Download Marketing 12e - Pride and Ferrell

Part Two
Buyer Behavior
and
Target Market
Selection
8
Consumer Buying Behavior
Copyright © Houghton Mifflin Company. All rights reserved.
PowerPoint Presentation by Charlie Cook
Chapter Learning Objectives
• To understand the level of involvement and types
of consumer problem-solving processes
• To recognize the stages of the consumer buying
decision process
• To explore how situational influences may affect
the consumer buying decision process
• To understand the psychological influences that
may affect the consumer buying decision process
• To examine the social influences that affect the
consumer buying decision process
Copyright © Houghton Mifflin Company. All rights reserved.
8–2
Chapter Outline
• Level of Involvement and Consumer ProblemSolving Processes
• Consumer Buying Decision Process
• Situational Influences on the Buying Process
• Psychological Influences on the Buying Decision
Process
• Social Influences on the Buying Decision Process
Copyright © Houghton Mifflin Company. All rights reserved.
8–3
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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8–4
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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8–5
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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8–6
Consumer Buying Decision Process and
Possible Influences on the Process
FIGURE 8.1
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8–7
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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8–8
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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8–9
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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8–10
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 mostly likely to seek reassurance after the
purchase of an expensive, high-involvement product
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8–11
Situational Influences on the Buying
Decision Process
• Situational Influences
–Factors that can influence a buyer’s purchase decision
and may cause the buyer to short, 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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8–12
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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8–13
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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8–14
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
12312312312312312….
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8–15
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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8–16
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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8–17
Maslow’s Hierarchy of Needs
Maslow believed that
people seek to fulfill five
categories of needs.
FIGURE 8.2
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8–18
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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8–19
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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8–20
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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8–21
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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8–22
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.
Copyright © Houghton Mifflin Company. All rights reserved.
8–23
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
Copyright © Houghton Mifflin Company. All rights reserved.
8–24
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 interests to
followers
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8–25
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
Copyright © Houghton Mifflin Company. All rights reserved.
8–26
Copyright © Houghton Mifflin Company. All rights reserved.
8–27
Copyright © Houghton Mifflin Company. All rights reserved.
8–28
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
8–29
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
Copyright © Houghton Mifflin Company. All rights reserved.
8–30
Chapter 8
Supplemental Slides
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8–31
Key Terms and Concepts
• The following slides (a listing of terms and
concepts) are intended for use at the instructor’s
discretion.
• To rearrange the slide order or alter the content
of the presentation
–select “Slide Sorter” under View on the main menu.
–left click on an individual slide to select it; hold and drag
the slide to a new position in the slide show.
–To delete an individual slide, click on the slide to select,
and press the Delete key.
–Select “Normal” under View on the main menu to return
to normal view.
Copyright © Houghton Mifflin Company. All rights reserved.
8–32
Important 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
• Level of Involvement
–An individual’s intensity of interest in a product and the
importance of the product for that person
Copyright © Houghton Mifflin Company. All rights reserved.
8–33
Important Terms
• Routinized Response Behavior
–A type of consumer problem-solving process used
when buying frequently purchased, low-cost items that
require little search-and-decision effort.
• Limited Problem Solving
–A type of consumer problem-solving process that
buyers use when purchasing products occasionally or
when they need information about an unfamiliar brand
in a familiar product category
Copyright © Houghton Mifflin Company. All rights reserved.
8–34
Important Terms
• Extended Problem Solving
–A type of problem-solving 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
• Consumer Problem Recognition
–Occurs when a buyer becomes aware of a difference
between a desired state and an actual condition
Copyright © Houghton Mifflin Company. All rights reserved.
8–35
Important Terms
• Cognitive dissonance
–A buyer’s doubts shortly after a purchase about
whether the decision was the right one
• Situational Influences
–Factors that can influence a buyer’s purchase decision
and may cause the buyer to short, lengthen, or
terminate the 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
Copyright © Houghton Mifflin Company. All rights reserved.
8–36
Important Terms
• 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
Copyright © Houghton Mifflin Company. All rights reserved.
8–37
Important Terms
• Perceptual Organization
–Organizing and integrating new information with what is
already stored in memory
• Interpretation
–The assignment of meaning to what has been
organized based on what is expected or what is familiar
• 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
Copyright © Houghton Mifflin Company. All rights reserved.
8–38
Important Terms
• Learning
–Changes in an individual’s thought processes and
behavior caused by information and experience
• Attitudes
–An individual’s enduring evaluation of, feelings about,
and behavioral tendencies toward an object or idea
• Attitude Scale
–A means of measuring consumer attitudes by gauging
the intensity of individuals’ reactions to adjectives,
phrases, or sentences about an object
Copyright © Houghton Mifflin Company. All rights reserved.
8–39
Important Terms
• 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
• Lifestyle
–An individual’s pattern of living expressed through
activities, interests, and opinions
• Social Influences
–The forces other people exert on one’s buying behavior
Copyright © Houghton Mifflin Company. All rights reserved.
8–40
Important Terms
• Role
–Actions and activities that a person in a particular
position is supposed to perform based on expectations
of the individual and surrounding persons
• Consumer socialization
–The process through which a person acquires the
knowledge and skills to function as a consumer
• Reference Groups
–Any group that positively or negatively affects a
person’s values, attitudes, or behavior
Copyright © Houghton Mifflin Company. All rights reserved.
8–41
Important Terms
• Opinion Leader
–A knowledgeable, accessible individual who provides
information about a specific sphere of interests to
followers
• Social Class
–An open group of individuals with similar social rank
• Culture
–The accumulated values, knowledge, beliefs, customs,
objects, and concepts of a society
Copyright © Houghton Mifflin Company. All rights reserved.
8–42
Important Terms
• Subcultures
–Groups of individuals whose characteristic values and
behavior patterns are similar and differ from those of
the surrounding culture
Copyright © Houghton Mifflin Company. All rights reserved.
8–43
Transparency Figure 8H
Subcultural Differences in Moviegoing Behavior
Source: “Now Playing,” American Demographics, September 2001, p. 14. Adapted with permission.
Copyright © Houghton Mifflin Company. All rights reserved.
8–44
Transparency Figure 8I
Food Spending
Patterns for
Hispanics
Compared to
Non-Hispanics
What can food marketers,
attempting to reach
Hispanics, learn from this
spending pattern?
Source: “Well Stocked Fridges,” American Demographics, May 2000, p. 42. Adapted with permission.
Copyright © Houghton Mifflin Company. All rights reserved.
8–45