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com/fourps
For use only with
Perreault and McCarthy
texts.
2005 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
CHAPTER SIX
BehavioraI
Dimensions of the
Consumer Market
CHAPTER SIX
BehavioraI
Dimensions of the
Consumer Market
. Understand the economic buyer model oI buyer
behavior.
2. Understand how psychological variables aIIect an
individual`s buying behavior.
3. Understand how social inIluences aIIect an
individual`s and household`s buying behavior.
4. See why the purchase situation has an eIIect on
consumer behavior.
5. Know how consumers use problem-solving processes.
6. Have some Ieel Ior how a consumer handles all the
behavioral variables and incoming stimuli.
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
hen we finish this Iecture you shouId
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The BehavioraI Sciences HeIp You
Understand the Buying Process
+
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ow We Will View Consumer Behavior
Exhibit 6-1
Wants Wants Wants Wants
Needs Needs Needs Needs
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PsychoIogicaI InfIuences within an IndividuaI
rives rives
Consumers seek benefits to match Consumers seek benefits to match
needs and wants! needs and wants!
rives rives
PhysioIogicaI Needs
SeveraI Needs at the Same Time
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Safety Needs
SociaI Needs
PersonaI
Needs
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Interactive Exercise: Needs
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PersonaI Needs
+
$elective
Exposure
$elective
Exposure
$elective
Perception
$elective
Perception
$elective
Exposure
$elective
Exposure
$elective
Perception
$elective
Perception
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Perception Determines hat
Consumers See and FeeI
$elective
Retention
$elective
Retention
rive rive rive rive
Cues Cues Cues Cues
Response Response Response Response
earning Determines hat Response Is ikeIy
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Reinforcement Reinforcement
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cue
Work with
Existing
Attitudes
Work with
Existing
Attitudes
Work with
Existing
Attitudes
Need To
Understand
Attitudes &
Beliefs
Need To
Understand
Attitudes &
Beliefs
Need To
Understand
Attitudes &
Beliefs
BeIief: An
Opinion
BeIief: An
Opinion
BeIief: An
Opinion
Attitude: A
Point of View
Attitude: A
Point of View
Attitude: A
Point of View
Attitude: A
Point of View
Attitudes ReIate to Buying
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Ethical ssues
May Arise
Ethical ssues
May Arise
Ethical ssues
May Arise
Meeting
Expectations
s mportant
Meeting
Expectations
s mportant
ey
Concepts
ey
Concepts
nterests nterests
Activities Activities Activities Activities
nterests nterests
PersonaIity and ifestyIe AnaIysis
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PersonaIity: ow
People $ee Things
PersonaIity: ow
People $ee Things
Opinions Opinions
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SociaI InfIuences Affect Consumer Behavior
+
SimpIe Approaches for Measuring
SociaI CIass in the U.S.
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Income Is Not the Main Determinant! Income Is Not the Main Determinant!
Occupation Occupation Education Education
Type of
ousing
Type of
ousing
Location of
ousing
Location of
ousing
Reference Groups Reference Groups Reference Groups Reference Groups
Opinion Leaders Opinion Leaders Opinion Leaders Opinion Leaders
Culture Culture
ther SociaI InfIuences
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Purchase
Reason
Purchase
Reason
Time Available Time Available
Purchase
Reason
Purchase
Reason
Time Available Time Available
IndividuaIs Are Affected by
the Purchase Situation
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Physical
$urroundings
Physical
$urroundings
Need-want Awareness Need-want Awareness
nformation $earch nformation $earch
$et Criteria $et Criteria
ecide on $olution ecide on $olution
Purchase Product Purchase Product
Need-want Awareness Need-want Awareness
nformation $earch nformation $earch
$et Criteria $et Criteria
ecide on $olution ecide on $olution
$ocial nfluences $ocial nfluences
Psychological
Variables
Psychological
Variables
Purchase
$ituation
Purchase
$ituation
Consumers Use ProbIem SoIving Processes
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2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Grid of Evaluative Criteria elps
Exhibit 6-7
Three eveIs of ProbIem SoIving Are UsefuI
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Routinized
Response
Behavior
Routinized
Response
Behavior
Low involvement
Frequently purchased
nexpensive
Little risk
Little information
Limited
Problem
$olving
Limited
Problem
$olving
Extensive
Problem
$olving
Extensive
Problem
$olving
igh involvement
nfrequently purchased
Expensive
igh risk
Much information desired
Low involvement igh involvement
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
imited or Extensive ProbIem SoIving?
+
Awareness Awareness
nterest nterest
Awareness Awareness
nterest nterest
Evaluation Evaluation Evaluation Evaluation
Trial Trial Trial Trial
ecision ecision
Confirmation Confirmation
ecision ecision
ProbIem SoIving Is a earning Process
Dissonance
may set in
after the
decision!
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ProbIem SoIving
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
SeveraI Processes Are ReIevant to Strategy PIanning
Exhibit 6-9
+
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Economic buyers
Economic needs
Needs
Wants
Drive
Physiological needs
SaIety needs
Social needs
Personal needs
Perception
Selective exposure
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ey Terms
Selective perception
Selective retention
Learning
Cues
Response
ReinIorcement
Attitude
BelieI
Expectation
Psychographics
LiIestyle analysis
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Social class
ReIerence group
Opinion leader
Culture
Consideration set
Extensive problem
solving
Limited problem
solving
Routinized response
behavior
2005 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ey Terms
Low-involvement
purchases
Adoption process
Dissonance