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Marketing 333
Chapter 5
Final Consumers
and their
Buying Behavior
What is Consumer Behavior?
Activities people engage in when selecting,
purchasing, and using products so as to satisfy
needs and desires.
AMarketing
Model
of Buyer
Mixes
All OtherBehavior
Stimuli
Psychological
Variables
Social
Influence
Purchase
Situation
Motivation
Perception
Learning
Attitude
Personality/Lifestyle
Family
Social Class
Reference Groups
Culture
Purchase Reason
Time
Surroundings
Person
Making
Decision
Problem-Solving Process
Exhibit 5-2
5-5
Person Does or Does Not Purchase (Response)
Individual Factors Affecting DecisionMaking





Motivation
Perception
Learning
Attitudes
Personality
Maslow’s Hierarchy of Needs
Self-Actualization
Esteem
Social
Safety
Physiological
Individual Factors: Perception
Perception: Processing of interpreting
sensations and giving meaning to stimuli.
 Selective exposure
 Selective perception
 Selective retention
Individual Factors: Learning
Learning: Any change in behavior or cognition
that results from experience or an
interpretation of experience.
Learning Theories:
 Operant Conditioning
–
Reinforcement
Individual Factors: Attitudes
Attitude: An individual’s general affective,
cognitive, and intentional responses toward a
given object, issue, or person.
ffective
ehavioral
ognitive
Individual Factors: Personality
Personality: Fundamental disposition of an
individual; distinctive patterns of thought,
emotion, and behavior that characterize an
individual’s response to the situations of his or
her life.
Psychographics


AIOs
Lifestyles
Interpersonal Factors:
Family
Family: A group of two or
more persons related by
birth, marriage, or
adoption and residing
together.
Interpersonal Factors:
Social Class
Social Class: Group of
people with similar
levels of prestige,
power, and wealth who
also share a set of
related beliefs, attitudes,
and values.
1.5%
Upper-class
Social
Class Dimensions
Upper-middle class
12.5%
32%
38%
15%
Exhibit 5-8
5-10
Lower-middle class
Upper-lower
(“working”) class
Lower-lower class
Interpersonal Factors:
Reference Groups
Reference group: Group
that influences an
individual because that
individual is a member or
aspires to be a member
of that group.
Interpersonal Factors:
Reference Groups
Types of reference groups:
 Membership group
 Voluntary membership group
 Aspirational group
Interpersonal Factors: Culture
Culture: Values,
beliefs, and
customary behaviors
learned and shared
by members of a
society.
Interpersonal Factors: Subculture
Subculture: A culture within
a culture
 Ethnicity
 Age
 Regions
Purchase Situation Influences
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5-12
Purchase Reason
Time
Surroundings
Decision-Making Process
Step 1:
Problem
Recognition
Step 4:
Purchase
Decision
Step 2:
Information
Search
Step 3:
Evaluation
of Alternatives
Step 5:
Post-purchase
Evaluation
Decision-Making Process
Problem Recognition
Awareness that there is a discrepancy
between an actual and a desired
condition.
My car has
died!
Decision-Making Process
Information Search.
Internal and external search for
information to make a decision.
Decision-Making Process: Information
Search
Perceived risk: Consumer’s uncertainty about the
consequences of future actions.
Types of risk:
–
–
–
–
Performance risk
Financial risk
Physical risk
Social risk
Decision-Making Process: Information
Search
Internal Search:
 Scan memory
External Search:
 Shopping
 Personal sources
 Public media
 Advertisements
Decision-Making Process
Evaluation of Alternatives.
Determine choice criteria to evaluate
product alternatives.
Performance
Safety
Lots of storage
Variety of
colors
Decision-Making Process
Purchase Decision
Choose which brand to buy or not to buy
I’ll take
that one.
Decision-Making Process
Post-purchase Evaluation
 Purchase satisfaction
 Cognitive dissonance
Why did I buy
such an expensive
car?
Situations Surrounding the
Decision Process



Routinized Problem
Solving
Limited Problem Solving
Extensive Problem
Solving
Decision-Making Process:
High Involvement Products
Problem
Recognition
Extensive
information
search
Extensive
weighing of
alternatives
Don’t
Buy
Problem
still
faced
Buy
Postpurchase
evaluation
Purchase
decision
Decision-Making Process:
Low Involvement Products
Problem
Recognition
Minimal
information
search
Purchase
decision
Postpurchase
consumption;
minimal
evaluation