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Chapter 5
Consumer
Behavior
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Chapter Objectives
1. Distinguish between customer behavior and
consumer behavior.
2. Explain how marketers classify behavioral influences
on consumer decisions.
3. Describe cultural, group, and family influences on
consumer behavior.
4. Explain each of the personal determinants of
consumer behavior; needs and motives, perceptions,
attitudes, and self-concept theory.
5. Distinguish between high-involvement and lowinvolvement purchase decisions.
6. Outline the steps in the consumer decision process.
7. Differentiate among routinized response behavior,
limited problem solving, and extended problem
solving by consumers.
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Customer vs. Consumer Behavior
 Customer behavior: a broad term that
covers both individual consumers who buy
goods and services for their own use and
organizational buyers who purchase
business products
 Consumer behavior: the process through
which the ultimate buyer makes purchase
decisions
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Interpersonal Determinants of
Consumer Behavior
 Cultural Influences
Culture: values, beliefs, preferences, and
tastes handed down from one generation
to the next
It is important to recognize the concept of
ethnocentrism, or the tendency to view
your own culture as the norm, as it relates
to consumer behavior.
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 Core Values in the U.S. Culture
While some cultural values change
over time, basic core values do not
Examples of American core values
include:
Importance of family and home
life
Education
Youthfulness
Individualism
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 International Perspective on Cultural
Influences
Cultural differences are particularly
important for international marketers
Successful strategies in one country often
cannot extend to other international
markets because of cultural variations
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 Subcultures: subgroup of culture with its
own, distinct modes of behavior
Cultures are not homogeneous entities
with universal values.
Subcultures can differ by:
Ethnicity or Nationality
Age or Gender
Religion
Social class or Profession
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 Hispanic-American Consumers
The 40 million Hispanics in the U.S.,
coming from a wide range of
countries, are not homogenous
There are important differences in
acculturation
The Hispanic market is large and
fast-growing
Hispanics tend to be younger than
the general U.S. population
Hispanics are geographically
concentrated
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 African-American Consumers
African-American buying power is
rising rapidly compared to U.S.
consumers in general
Family structures may differ for
African-American consumers,
creating differences in preferences
for clothing, music, cars, and many
other products
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 Asian-American Consumers
Marketing to Asian-Americans
presents many of the same
challenges as reaching Hispanics
Asian-Americans are spread among
culturally diverse groups, including
Chinese, Japanese, Indians,
Koreans, Filipinos, and Vietnamese-many retaining their own languages
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 Social Influences
Group membership influences an individual’s
purchase decisions and behavior in both
overt and subtle ways.
Norms: are the values, attitudes, and
behaviors that a group deems appropriate
for its members
Status: is the relative position of any
individual member in a group
Roles define behavior that members of a
group expect of individuals who hold
specific positions within the group
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 The Asch Phenomenon: the effect of a
reference group on individual decisionmaking
 Reference groups: groups whose value
structures and standards influence a
person’s behavior
Requires two conditions:
The purchased product must be one
that others can see and identify
The purchased item must be
conspicuous; it must stand out as
something unusual, a brand or
product that not everyone owns
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 Social classes
Groups whose rankings are determined
by occupation, income, education, family
background, and residence location
 Opinion leaders
Trendsetters who purchase new
products before others in a group and
then influence others in their purchases
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 Family Influences
Autonomic
Husband-dominant
Wife-dominant
Syncratic
 Children and Teenagers in Family
Purchases
Growing numbers are assuming
responsibility for family shopping
Also influence what parents buy
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Personal Determinants of
Consumer Behavior
•Needs & Motives
•Perceptions
•Attitudes
•Learning
•Self Concept
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 Needs and Motives
Need: an imbalance between a
consumer’s actual and desired states
Motives: inner states that direct a person
toward the goal of satisfying a felt need
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 Maslow’s Hierarchy of Needs
Self-Actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs
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 Perceptions: the meaning that a person
attributes to incoming stimuli gathered
through the five senses – sight, hearing,
touch, taste, and smell.
 Perceptual screens: the filtering
processes through which all inputs must
pass
 Subliminal Perception:
subconscious receipt
of information
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 Attitudes
A person’s enduring favorable or
unfavorable evaluations, emotional
feelings, or action tendencies toward
some object or idea
Attitude
components:
Cognitive
Affective
Behavioral
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 Changing Consumer Attitudes
Attempt to produce consumer attitudes that
will motivate the purchase of a particular
product
Evaluate existing consumer attitudes and
then make the product characteristics appeal
to them
 Modifying the Components of Attitude
Attitudes change in response to
inconsistencies among the three components
Marketers can work to modify attitudes by
providing evidence of product benefits and by
correcting misconceptions
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 Learning
An immediate or expected change in
behavior as a result of experience.
Process includes the components of:
Drive, Cue, Response,
Reinforcement
Applying Learning Theory to
Marketing Decisions
Shaping
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 Self-Concept
A person’s multifaceted picture of
himself or herself, composed of the:
Real self
Self-image
Looking-glass self
Ideal self
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The Consumer Decision Process
Problem
Opportunity
Recognition
Search
Alternative
Evaluation
Purchase
Decision
 Consumers complete a step-by-step
process when making purchase
decisions
 High-involvement purchase
decisions are those with high
levels of potential social or
economic consequences
 Low-involvement decisions are
routine purchases that pose little
risk to the consumer
Purchase
Act
Postpurchase
Evaluation
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 Problem or Opportunity Recognition
Consumer becomes aware of a
significant discrepancy between the
existing situation and the desired
situation
Motivates the individual to achieve the
desired state of affairs
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 Search
Consumer gathers information related
to their attainment of the desired state
of affairs
Identifies alternative means of problem
solution
May cover internal or external sources
of information
Brands that a consumer actually
considers buying before making a
purchase decision are known as the
evoked set
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 Evaluation of Alternatives
Consumer evaluates the evoked set
Difficult to completely separate the second
and third steps, since some evaluation
takes place as the search progresses
Outcome of the evaluation stage is the
choice of a brand or product (or possibly a
decision to renew the search)
Evaluative criteria: features that a
consumer considers in choosing among
alternatives
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 Purchase Decision and Purchase Act
Consumer narrows the alternatives
down to one
The purchase location is decided
 Postpurchase Evaluation
After the purchase, consumers are
either satisfied or experience postpurchase anxiety
Cognitive dissonance
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 Classifying Consumer Problem-Solving
Processes
Three categories of problem-solving
behavior
Routinized Response Behavior
Limited Problem Solving
Extended Problem Solving
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