Objectives Influences on Buying Behavior Buyer Decision Making ©2000 Prentice Hall ©2000 Prentice Hall.
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Transcript Objectives Influences on Buying Behavior Buyer Decision Making ©2000 Prentice Hall ©2000 Prentice Hall.
Objectives
Influences on Buying Behavior
Buyer Decision Making
©2000 Prentice Hall
©2000 Prentice Hall
©2000 Prentice Hall
Simple Response Model
Stimulus
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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
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Cultural Factors
Culture
Subculture
Social Class
Buyer
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Social Factors
Reference
Groups
Family
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Roles &
Statuses
Influences on Consumer
Behavior
Personal Influences
Age and Family Life
Cycle Stage
Occupation &
Economic Circumstances
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Lifestyle
Personality &
Self-Concept
Psychological Factors
Motivation
Beliefs &
Attitudes
Perception
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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
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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
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Problem
recognition
Consumer Buying
Process
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
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Decision Making Sets
Total
Set
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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
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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
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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