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CONSUMER BEHAVIOR
Level of Involvement: High Involvement
Low Involvement
Enduring Involvement
Situational Involvement
MARKETING
GOLDEN
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CONSUMER BEHAVIOR
 Routinized Response Behavior
 Limited Problem Solving
 Extended Problem Solving
 Impulse Buying
MARKETING
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CHAPTER 5
CONSUMER BUYING
DECISION PROCESS
 5 Stage Process:
1.
2.
3.
4.
5.
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Post-Purchase Evaluation
 3 Possible influences on decision process:
Situational, Psychological, and Social Influences.
MARKETING
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STAGE 1: PROBLEM
RECOGNITION
The difference between a desired state and
an actual condition.
E.g., You realize you are hungry (actual
condition) and want to eat (desired state).
Can be natural or marketing induced.
MARKETING
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STAGE 2: INFORMATION
SEARCH
Search for product information that helps
resolve the problem or satisfy the need.
Internal Search (memory)
External Search (outside sources)
MARKETING
GOLDEN
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STAGE 3: EVALUATION OF
ALTERNATIVES
Consideration Set: A group of brands a
buyer views as alternatives for possible
purchase.
Criteria for evaluation.
MARKETING
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STAGE 4: PURCHASE
Based on previous steps.
Availability of product and choosing a seller
are part of this step.
MARKETING
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STAGE 5: POSTPURCHASE
EVALUATION
Satisfaction –vs- Dissatisfaction
Cognitive Dissonance
MARKETING
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SITUATIONAL INFLUENCES
Resulting from circumstances, time, and
location that affect the buying process.
Physical surroundings
Social surroundings
Time perspective
Purchase reason
Mood
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PSYCHOLOGICAL
INFLUENCES
Perception (information inputs)
Selective Exposure
Selective Distortion
Selective Retention
MARKETING
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PSYCHOLOGICAL
INFLUENCES
Motives: Internal force.
Patronage Motives
Learning: Thoughts based on information
and experience.
Attitude: Enduring tendencies.
MARKETING
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PSYCHOLOGICAL
INFLUENCES
Personality
Self-Concept
Lifestyle
Activities
Interests
Opinions
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SOCIAL INFLUENCES
Roles
Family
Reference groups and opinion leaders
Membership Groups
Aspirational Groups
Disassociative Groups
MARKETING
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SOCIAL INFLUENCES
Social Class
Culture and Subcultures
MARKETING
GOLDEN
CHAPTER 5