CONSUMER
BEHAVIOR
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CONSUMER PURCHASE
DECISION PROCESS
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CONSUMER PURCHASE
DECISION PROCESS
• Problem Recognition:
Perceiving a Need
• Information Search:
Seeking Value
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CONSUMER PURCHASE
DECISION PROCESS
• Alternative Evaluation: Assessing Value
 Evaluative criteria
 Evoked set
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
Consumption or Use
 Cognitive dissonance
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CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
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Comparison of problem-solving variations
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CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
•
•
•
•
Routine Problem Solving
Limited Problem Solving
Extended problem Solving
Involvement and Marketing Strategy
• Situational Influences
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Influences on
the consumer
purchase
decision
process
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Motivation and Personality
• Motivation
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Hierarchy
of needs
“Maslow”
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Motivation and Personality
• Personality
 National character
 Self-concept
• Perception
• Selective Perception
• Subliminal perception
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Perception
• Perceived Risk
• Learning
• Behavioral Learning
• Cognitive Learning
• Brand Loyalty
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PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Values, Beliefs, and Attitudes
• Attitude Formation
 Attitude
 Beliefs
• Attitude Change
• Lifestyle
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VALSTM
psychographic
segments
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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Personal Influence
• Opinion Leadership
• Word of Mouth
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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Reference Groups
• Family Influence
• Consumer Socialization
• Family Life Cycle
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Modern US family life cycle
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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Family Influence
• Family Decision Making
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SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR
• Social Class
• Culture and Subculture
• African-American Buying Patterns
• Hispanic Buying Patterns
• Asian Buying Patterns
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Chevy Impala Ad
That Targets
KoreanAmericans
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Chevy Venture
Print Ad That
Targets
the ChineseAmerican Market
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Consumer Behavior
Consumer behavior is the actions a person
takes in purchasing and using products
and services, including the mental and
social processes that precede and follow
these actions.
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Purchase Decision Process
The stages a buyer passes through in
making choices about which products and
services to buy is the purchase decision
process.
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Evaluative Criteria
A consumer’s evaluative criteria represent
both the objective and subjective
attributes of a brand used to compare
different products and brands.
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Evoked Set
An evoked set is the group of brands that a
consumer would consider acceptable
from among all the brands of the product
class of which he or she is aware.
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Cognitive Dissonance
A feeling of postpurchase psychological
tension or anxiety is called cognitive
dissonance.
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Involvement
Involvement is the personal, social, and
economic significance of a purchase to a
consumer.
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Situational Influences
Situational influences that have an impact
on the purchase decision process are: (1)
the purchase task, (2) social
surroundings, (3) physical surroundings,
4) temporal effects, and (5) antecedent
states.
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Motivation
Motivation is the energizing force that
causes behavior that satisfies a need.
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Personality
Personality refers to a person’s consistent
behaviors or responses to recurring
situations.
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National Character
A national character is a distinct set of
personality characteristics common
among people of a country or society.
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Self-Concept
A person’s self-concept is the way people
see themselves and the way they believe
other people see them.
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Perception
Perception is the process by which an
individual selects, organizes, and
interprets information to create a
meaningful picture of the world.
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Subliminal Perception
Subliminal perception means that you see
or hear messages without being aware of
them.
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Attitude
An attitude is “a learned predisposition to
respond to an object or class of objects in
a consistently favorable or unfavorable
way.”
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Beliefs
Beliefs are a consumers subjective
perception of how well a product or
brand performs on different attributes.
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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.
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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.
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Learning
Learning refers to those behaviors that
result from (1) repeated experience and
(2) thinking.
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Brand Loyalty
Brand loyalty is a favorable attitude
toward and consistent purchase of a
single brand over time.
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Opinion Leaders
Individuals who exert direct or indirect
social influence over others are called
opinion leaders.
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Word of Mouth
People influencing each other during their faceto-face conversations is called word of mouth:
Satisfied customers tell one person to every
three that a dissatisfied customer tells
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Reference Groups
Reference groups are people to whom an
individual looks as a basis for selfappraisal or as a source of personal
standards.
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Consumer Socialization
The process by which people acquire the
skills, knowledge, and attitudes necessary
to function as consumers is consumer
socialization.
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Family Life Cycle
The family life cycle concept describes the
distinct phases that a family progresses
through from formation to retirement.
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Social Class
Social class is defined as the relatively
permanent, homogeneous divisions in a
society into which people sharing similar
values, interests, and behavior can be
grouped.
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Subcultures
Subgroups within the larger, or national,
culture with unique values, ideas and
attitudes are referred to as subcultures.
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