Consumer buying behavior презентация

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
Enduring involvement
Situational involvement
Routinized Response Behavior
The process used when buying frequently purchased, low-cost items that require little search-and-decision effort

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

FIGURE 9.1

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

Courtesy of Pfizer, Inc.

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

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.

Postpurchase Evaluation
Cognitive dissonance
A buyer’s doubts shortly after a purchase about whether the decision was the right one
Buyers are most likely to seek reassurance after the purchase of an expensive, high- involvement product

© The Procter & Gamble Company. Used by permission.

Courtesy of NAPA Online.

Situational Influences
Factors that can influence a buyer’s purchase decision and may cause the buyer to shorten, lengthen, or terminate the process.
Situational Factors
Physical surroundings
Social surroundings
Time perspective
Reason for purchase
Buyer’s momentary mood and condition

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

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

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

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.

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

Maslow believed that people seek to fulfill five categories of needs.

FIGURE 9.2

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 seller-provided information.
indirect information from other purchasers/users.

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

Attitude Scale
A means of measuring consumer attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about an object

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

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.

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

Source: Harris Interactive YouthPulse, 2003, as reported in American Demographics, December 2003/January 2004, p.16.

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 interest to followers

For each of the products below, indicate whether one’s reference group would influence one’s decision to buy the product in general, the type of product within the category, and/or the brand decision. Use more than one X when appropriate.

Type of Product
Product Within the Brand
Product Decision Category Decision
Soft drink   
Bar soap   
Telephone   
Jeans   
Car   
Sweatshirt with college name   
DVD player   
Bathroom tissue   

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

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 • Hispanic • Asian American

In what ways can movie theater marketers use this information?

Source: “Now Playing,” American Demographics, September 2001, p. 14.

Membership within a particular social class. Aspirations to be in a different social class.
Cultural values that accept or reject certain types of behavior. Gender roles: expectations of how men and women should act.
Membership in a subculture based on geography, age, or ethnic background.
Knowing how these factors affect your consumption behavior, how can marketers adjust their marketing mixes to meet your needs?

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

When in their information search, consumers focus on communication with friends and relatives, they are utilizing ____________ sources.
internal
personal
marketer-dominated
direct
organizational

Selective exposure refers to
targeting only certain parts of the total market.
admitting only certain inputs into consciousness.
the circumstances or conditions that exist when a consumer is making a purchase decision.
the process of selecting, organizing, and interpreting information inputs to produce meaning.
remembering inputs that support personal feelings and beliefs and forgetting those that do not.

Which of the following is the fastest growing, most affluent subculture in the United States?
African Americans
Hispanics
Asian Americans
Native Americans
Italian Americans