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Chapter Five: Consumer Markets and Consumer Buyer Behavior
Chapter Five: Consumer Markets and Consumer Buyer Behavior
Personal Interest
Savings
income rates
Motivation
Perception
Learning
Responses Reinforcement
Copyright © 2 010 Pearson Education, Inc.
Chapter 5- slide 18
Publishing as Prentice Hall
Characteristics Affecting
Consumer Behavior
Psychological Factors
Beliefs and Attitudes
Need Recognition
• Information Search
Sources of Information
Evaluation of Alternatives
Purchase Decision
Postpurchase Decision
• The satisfaction or dissatisfaction that the
consumer feels about the purchase
• Relationship between:
– Consumer’s expectations
– Product’s perceived performance
• The larger the gap between expectation
and performance, the greater the
consumer’s dissatisfaction
Post-Purchase Decision