CONSUMER BEHAVIOR
Model of Consumer Decision Making Process
1. Problem
Recognition
5.
Postpurchase
Behavior
Psychological: Motivation, Personality,
Perception, Learning, Lifestyle
2. Information
Search
Sociocultural: Reference groups, Family,
Culture, Subculture
4. Purchase
Decision
3. Alternative
Evaluation
2. Information Search
The process by which we survey the environment for appropriate
data to make a reasonable decision
Company associated
sources
Internal
Information
Search
Online
Third-party sources
E-WOM
External
(Prepurchase vs.
Ongoing)
Marketer-dominated
sources
Offline
Public sources
Personal sources
Consumer Reports’ evaluation of
smartphones
3. Evaluation of Alternatives
5. Post Purchase Assessment
Use/Non Use
Disposal
Post Purchase
Assessment
Satisfaction
Cognitive
Dissonance
Psychological Influences
Motivation
Lifestyle
Personality
(Psychographics)
Attitude
Perception
Learning
MOTIVATION
MASLOW’S
HIERARCHY OF
NEEDS
• The energizing force that
stimulates behavior to
satisfy a need.
• Determines the direction
and the intensity of a
behavior.
Selfactualization
Personal (status,
• A need creates a state of
respect)
tension that drives the
consumer to attempt to Social (friendship,
reduce or eliminate it.
belonging, love)
Safety (security)
Physiological (food, water)
Involvement
• The personal, social, and economic significance of the
purchase to the consumer.
• Marketing Implication:
In-store promotion, eye-catching
package design, and good
displays. Coupons, cents-off, 2for-1 offers
Extensive and informative
promotion to target market
High vs. Low?
Heuristics:
Mental shortcuts,
rules-of-thumb for
efficient decisions
Perception
1. Selective Perception
•
•
•
Selective Exposure: Consumer notices certain stimuli and ignores others
Selective Comprehension: Consumer changes or distorts information
that conflicts with feelings or beliefs
Selective Retention: Consumer mostly remembers the information that
supports personal beliefs
2. Subliminal Perception
“KN” car!
Learning
Any change in the content or organization of longterm memory or a relatively permanent change in
behavior.
1. Behavioral learning
– Classical conditioning (Stimulus generalization)
– Operant conditioning
2. Cognitive Learning
– Modeling
– Conceptual learning
Attitude
Learned predisposition to respond to an object or class of
objects in a consistently favorable or unfavorable way.
Beliefs (β)
Multiattribute Model
Importance
Smith
Princeton
Rutgers
Northlan
d
Academic reputation
6
8
9
6
3
All women
7
9
3
3
3
Cost
4
2
2
6
9
Proximity to home
3
2
2
6
9
Athletics
1
1
2
5
1
Party atmosphere
2
1
3
7
9
Library facilities
5
7
9
7
2
163
142
153
131
Attitude Score
Lifestyle
VALS System
Personality
CULTURE
Organized system that enables
people to function as members
of society
Subcultures
Situational Factors
1. Purchase task
2. Social surroundings (coconsumers, sales staff)
3. Physical surroundings
(decoration, odors,
temperature, point-ofpurchase stimuli)
4. Temporal effects (time)
5. Antecedent States (personal
circumstances)
Social Factors
• Social class: A group of people in a society who are
considered nearly equal in status or community esteem,
who regularly socialize among themselves both formally
and informally, and who share behavioral norms.
• Reference groups serve as information sources and
influence perceptions, constrain or stimulate consumer
behavior.
• Family
• Opinion leaders