MARKETING BEGINS
WITH CUSTOMERS
6.1 Understanding Consumer Behavior
6.2 What Motivates Buyers?
6.3 Types Of Decision-Making
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UNDERSTANDING
CONSUMER BEHAVIOR
GOALS for Lesson 6.1
Describe the importance of
understanding consumer behavior.
Demonstrate and understanding of
consumer wants and needs.
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Consumer Behavior
Final consumers
Business consumers
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Consumers’
Wants and Needs
A want is an unfulfilled desire.
A need is anything you require to live.
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Maslow’s Hierarchy of Needs
Self-Actualization (to realize your potential)
Esteem (respect and recognition)
Social (friends, love, belonging)
Security (physical safety and economic security)
Physiological (food, sleep, water, shelter, air)
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WHAT MOTIVATES
BUYERS?
GOALS for Lesson 6.2
Distinguish between different buying
motives.
Describe the five steps of the consumer
decision-making process.
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Buying Motives
Emotional motives
Rational motives
Patronage motives
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The
DecisionMaking
Process
Postpurchase
Evaluation
Purchase
Alternative
Evaluation
Information
Search
Problem
Recognition
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TYPES OF
DECISION-MAKING
GOALS for Lesson 6.3
Describe the influences on the
consumer decision-making process.
Explain how consumers and businesses
use routine, limited, and extensive
decision-making.
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Influences on the Consumer
Decision-Making Process
Personality
Social class
Cultural environment
Reference groups
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Types of
Decision-Making
Routine decision-making
Limited decision-making
Extensive decision-making
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Marketers’ Response
If the consumer considers alternatives
If the consumer is brand-loyal
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