CHAPTER
CONSUMER
BEHAVIOR
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-2
CONSUMER PURCHASE
DECISION PROCESS
• Consumer Behavior
• Purchase Decision Process
• Problem Recognition: Perceiving a Need
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-6
FIGURE 5-1 Purchase decision process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-7
CONSUMER PURCHASE
DECISION PROCESS
• Information Search: Seeking Value
 Internal Search
 External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-8
FIGURE 5-2 Consumer Report’s evaluation
of portable MP3-capable CD players
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-9
CONSUMER PURCHASE
DECISION PROCESS
• Alternative Evaluation: Assessing Value
 Evaluative Criteria
 Consideration Set
• Purchase Decision: Buying Value
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-10
FIGURE 5-A What new car buyers consider
most important in deciding what new car to
buy
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-11
CONSUMER PURCHASE
DECISION PROCESS
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
Consumption or Use
 Cognitive Dissonance
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-12
Consumer Purchase Decision
Why is post purchase behavior important?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-13
MARKETING NEWSNET
The Value of a Satisfied Customer
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-14
CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
 Routine Problem Solving
 Limited Problem Solving
 Extended Problem Solving
 Involvement and Marketing Strategy
• Situational Influences
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-15
FIGURE 5-3 Comparison of problem-solving
variations
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-16
FIGURE 5-4 Influences on the consumer
purchase decision process
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-18
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Motivation and Personality
 Motivation
 Personality
• Physiological Needs
• Self-Concept
• Safety Needs
• Social Needs
• Personal Needs
• Self-Actualization Needs
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-22
FIGURE 5-5 Hierarchy of needs
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-23
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception
 Selective Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention
 Subliminal Perception
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-24
ETHICS AND SOCIAL
RESPONSIBILITY ALERT
The Ethics of Subliminal Messages
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-25
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception
 Perceived Risk
• Obtain Seals of Approval
• Secure Endorsements from Influential People
• Provide Free Trials
• Give Extensive Usage Instructions
• Provide Warranties and Guarantees
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-26
Fresh Step Crystals Cat Litter
Why use the Good Housekeeping Seal?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-27
Mary Kay’s Velocity Fragrance
Why offer a free sample through a website?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-28
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Learning
 Behavioral Learning
• Drive
• Negative Reinforcement
• Response
• Stimulus Generalization
• Reinforcement
• Stimulus Discrimination
 Cognitive Learning
 Brand Loyalty
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-29
FIGURE 5-B Brand loyalty tendency by
product category
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-30
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Values, Beliefs, and Attitudes
 Attitude Formation
• Attitude
• Beliefs
 Attitude Change
• Change Beliefs About a Brand’s Attributes
• Change Perceived Importance of Attributes
• Add New Attributes to the Product
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-31
Colgate Total Toothpaste and
Bayer Extra Strength Aspirin
How did these ads change attitudes?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-32
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Lifestyle
 Psychographics
 VALS™
• Thinkers
• Experiencers
• Believers
• Makers
• Achievers
• Innovators
• Strivers
• Survivors
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-33
VALS™ Consumer Segments
How do consumers make purchase decisions?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-35
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Personal Influence
 Opinion Leadership
• Opinion Leaders
• Word of Mouth
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-39
Pierce Brosnan and Anna Kournikova
Why use celebrity spokespersons?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-40
FIGURE 5-C Word of mouth influence
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-41
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Reference Groups
 Membership Group
 Aspiration Group
 Dissociative Group
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-43
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Family Influence
 Consumer Socialization
 Family Life Cycle
 Family Decision Making
• Information Gatherer
• Purchaser
• Influencer
• User
• Decision Maker
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-44
FIGURE 5-6 Modern family life cycle
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-45
Haggar Clothing
What role do women play in this purchase?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-46
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Social Class
• Culture and Subculture
 African American Buying Patterns
 Hispanic Buying Patterns
 Asian American Buying Patterns
• Assimulated
• Nonassimulated
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-47
Bonne Bell Cosmetics
Why target the African American women market?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-48
Target
Why use Spanish language ads in the U.S.?
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-49
Consumer Behavior
Consumer behavior consists of the
actions a person takes in purchasing and
using products and services, including the
mental and social processes that come
before and after these actions.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-71
Purchase Decision Process
The purchase decision process is the
stages a buyer passes through in making
choices about which products and
services to buy.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-72
Evaluative Criteria
Evaluative criteria are the factors which
represent both the objective attributes of
a brand and the subjective ones a
consumer uses to compare different
products and brands.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-73
Consideration Set
A consideration set is the group of
brands that a consumer would consider
acceptable from among all the brands in
the product class of which he or she is
aware.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-74
Cognitive Dissonance
Cognitive dissonance is the feeling of
postpurchase psychological tension or
anxiety consumers may experience when
faced with two or more highly attractive
alternatives.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-75
Involvement
Involvement consists of the personal,
social, and economic significance of the
purchase to the consumer.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-76
Situational Influences
Situational influences consist of the five
aspects of the purchase situation that
impacts the consumer’s purchase decision
process: (1) the purchase task, (2) social
surroundings, (3) physical surroundings,
(4) temporal effects, and (5) antecedent
states.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-77
Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-78
Personality
Personality refers to a person’s consistent
behaviors or responses to recurring
situations.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-79
Self-Concept
Self-concept is the way people see
themselves and the way they believe others
see them.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-80
Perception
Perception is the process by which an
individual selects, organizes, and
interprets information to create a
meaningful picture of the world.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-81
Subliminal Perception
Subliminal perception is seeing or
hearing messages without being aware
of them.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-82
Perceived Risk
Perceived risk represents the anxieties
felt because the consumer cannot
anticipate the outcomes of a purchase
but believes that there may be negative
consequences.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-83
Learning
Learning refers to those behaviors that
result from (1) repeated experience and
(2) reasoning.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-84
Brand Loyalty
Brand loyalty is a favorable attitude
toward and consistent purchase of a
single brand over time.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-85
Attitude
An attitude is a “learned predisposition
to respond to an object or class of objects
in a consistently favorable or unfavorable
way.”
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-86
Beliefs
Beliefs are a consumer’s subjective
perception of how a product or brand
performs on different attributes based on
personal experience, advertising, and
discussions with other people.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-87
Lifestyle
Lifestyle is a mode of living that is
identified by how people spend their time
and resources, what they consider
important in their environment, and what
they think of themselves and the world
around them.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-88
Opinion Leaders
Opinion leaders are individuals who
exert direct or indirect social influence
over others.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-89
Word of Mouth
Word of mouth is the influencing of
people during conversations.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-90
Reference Groups
Reference groups are people to whom
an individual looks as a basis for
self-appraisal or as a source of personal
standards.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-91
Consumer Socialization
Consumer socialization is the process
by which people acquire the skills,
knowledge, and attitudes necessary to
function as consumers.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-92
Family Life Cycle
The family life cycle describes the
distinct phases that a family progresses
through from formation to retirement,
each phase bringing with it identifiable
purchasing behaviors.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-93
Social Class
Social class is the relatively permanent,
homogeneous divisions in a society into
which people sharing similar values,
interests, and behavior can be grouped.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-94
Subcultures
Subcultures are subgroups within the
larger, or national, culture with unique
values, ideas, and attitudes.
© 2006 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Slide 5-95