Part Three
Markets and Consumer Behavior

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Chapter 5 Consumer Buying Behavior

Objectives
‡ Understand consumers¶ level of involvement with product & describe consumer problemsolving processes ‡ Recognize stages of consumer buying decision process ‡ Explore situational influences of consumer buying process ‡ Understand psychological influences of consumer buying process ‡ Examine social influences of consumer buying process
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Types Of Markets 1) Consumer 2) Business Copyright © Houghton Mifflin Company. 5|5 . All rights reserved.

Consumer Market Purchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make products. 5|6 . All rights reserved. Copyright © Houghton Mifflin Company.

5|7 .Buying Behavior The decision processes and acts of people involved in buying and using products. All rights reserved. Copyright © Houghton Mifflin Company.

Consumer Buying Behavior The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes. 5|8 . Copyright © Houghton Mifflin Company. All rights reserved.

Copyright © Houghton Mifflin Company.Level Of Involvement An individual¶s intensity of interest in a product and the importance of the product for that person. 5|9 . All rights reserved.

5 | 10 .Levels Of Involvement  Enduring  Situational Copyright © Houghton Mifflin Company. All rights reserved.

5 | 11 .Consumer Problem Solving Copyright © Houghton Mifflin Company. All rights reserved.

5 | 12 .Routinized Response Behavior The consumer problem-solving process used when purchasing frequently purchased. All rights reserved. low-cost items needing very little search-and-decision effort. Copyright © Houghton Mifflin Company.

5 | 13 .Limited Problem Solving The consumer problem-solving process employed when buying occasionally or when they need to obtain information about an unfamiliar brand in a familiar product category. All rights reserved. Copyright © Houghton Mifflin Company.

All rights reserved. 5 | 14 .Extended Problem Solving A consumer problem-solving process employed when purchasing unfamiliar. or infrequently bought products. Copyright © Houghton Mifflin Company. expensive.

Copyright © Houghton Mifflin Company. All rights reserved. 5 | 15 .Impulse Buying An unplanned buying behavior resulting from a powerful urge to buy something immediately.

5 | 16 . information search. Copyright © Houghton Mifflin Company. All rights reserved. purchase. evaluation of alternatives. and postpurchase evaluation.Consumer Buying Decision Process A five-stage purchase decision process that includes problem recognition.

Consumer Buying Decision Process/Possible Influences on the Process Copyright © Houghton Mifflin Company. 5 | 17 . All rights reserved.

All rights reserved. 5 | 18 .Problem Recognition Difference between desired state and actual condition. Copyright © Houghton Mifflin Company.

5 | 19 .Aspects Of Information Search ‡ Internal Search ‡ External Search Copyright © Houghton Mifflin Company. All rights reserved.

Copyright © Houghton Mifflin Company. All rights reserved.Internal Search An information search in which buyers search their memories for information about their products that might solve their problem. 5 | 20 .

Copyright © Houghton Mifflin Company. 5 | 21 .External Search An information search in which buyers seek information from sources other than memory. All rights reserved.

Evaluation Of Alternatives  Consideration Set  Evaluative Criteria  Framing Alternatives Copyright © Houghton Mifflin Company. 5 | 22 . All rights reserved.

All rights reserved.Cognitive Dissonance A buyer¶s doubts shortly after a purchase about whether the decision was the right one. 5 | 23 . Sample ads of cognitive dissonance Copyright © Houghton Mifflin Company.

time.Situational Influences Influences resulting from circumstances. All rights reserved. and location that affect the consumer buying decision process. 5 | 24 . Copyright © Houghton Mifflin Company.

5 | 25 .Categories Of Situational Factors  Physical Surroundings  Social Surroundings  Time Perspective  Reason For Purchase  Buyer¶s Mood/Condition Copyright © Houghton Mifflin Company. All rights reserved.

Copyright © Houghton Mifflin Company. thus influencing their behavior as consumers. All rights reserved.Psychological Influences Factors that in part determine people¶s general behavior. 5 | 26 .

5 | 27 . All rights reserved.Types Of Perception Information Inputs Selective Exposure Selective Distortion Selective Retention Copyright © Houghton Mifflin Company.

5 | 28 .Motives An internal energizing force that directs a person¶s behavior toward satisfying needs or achieving goals. All rights reserved. Motive for buying organic foods Copyright © Houghton Mifflin Company.

5 | 29 . All rights reserved.Maslow¶s Hierarchy Of Needs Copyright © Houghton Mifflin Company.

5 | 30 .Sources Of Learning @ Behavior Consequences @ Information Processing @ Experience Copyright © Houghton Mifflin Company. All rights reserved.

Copyright © Houghton Mifflin Company. 5 | 31 .Attitude An individual¶s enduring evaluation of feelings about and behavioral tendencies toward an object or idea. All rights reserved.

5 | 32 .actions regarding object or idea Copyright © Houghton Mifflin Company.knowledge or information  Affective.feelings or emotions  Behavioral.Components Of Attitude  Cognitive. All rights reserved.

5 | 33 .Personality And Self-Concept ‡ Personality ± internal traits and behavioral tendencies ‡ Self-Concept ± perception or view of oneself Copyright © Houghton Mifflin Company. All rights reserved.

All rights reserved. interests. and opinions. 5 | 34 .Lifestyle An individual¶s pattern of living expressed through activities. Consumer lifestyles Copyright © Houghton Mifflin Company.

5 | 35 .Lifestyle Affected By: ‡ Age ‡ Education ‡ Income ‡ Social Class Copyright © Houghton Mifflin Company. All rights reserved.

Role Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons. All rights reserved. Copyright © Houghton Mifflin Company. 5 | 36 .

All rights reserved.Consumer Socialization The process through which a person acquires the knowledge and skills to function as a consumer. Copyright © Houghton Mifflin Company. 5 | 37 .

All rights reserved.Types Of Family Decisionmaking Copyright © Houghton Mifflin Company. 5 | 38 .

Volvo and women¶s market Copyright © Houghton Mifflin Company. attitudes.Reference Group A group that a person identifies with so strongly that he or she adopts the values. All rights reserved. 5 | 39 . and behavior of group members.

All rights reserved.Types Of Reference Groups 1. Disassociative Copyright © Houghton Mifflin Company. Aspirational 3. Membership 2. 5 | 40 .

Copyright © Houghton Mifflin Company. All rights reserved. 5 | 41 .Opinion Leader A member of an informal group who provides information about a specific topic to other group members.

All rights reserved.Examples Of Opinion Leaders And Topics Copyright © Houghton Mifflin Company. 5 | 42 .

All rights reserved. 5 | 43 .Social Class An open group of individuals with similar social rank. Copyright © Houghton Mifflin Company.

Social Class Behavioral Traits/Purchasing Characteristics Copyright © Houghton Mifflin Company. 5 | 44 . All rights reserved.

knowledge. Copyright © Houghton Mifflin Company. 5 | 45 . objects. customs. and concepts of a society. All rights reserved. beliefs.Culture The accumulation of values.

Copyright © Houghton Mifflin Company.Subcultures A group of individuals whose characteristic values (religion.) and behavior patterns are similar and different from those of the surrounding culture. etc. All rights reserved. 5 | 46 .

Ethnic Subcultures v African American v Hispanic v Asian American Copyright © Houghton Mifflin Company. All rights reserved. 5 | 47 .S.U.