Learning Objectives
6.1 How do consumer characteristics
influence buying behavior?
6.2 What major psychological
processes influence consumer
responses to the marketing program?
6.3 How do consumers make
purchasing decisions?
6.4 In what ways do consumers stray
from a deliberative, rational decision
process?
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
What Influences Consumer
Behavior? (1 of 4)
• Consumer behavior
– The study of how individuals, groups, and
organizations select, buy, use, and dispose of goods,
services, ideas, or experiences to satisfy their needs
and wants
– Influenced by cultural, social, and personal factors
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
What Influences Consumer
Behavior? (2 of 4)
• Cultural factors
– Culture
– Subcultures
– Social classes
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
What Influences Consumer
Behavior? (3 of 4)
• Social factors
– Reference groups
– Cliques
– Family
– Roles and status
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Reference Groups
• Membership groups
– Primary vs. secondary
• Aspirational groups
• Dissociative groups
• Opinion leader
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Family
• Family of orientation vs. family of procreation
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
What Influences Consumer
Behavior? (4 of 4)
• Personal factors
– Age/stage in life cycle
– Occupation and economic
circumstances
– Personality and self-concept
– Lifestyle and values
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (1 of 6)
• Motivation
• Memory
• Perception
• Emotions
• Learning
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Figure 6.1 Model Of Consumer
Behavior
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (2 of 6)
• Motivation
– A need becomes a motive when it is aroused to a
sufficient level of intensity to drive us to act
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Motivation
• Freud’s Theory
– Behavior is guided by subconscious motivations
• Maslow’s Hierarchy of Needs
– Behavior is driven by lowest, unmet need
• Herzberg’s Two-Factor Theory
– Behavior is guided by dissatisfiers and satisfiers
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Figure 6.2 Maslow’s Hierarchy Of
Needs
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (3 of 6)
• Perception
– The process by which we
select, organize, and
interpret information
inputs to create a
meaningful picture of the
world
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Perception
• Selective attention
• Selective distortion
• Selective retention
• Subliminal perception
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (4 of 6)
• Learning
– Induces changes in our behavior arising from
experience
– Drive and cues
– Generalization and discrimination
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (5 of 6)
• Emotions
– Many different kinds of
emotions can be linked
to brands
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Key Psychological Processes (6 of 6)
• Memory
– Short-term vs. long-term
memory
– Associative network
memory model
– Brand associations
– Memory encoding
– Memory retrieval
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (1 of 6)
• The consumer typically passes through
five stages
– Problem recognition
– Information search
– Evaluation of alternatives
– Purchase decision
– Postpurchase behavior
Fig. 6.4 Five-Stage Model of the
Consumer Buying Process
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (2 of 6)
• Problem recognition
– The buyer recognizes a problem/need triggered by
internal/external stimuli
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (3 of 6)
• Information search
– Personal sources
– Commercial sources
– Public sources
– Experiential sources
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Figure 6.5 Sets Involved In Decision
Making
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (4 of 6)
• Evaluation of alternatives
– Expectancy-value model
Table 6.3 A Consumer’s Brand Beliefs about Laptop Computers
Laptop
Computer
Attribute
Memory
Capacity
Attribute
Graphics
Capacity
Attribute
Size and
Weight
Attribute
Price
A 8 9 6 9
B 7 7 7 7
C 10 4 3 2
D 5 3 8 5
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (5 of 6)
• Purchase decision
– Compensatory vs. noncompensatory models
Conjunctive heuristic
Lexicographic heuristic
Elimination-by-aspects heuristic
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Intervening Factors
Figure 6.6 Steps between Evaluation of Alternatives and a
Purchase Decision
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Types of Perceived Risk
• Functional risk
• Physical risk
• Time risk
• Financial risk
• Psychological risk
• Social risk
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
The Buying Decision Process (6 of 6)
• Postpurchase behavior
– Postpurchase satisfaction
– Postpurchase actions
– Postpurchase uses and
disposal
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Figure 6.7 Customer Product
Use/Disposal
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Moderating Effects on Consumer
Decision Making
• Low-involvement Consumer Decision Making
• Variety-Seeking Buying Behavior
Copyright © 2016, 2012, 2009 Pearson Education, Inc. All Rights Reserved
Behavioral Economics
• Decision Heuristics
– Availability heuristic
– Representativeness heuristic
– Anchoring and adjustment heuristic
• Framing
– Mental accounting
The post Chapter 6 Analyzing Consumer Markets appeared first on My Assignment Online.