Consumer Buying Decision Process

Objectives
• Determine how cultural, social, personal, and psychological factors influence consumer buying behavior. • Describe how the consumer makes a purchasing decision.

Model of Customer Buyer Behavior

Consumer Buying Decision Process
Marketers Must Identify and Understand:
Who Makes the Buying Decision Types of Buying Decisions Stages in the Buying Process

The proper understanding of Consumer behavior helps the marketers in • Outline the stages in the consumer decision process. • Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.

Consumer Buying Decision Process

Five-Stage Model of the Consumer Buying Process

Consumer Buying Decision Process
• Post-purchase Behavior:
– Consumers’ expectations are compared to performance – Post-purchase satisfaction influences future behavior • Purchasing behavior

• Psychological influences affect consumer behavior, particularly purchase decision processes. • Socio cultural factors influence on consumer behavior and their effects on purchase decisions.

Consumer Buying Decision Process
• Post-purchase Behavior:
– Consumers’ expectations are compared to performance – Post-purchase satisfaction influences future behavior
• Purchasing behavior • Word-of-mouth communications

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

CONSUMER PURCHASE DECISION PROCESS Purchase decision process

Consumer Reports’ evaluation of portable compact disc players (abridged)

CONSUMER PURCHASE DECISION PROCESS
• Alternative Evaluation: Assessing Value
• Evaluative criteria • Evoked set

• Purchase Decision: Buying Value • Postpurchase Behavior: Value in Consumption or Use
• Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

• Involvement and Problem-Solving Variations

Comparison of problem-solving Variations

CONSUMER PURCHASE DECISION PROCESS
• Involvement and Problem-Solving Variations (cont)
– Routine Problem Solving – Limited Problem Solving – Extended problem Solving – Involvement and Marketing Strategy

• Situational Influences

Influences on the consumer purchase decision process

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Motivation and Personality
– Motivation – Personality
• National character • Self-concept

• Perception
– Selective Perception – Subliminal perception – Perceived Risk

Hierarchy of needs

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Learning
– Behavioral Learning – Cognitive Learning – Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
• Values, Beliefs, and Attitudes
– Attitude Formation
• Attitude • Beliefs

– Attitude Change

• Lifestyle

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
• Personal Influence
– Opinion Leadership – Word of Mouth

• Reference Groups • Family Influence
– Consumer Socialization – Family Life Cycle – Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
• Social Class • Culture and Subculture
– African-American Buying Patterns – Hispanic Buying Patterns – Asian Buying Patterns