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. All rights reserved. 5|6 . Copyright © Houghton Mifflin Company.

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

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

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

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.

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

5 | 13 . All rights reserved.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. Copyright © Houghton Mifflin Company.

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

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

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

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

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

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

All rights reserved. Copyright © Houghton Mifflin Company.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.

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

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

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

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

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 .

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

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

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

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

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

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

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.

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

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

All rights reserved. 5 | 36 . Copyright © Houghton Mifflin Company.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. 5 | 37 . Copyright © Houghton Mifflin Company.Consumer Socialization The process through which a person acquires the knowledge and skills to function as a consumer.

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

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

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

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

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

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

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

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

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

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

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