CHAPTER 4

Consumer behavior
Describe the process of buying a product or service
Model of Consumer Behavior
Factors affecting to Consumer Behavior
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Model of Consumer Behavior
 Four Types of Buying Behavior

High Low
involvement involvement

Significant
differences Complex buying Variety-seeking
between brands behavior buying behavior

Dissonance Habitual buying

Few differences
between brands reducing buying behavior
behavior
 Four Types of Buying Behavior

Complex buying -They are highly involved in a purchase and

behavior perceive significant differences among brands

Dissonance- It's a type of consumer buying behavior

reducing characterized by high involvement but few
buying behavior perceived differences among brands
Consumer buying behavior in situations
Habitual buying characterized by low consumer involvement and
behavior few significant perceived brand differences.
Variety-seeking Consumer buying behavior in situations
buying behavior characterized by low consumer involvement but
significant perceived brand differences
The Buyer Decision Process

Need Recognition

Information search

Evaluation of alternatives

Purchase Decision

Post-purchase behavior
 The Buyer Decision Process
The first stage of the buyer decision process, in which
Need recognition
the consumer recognizes a problem or need
Information The stage of the buyer decision process in which the
search consumer is aroused to search for more information.
Alternative The stage of the buyer decision process in which the
evaluation consumer uses information to evaluate alternative
brands in the choice set
Purchase The buyer’s decision about which brand to purchase
decision
Post-purchase The stage of the buyer decision process in which
behavior consumers take further action after purchase based on
their satisfaction or dissatisfaction with a purchase
KEY TERMS
 KEY TERMS

The buying behavior of final

Consumer Hành vi mua của consumers - individuals and
buyer behavior người tiêu dùng households that buy goods and
services for personal consumption

Consumer Thị trường người All the individuals and households

market tiêu dùng that buy or acquire goods and
services for personal consumption
 KEY TERMS
- The set of basic values, perceptions,
wants, and behaviors learned by a
member of society from family and
Culture Văn hóa
other important institutions.
- It is the most basic cause of a person’s
wants and behavior
Subculture Nhánh văn hóa It is a homogeneous group of people
with shared value systems based on
common life experiences and situations.
Social class Giai tầng xã They are relatively permanent and
hội ordered divisions in a society whose
members share similar values, interests,
and behaviors
 KEY TERMS
- They are two or more people who
interact to accomplish individual or
mutual goals.
- They serve as information sources
and influence perception.
Reference - Their norms either constrain or
Nhóm tham khảo
groups stimulate consumer behavior
- It includes primary ones like family,
friends, neighhoods, colleagues;
secondary ones such as legal or
associated organization; and Fan/
anti-fan groups
 KEY TERMS

- That is a person within a reference

group who, because of special skills,
Người định
knowledge, personality, or other
Opinion leader hướng dư luận
characteristics, exerts social influence on
xã hội
others.

Buzz Marketing lan Buzz marketing involves enlisting or

marketing truyền even creating "these people" to serve as
“brand ambassadors” who spread the
word about a company’s products.
 KEY TERMS

Based on the fact that the personal

words and recommendations of trusted
Word - of –
Tác động friends, associates, and other consumers
mouth
truyền miệng tend to be more credible than those
influence
coming from commercial sources, such
as advertisements or salespeople
Online social Mạng xã hội Online social communities—blogs,
networks trực tuyến social networking Web sites, or even
virtual worlds—where people socialize
or exchange information and opinions.
 KEY TERMS

-Family members can strongly influence

buyer behavior.
-The family is the most important
Family Gia đình
consumer buying organization in
society, and it has been researched
extensively
Roles and Vai trò và địa -A role consists of the activities people
Status vị are expected to perform according to
the people around them.
-Each role carries a status reflecting the
general esteem given to it by society
 KEY TERMS
- A person’s pattern of living as
expressed in his or her activities,
interests, and opinions.
Lối sống, - It profiles a person’s whole pattern of
Lifestyle
phong cách acting and interacting in the world.
- It can help marketers understand
changing consumer values and how
they affect buying behavior
Personality Cá tính -- The unique psychological
characteristics that distinguish a person
or group.
- It can be useful in analyzing consumer
behavior for certain product or brand
choices.
 KEY TERMS
It is a need that is sufficiently pressing to
Motive (drive) Động cơ direct the person to seek satisfaction of
the need
Perception Nhận thức It is the process by which people select,
organize, and interpret information to
form a meaningful picture of the world.
Learning Học hỏi/hiểu It is the process creating changes in an
biết individual’s behavior through experience
amd practice
Belief Niềm tin A descriptive thought that a person holds
about something
Attitude Thái độ/quan It is a person’s consistently favorable or
điểm unfavorable evaluations, feelings, and
tendencies toward an object or idea
 KEY TERMS
The first stage of the buyer decision
Need Nhận biết nhu process, in which the consumer
recognition cầu recognizes a problem or need
Information Tìm kiếm The stage of the buyer decision process
search thông tin in which the consumer is aroused to
search for more information.
Alternative Đánh giá các The stage of the buyer decision process
evaluation phương án in which the consumer uses
information to evaluate alternative
brands in the choice set
Purchase Quyết định The buyer’s decision about which brand
decision mua to purchase
 KEY TERMS

Complex -They are highly involved in a purchase

Hành vi mua and perceive significant differences
buying
phức tạp among brands
behavior
Dissonance- Hành vi mua It's a type of consumer buying behavior
reducing còn hoài nghi characterized by high involvement but
buying few perceived differences among
behavior brands
 KEY TERMS

Consumer buying behavior in

Habitual
Hành vi mua situations characterized by low
buying
theo thói quen consumer involvement and few
behavior
significant perceived brand differences.
Variety- Hành vi mua Consumer buying behavior in
seeking buying tìm kiếm sự situations characterized by low
behavior đa dạng consumer involvement but significant
perceived brand differences