Consumer Buying Decision Process

Consumer Buying Decision Process

Objectives Objectives Determ Determine ine how cultur cultural, al, social social,, perso personal nal,, and psychological psychological factors influence consumer b consumer buying behavior. Descri be how the consumer makes a purchasing decision.

Model of Customer Buyer Behavior 

Consumer Buying Decision Process

Marketers Must Identify and Understand: Who Makes the Buying Decision Types of Buying Decisions Stages in the Buying Process

The proper understanding of Consumer behavior helps the marketers in

Outline the stages in the consumer  decision process. Dist Distin ingu guis ish h amon among g three three vari variat atio ions ns of  of  the consumer decision process: routine, limited, and extended prob pro blem solving.

Consumer Buying Decision Process

ive-Stage F ive-Stage

Model of the Consumer Buying Process

Consumer Buying Decision Process Post Post-p -pur urch chas ase e Beh Behav avio ior: r:  ± Consumers¶ Consumers¶ expecta expectation tions s are compared compared to performance  ± Post-purch Post-purchase ase satisfacti satisfaction on influences influences future behavior  Purc Purch hasin sing behavior 

Psy Psychol cholog ogic ical al infl influe uenc nces es affe affect ct consumer b consumer behavior, particularly purchase decision processes. Soci Socio o cult cultur ural al fact factor ors s infl influe uenc nce e on consumer b consumer behavior and their effects on purchase decisions.

Consumer Buying Decision Process Post Post-p -pur urch chas ase e Beh Behav avio ior: r:  ± Consumers¶ Consumers¶ expecta expectation tions s are compared compared to performance  ± Post-purch Post-purchase ase satisfacti satisfaction on influences influences future behavior  Purcha chasin sing behavior  Word-of Word-of-mo -mouth uth commu communi nicat catio ions ns

Reco Recogn gniz ize e how how mar marke kete ters rs can can use use knowledge of consumer b consumer  behavior to better understand and influence individual and family purchases.

CONSUMER PURCHASE CONSUMER PURCHASE DECISION PROCESS

Purchase decision process

portable Consumer Reports¶ evaluation of portab compact disc players (ab (a bridged)

CONSUMER PURCHASE DECISION PROCESS Alte Altern rnat ativ ive e Eval Evalua uati tion on:: Asse Assess ssin ing g Value Evaluative criteria Evoked set

Purc Purcha hase se Deci Decisi sion on:: Buy Buying ing Valu Value e Post Postpu purc rcha hase se Beha Behavi vior or:: Valu Value e in Consumption or Use Cognitive dissonance

CONSUMER PURCHASE DECISION PROCESS

Involvement and Prob Problem-Solving Variations

Comparison

of problem-solving Variations

CONSUMER PURCHASE DECISION PROCESS Invo Invollvem vement ent and and Pro Pro blem-Solving Variations (cont)  ± Rout Routin ine e Pro Problem Solving  ± Limit Limited ed Pro Problem Solving  ± Exte Extend nded ed pro prob blem Solving  ± Involveme Involvement nt and and Marketing Marketing Strateg Strategy y

Situational Influences

Influences on the consumer  purchase decision process

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR  Motiv otivat atio ion n and and Pers Person onal alit ity y  ± Motivation  ± Personality National character  Self-concept

Perception  ± Select Selective ive Percep Perceptio tion n  ± Su Sub bliminal perception  ± Perceived Risk

Hierarchy

of needs

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR  Learning  ± Behavior Behavioral al Learnin Learning g  ± Cogni Cognitiv tive e Learni Learning ng  ± Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR  Valu Values es,, Beli Belief efs, s, and and Att Attit itud udes es  ± Attitu Attitude de Forma Formatio tion n  Attitude Beliefs

 ± Attitu Attitude de Chan Change ge

Lifestyle

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR  Person rsonal al Infl Influe uen nce  ± Opinion Leadership  ± Word of Mouth

Reference Groups Family Influence  ± Consumer Socialization  ± Family Life Cycle  ± Family Decision Decision Making Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR  Social Class Culture and Su Sub bculture  ± African-Amer African-American ican Buying Buying Patterns Patterns  ± Hispanic Buying Patterns  ± Asian Buying Buying Patterns Patterns