs when a buyer becomes aware of a
difference between a desired state and an actual
condition
– May occur rapidly or slowly
• Information Search
– Internal search
• Buyers search their memories for information about
products that might solve their problem
– External search
• Buyers seek information from outside sources
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Consumer Buying Decision Process (cont’d)
• Evaluation of Alternatives
– Consideration set
• A group of brands that the buyer views as
alternatives for possible purchase
– Evaluative criteria
• Objective and subjective characteristics that
are important to a buyer
– Framing the alternatives
• Describing the alternatives and their attributes
in a certain manner to make a particular
characteristic appear more important
especially to the inexperienced buyer
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Consumer Buying Decision Process (cont’d)
• Purchase
– Choosing the product or brand to be
bought based on the outcome of the
evaluation stage
– The choice of seller may affect the final
product selection.
– Factors such as terms
of sale, price, delivery,
and warranties may
affect the sale.
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Consumer Buying Decision Process (cont’d)
• Postpurchase Evaluation
– Cognitive dissonance
• A buyer’s doubts shortly after a purchase
about whether the decision was the right one
– Buyers are most
likely to seek
reassurance after
the purchase of an
expensive, highinvolvement product
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Situational Influences on the Buying
Decision Process
• Situational Influences
– Factors that can influence a buyer’s purchase
decision and may cause the buyer to shorten,
lengthen, or terminate the process.
• Situational Factors
–
–
–
–
–
Physical surroundings
Social surroundings
Time perspective
Reason for purchase
Buyer’s momentary mood
and condition
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Psychological Influences on the Buying
Decision Process
• Psychological Influences
– Factors that in part determine people’s
general behavior, thus influencing their
behavior as consumers
• Perception
– The process of selecting,
organizing, and
interpreting information
inputs to produce
meaning
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Psychological Influences on the Buying
Decision Process (cont’d)
• Selective Exposure
– The process of selecting inputs to be exposed to
our awareness while ignoring others
• Selective Distortion
– An individual’s changing or twisting of information
when it is inconsistent with personal feelings or
beliefs
• Selective Retention
– Remembering information inputs that support
personal feelings and beliefs and forgetting inputs
that do not
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Psychological Influences on the Buying
Decision Process (cont’d)
• Perceptual Organization
– Organizing and integrating new
information with what is already stored in
memory.
• Closure occurs when
a person mentally fills
in missing elements in
a pattern or statement
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Psychological Influences on the Buying
Decision Process (cont’d)
• Interpretation
– The assignment of meaning to what has
been organized based on what is expected
or what is familiar
– Attempts by marketers to influence
interpretation can fail because
• consumers block out seller’s information.
• consumers interpret seller’s information
differently than intended.
• consumers discard information that is
inconsistent with prior beliefs.
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Psychological Influences on the Buying
Decision Process (cont’d)
• Motives
– An internal energizing force that directs a person’s
behavior toward satisfying needs or achieving
goals
• Maslow’s Hierarchy of Needs
– The five levels of needs that humans are
motivated to seek and satisfy, from least to most
important are
•
•
•
•
•
Physiological needs—food, water, sex, clothing, shelter
Safety needs—security, freedom
Social needs—love, affection, belonging
Esteem needs—respect, recognition, self-worth
Self-actualization needs—personal growth needs
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Maslow’s Hierarchy of Needs
Maslow believed that people seek to fulfill five
categories of needs.
FIGURE 9.2
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Psychological Influences on the Buying
Decision Process (cont’d)
• Learning
– Changes in an individual’s thought processes and
behavior caused by information and experience
– Behaviors that produce satisfying consequences
are likely to be repeated.
• Consumers learn about products by
– experiencing the products personally.
– gaining additional product knowledge from sellerprovided information.
– indirect information from other purchasers/users.
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Psychological Influences on the Buying
Decision Process (cont’d)
• Attitudes
– An individual’s enduring evaluation of, feelings
about, and behavioral tendencies toward an
object or idea
• Attitudinal Components
– Cognitive
• Knowledge and information about the object or idea
– Affective
• Feelings and emotions toward the object or idea
– Behavioral
• Individual’s action regarding the object or idea
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Psychological Influences on the Buying
Decision Process (cont’d)
• Attitude Scale
– A means of measuring consumer attitudes
by gauging the intensity of individuals’
reactions to adjectives, phrases, or
sentences about an object
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Psychological Influences on the Buying
Decision Process (cont’d)
• Personality and Self-Concept
– Personality
• A set of internal traits and distinct behavioral
tendencies that result in consistent patterns of
behavior in certain situations
– Self-concept (self-image)
• Perception or view of oneself
• Lifestyles
– Lifestyle
• An individual’s pattern of living expressed
through activities, interests, and opinions
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Social Influences on the Buying Decision
Process
• Social Influences
– The forces other people exert on one’s buying
behavior
• Role
– Actions and activities that a person in a particular
position is supposed to perform based on
expectations of the individual and surrounding
persons
– Multiple role-expectation sets affect behavior.
– Roles influence both general and buying
behaviors.
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Social Influences on the Buying Decision
Process (cont’d)
• Family Influences
– Consumer socialization
• The process through which a
person acquires the knowledge
and skills to function as a
consumer
• Family decision-making processes
–
–
–
–
Autonomic—equally shared decision-making
Husband-dominant—husband makes decisions
Wife-dominant—wife makes decisions
Syncratic—decisions made jointly
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Social Influences on the Buying Decision
Process (cont’d)
• Reference Groups
– Any group that positively or negatively
affects a person’s values, attitudes, or
behavior
• Membership
• Aspirational
• Disassociative
• Opinion Leader
– A knowledgeable, accessible individual
who provides information about a specific
sphere of interest to followers
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Social Influences on the Buying Decision
Process (cont’d)
• Social Class
– An open group of individuals with similar
social rank
– Individuals in the same social class
• develop and assume common behavioral
patterns.
• have similar attitudes, values, language
patterns, and possessions.
– Influences many major life decisions
– Influences shopping patterns and
spending habits
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Social Influences on the Buying Decision
Process (cont’d)
• Culture
– The accumulated values, knowledge, beliefs,
customs, objects, and concepts of a society
• Culture influences buying behavior.
• Cultural changes affect product development,
promotion, distribution, and pricing.
• Subcultures
– Groups of individuals whose characteristic values
and behavior patterns are similar and differ from
those of the surrounding culture
• African American
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• Hispanic
• Asian American
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After reviewing this chapter you should:
• Understand the level of involvement and
types of consumer problem-solving processes
• Recognize the stages of the consumer buying
decision process
• Know how situational influences may affect
the consumer buying decision process
• Understand the psychological influences that
may affect the consumer buying decision
process
• Be familiar with social influences that affect
the consumer buying decision process
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