Chapter Five
Final Consumers
and Their Buying
Behavior
For use only with Perreault and McCarthy texts.
© 2003 McGraw-Hill Companies, Inc.
McGraw-Hill/Irwin
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When we finish this lecture you should
1. Know how income affects consumer behavior and
spending patterns.
2. Understand the economic buyer model of buyer
behavior.
3. Understand how psychological variables affect an
individual’s buying behavior.
4. Understand how social influences affect an
individual’s and household’s buying behavior.
5. See why the purchase situation has an effect on
consumer behavior.
6. Know how consumers use problem-solving processes.
7. Have some feel for how a consumer handles all the
behavioral variables and incoming stimuli.
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A Luxury Item
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Exhibit 5-1
Income Dimensions of the US Market
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Appealing to Higher Income Consumers
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The Behavioral Sciences Help You
Understand the Buying Process
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Exhibit 5-2
How We Will View Consumer Behavior
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Psychological Influences within an Individual
Needs
Wants
Drives
Consumers seek benefits to match
needs and wants!
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Several Needs at the Same Time
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
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Interactive Exercise: Needs
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Personal Needs
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Perception Determines What
Consumers See and Feel
Selective
Exposure
Selective
Retention
Selective
Perception
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Learning Determines What Response is Likely
Drive
Cues
Reinforcement
Response
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Cue
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Attitudes Relate to Buying
Belief: an
opinion
Attitude: a
point of view
Need to
Understand
Attitudes
attitudes &
Beliefs
Key
Concepts
Meeting
Expectations
Is Important
Work With
Existing
Attitudes
Ethical Issues
May Arise
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Personality and Lifestyle Analysis
Personality: how
people see things
Activities
Interests
Opinions
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Exhibit 5-7
The Family Life Cycle
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Family Life Cycle Implications
Acceptance of
new ideas
Reallocation
for teenagers
Key
Issues
Senior Citizens
Empty Nesters
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Credit Card Use
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Social Influences Affect Consumer Behavior
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Exhibit 5-8
Social Class Affects Attitudes, Values, & Buying
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Other Social Influences
Reference Groups
Opinion Leaders
Culture
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Ethnic Dimensions of the US Market
Buy
Differently
Avoid
Stereotypes
High Growth
Rate
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Appealing to Minority Consumers
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Individuals Are Affected by
the Purchase Situation
Purchase
Reason
Time Available
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Physical
Surroundings
Consumers Use Problem Solving Processes
Marketing Mixes
All Other Stimuli
Psychological
Variables
Social Influences
Person Making
Decision
Need-want Awareness
Purchase
Situation
Routinized Response
Information Search
Set Criteria
Feedback of
Information as
Attitudes
Decide on Solution
Postpone
Decision
Purchase Product
Response
Postpurchase
Evaluation
Exhibit 5-10
Grid of Evaluative Criteria Helps
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Three Levels of Problem Solving Are Useful
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information
Routinized
Response
Behavior
Low involvement
High involvement
Infrequently purchased
Expensive
High risk
Much information desired
Limited
Problem
Solving
Extensive
Problem
Solving
High involvement
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Limited or Extensive Problem Solving?
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Problem Solving is a Learning Process
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
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Dissonance
may set in
after the
decision!
Problem Solving
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Key Terms
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Discretionary income
Economic buyers
Economic needs
Needs
Wants
Drive
Physiological needs
Safety needs
Social needs
Personal needs
Perception
Selective exposure
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Selective perception
Selective retention
Learning
Cues
Response
Reinforcement
Attitude
Belief
Expectation
Psychographics
Lifestyle analysis
Empty nesters
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Key Terms
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Social class
Reference group
Opinion leader
Culture
Extensive problem
solving
 Limited problem
solving
 Routinized response
behavior
 Low-involvement
purchases
 Adoption process
 Dissonance
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