Consumer Buying

Behavior and Maslow

hierarchy of needs

6-1
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Characteristics Affecting
Consumer Behavior
Maslow’s Hierarchy of Needs
Self-actualization
Esteem Needs
Social Needs
Safety Needs
Physiological Needs

6-5
 Please tell Me!
One product that fills each of the
Maslow’s five level of needs.

One product which fills individual

needs of the.

6-6
What Level of Maslow’s
Hierarchy is this ad?

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 Objectives
• Understand the major types of
buying decision behavior and the
stages in the buyer decision
process.
• Be able to describe the adoption
and diffusion process for new
products.
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 The Buyer Decision
Process
• Five Stages:
 Need recognition
 Information search
 Evaluation of alternatives
 Purchase decision
 Postpurchase behavior
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 The Buyer Decision
Process
Process Stages
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior
• Needs can be triggered
by:
 Internal stimuli
 Recall information in
memory
 External stimuli
 Advertisements
 Friends of friends
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 The Buyer Decision
Process
Process Stages • Consumers exhibit
heightened attention or
• Need recognition actively search for
information.
• Information search
• Evaluation of alternatives • Sources of information:
 Personal
• Purchase decision
 Commercial
• Postpurchase behavior  Public
 Experiential/Conceptual
• Word-of-mouth
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 Consumer Buying Decisions and
Consumer Involvement

Routine
Routine Limited
Limited Extensive
Extensive
Response
Response Decision
Decision Decision
Decision
Behavior
Behavior Making
Making Making
Making

Less More
Involvement Involvement
Five Factors of Consumer Involvement

1.
1. Level
Level of
of consumer
consumer involvement
involvement

2.
2. Length
Length of
of time
time to
to make
make decision
decision

3.
3. Cost
Cost of
of good
good or
or service
service

4.
4. Degree
Degree of
of information
information search
search

5.
5. Number
Number of
of alternatives
alternatives considered
considered

Copyright 2010 by Cengage Learning Inc. All Rights ved Reser 17

 Types of Learning

Experiential
Experiential An
An experience
experience changes
changes behavior
behavior

Not
Not learned
learned through
through direct
direct
Conceptual
Conceptual experience
experience
 The Buyer Decision
Process
Process Stages
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior
• Evoked Brands: Group of
brands resulting from an
information search
• Most buyers evaluate multiple
attributes, each of which is
weighted differently.
• At the end of the evaluation
stage, purchase intentions are
formed.
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 Evaluation of Alternatives
and Purchase
Evoked Set
Analyze
Analyze product
product attributes
attributes

Use
Use cutoff
cutoff criteria
criteria

Rank
Rank attributes
attributes by
by
importance
importance
Purchase!
20
Copyright 2010 by Cengage Learning Inc. All Rights Reserved
 The Buyer Decision
Process
Process Stages
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior
• Two factors intercede
between purchase
intentions and the
actual decision:
 Attitudes of others
 Unexpected situational
factors
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 The Buyer Decision
Process
Process Stages
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Postpurchase behavior
• Satisfaction is important:
 Delighted consumers engage
in positive word-of-mouth.
 Unhappy customers tell on
average 11 other people.
 It costs more to attract a new
customer than it does to
retain an existing customer.
• Cognitive dissonance is
common
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Cognitive Dissonance

Did I make a good decision?

Did I buy the right product?

Did I get a good value?

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LO3

Consumer post purchase evaluation proces s

Copyright 2010 by Cengage Learning Inc. All Rights Reserved 24

Buyer Decision Process for
New Products
• New Products
 Good, service or idea that is perceived
by customers as new.
• Stages in the Adoption Process
 Marketers should help consumers move
through these stages.
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Buyer Decision Process for
New Products
Stages in the Adoption Process

• Awareness • Interest
• Evaluation • Trial
• Adoption

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Buyer Decision Process for
New Products
• Individual Differences in Innovativeness
 Consumers can be classified into five adopter
categories, each of which behaves differently
toward new products.
• Product Characteristics and Adoption
 Five product characteristics influence the
adoption rate.
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Buyer Decision Process for
New Products
Adopter Categories

• Innovators • Early Adopters

• Early Majority • Late Majority
• Laggards

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Innovators – venturesome, educated, creative, multiple
information sources

Early adopters – social leaders, popular, educated; try out

new ideas but in a careful way

Early majority –thoughtful people, careful but accepting

change more quickly than the average

Late majority – skeptical, traditional, lower socio-economic

status; accepts new products when the majority are using it

Laggards – traditional people, caring, but like “the old ways,”

are critical of new ideas, neighbors and friends are main
information sources, may also have a fear of debt.

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Decision Making Process