CHAPTER 3
CONSUMER BEHAVIOR
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Consumer Decision Making
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Extensive Decision Making:
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Limited Decision Making:
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Highly complex and expensive products, such as
car, house.
Moderate time spend for purchasing, such as shirts,
shoes.
Routine Decision Making
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Simple and inexpensive products, such as candy
bars, soft drinks.
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Consumer Decision Making
Process
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Problem recognition
Information search:
(1) written sources
(2) Personal Sources
(3)Electronic sources
Evaluation of alternatives: Product test
Purchase Decision
Post Purchase Behaviors:
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Cognitive Dissonance
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Need Recognition
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Psychological Factors: Maslow’s Hierarchy
of Needs
Physiological
 Safety
 Love
 Esteem
 Self-actualization
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Alternative Search
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Internal sources
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Group sources
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advertising, dealers, sales person, displays
Public sources
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family, friend, neighbors
Marketing sources
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store information
consumer report
Personal Experience
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Evaluation of Alternatives
Information about number of brands
 Evoked set of alternatives
 Evaluations of Attributes
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Color,quality, size
Consumers’ perception of attributes
 Greatest number of desired attributes that
the consumer likes the best
 Selection the brand consumer likes the best
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Purchase Decision

Perceived Risk
Consumers reduce risk in their decision by reducing
uncertainty
 They purchase small quantity
 Seek additional information
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Post Purchase Behaviors
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Cognitive Dissonance
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Dissatisfaction with the purchase
• If selected brand does not promise the expected
performance
• If unselected brand becomes more favorable or
exceed the expectations
• If expected risk of purchase becomes higher
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Reducing the Dissonance
•
•
•
•
Full support by the manufacturer
Advertising the product as a best buy
Sending a congratulation letter
Establishing consumer satisfaction unit
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Factors Influencing
Purchasing Decision
Economic Factors: Income, price
 Age and life cycle
 Geography: Regional factors
 Social class
 Culture and subculture
 Peer pressure: Membership group,
Aspiration group, family
 Life style: VALS2
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VALS 2 Principle
VALS
VALS 22
5-8
5-8
Actualizers
Actualizers
Abundant
Abundant Resources
Resources
Principle Oriented
Status Oriented
Action Oriented
Fulfilleds
Fulfilleds
Achievers
Achievers
Experiencers
Experiencers
Believers
Believers
Strivers
Strivers
Makers
Makers
Strugglers
Strugglers
Minimal
Minimal Resources
Resources
Ó Copyright 1999 Prentice Hall
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Situational Influences
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Physical surroundings
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Social surroundings
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Time since last purchase
Task Definition
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Additional depth of a situation
Temporal Perspectives
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Lighting, music
Personal use or gift
Antecedent States-cash/credit
card payment
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Factors Influencing
Purchasing Decision (Cont.)
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Diffusion of Innovation
(1) Innovator (2.5%)
(2) Early Adopters (13.5%)
(3) Early Majority (34%)
(4) Late Majority (34%)
(5) Laggards (16%)
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Adoption of Innovation
Early Majority
Innovators
Percentage of Adopters
Adoption
Adoption of
of Innovations
Innovations
Early
Adopters
Late Majority
34%
Laggards
34%
16%
13.5%
2.5%
5-19
5-19
Time of Adoption
Early
Late
Ó Copyright 1999 Prentice Hall
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Usage and Loyalty
Usage status-experience of consumer(nonusers, former users, potential users, firsttime users, regular users)
 Loyalty status: Hard-core, soft-core,
switchers
 Customer franchise: Long experience with
the product/brand-Coca Cola
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Consumers in Turkey
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