Objectives Influences on Buying Behavior Buyer Decision Making ©2000 Prentice Hall ©2000 Prentice Hall.
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Objectives Influences on Buying Behavior Buyer Decision Making ©2000 Prentice Hall ©2000 Prentice Hall ©2000 Prentice Hall Simple Response Model Stimulus ©2000 Prentice Hall Organism Response Model of Buying Behavior Marketing Other stimuli stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer’s Buyer’s decision characteristics process Cultural Social Personal Psychological Problem recognition Information search Evaluation Decision Postpurchase behavior Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount ©2000 Prentice Hall Cultural Factors Culture Subculture Social Class Buyer ©2000 Prentice Hall Social Factors Reference Groups Family ©2000 Prentice Hall Roles & Statuses Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Occupation & Economic Circumstances ©2000 Prentice Hall Lifestyle Personality & Self-Concept Psychological Factors Motivation Beliefs & Attitudes Perception ©2000 Prentice Hall Learning Maslow’s Hierarchy of Needs 5 Selfactualization (self-development and realization) 4 Esteem needs (self-esteem, recognition) Social needs 3 (sense of belonging, love) 2 1 ©2000 Prentice Hall Safety needs (security, protection) Psychological needs (food, water, shelter) Four Types of Buying Behavior High Involvement Low Involvement Significant differences between brands Complex Buying Behavior VarietySeeking Behavior Few differences between brands DissonanceReducing Buying Behavior Habitual Buying Behavior ©2000 Prentice Hall Problem recognition Consumer Buying Process Information search Evaluation of alternatives Purchase decision Postpurchase behavior ©2000 Prentice Hall Decision Making Sets Total Set ©2000 Prentice Hall Awareness Set Consideration Set Choice Set Decision Steps Between Evaluation of Alternatives and a Purchase Decision Evaluation of alternatives Attitude of others Purchase intention Purchase decision Unanticipated situational factors ©2000 Prentice Hall How Customers Use or Dispose of Products Get rid of it temporarily Rent it Loan it Give it away Trade it Product Get rid of it permanently Keep it Use for original purpose Convert to new purpose Store it ©2000 Prentice Hall Sell it Throw it away To be (re)sold To be used Direct to consumer Through middleman To intermediary Review Influences on Buying Behavior Buyer Decision Making ©2000 Prentice Hall