Learning Objectives

In this chapter, we focus on two questions:

How do the buyers characteristics cultural, social, personal, and psychological influence buying behavior?
How does the buyer make purchasing decisions?

Simple Response Model

Stimulus

Organism

Response

Model of Buying Behavior

Marketing stimuli Other stimuli Buyers characteristics Buyers decision process

Product Price Place Promotion

Economic Technological Political Cultural

Cultural Social Personal Psychological

Problem recognition Information search Evaluation Decision Post purchase behavior

Buyers decisions

Product choice Brand choice Dealer choice Purchase timing Purchase amount

Cultural Factors
Culture Subculture Social Class

Buyer

Social Factors

Reference Groups

Family

Roles & Statuses

Influences on Consumer Behavior

Personal Influences
Age and Family Life Cycle Stage Occupation & Economic Circumstances Lifestyle

Personality & Self-Concept

Psychological Factors

Motivation Beliefs & Attitudes Perception Learning

Maslows Hierarchy of Needs

5
Selfactualization
(self-developmentand realization)

Esteem needs (self-esteem, recognition)

Social needs (sense of belonging, love) Safety needs (security, protection) Psychological needs (food, water, shelter)

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1

Four Types of Buying Behavior

High Involvement Significant differences between brands Few differences between brands
Complex Buying Behavior DissonanceReducing Buying Behavior

Low Involvement
VarietySeeking Behavior

Habitual Buying Behavior

Consumer Buying Process

Problem recognition
Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Decision Making Sets

Total Set Awareness Set

Consideration Set

Choice Set

Decision

Steps Between Evaluation of Alternatives and a Purchase Decision

Evaluation of alternatives Attitude of others Purchase intention Unanticipated situational factors Purchase decision

How Customers Use or Dispose of Products

Get rid of it temporarily

Rent it
Loan it

Give it away

To be (re)sold To be used Direct to consumer

Trade it
Product Get rid of it permanently

Use for original purpose Convert to new purpose Store it

Sell it Throw it away

Keep it

Through middleman
To intermediary