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• Consumer behavior
• The actions a person takes in purchasing and using products and
services,
including the mental and social processes that precede and follow these
actions.
The behavioral sciences help answer questions such as :
Why people choose one product or brand over another,
How they make these choices, and
How companies use this knowledge to provide value to consumers
• Consumer Decision Making Process process
I. CONSUMER PURCHASE DECISION PROCESS
○ Behind the visible act of making a purchase lies a decision process that must be investigated.
○ The purchase decision process is the stages a buyer passes through in making choices about which
products and services to buy. :
1. problem recognition,
2. information search,
Five Stages
of 3. alternative evaluation,
Consumer Decision Process
4. purchase decision, and
5. post-purchase behavior.
○ Consumers may skip or minimize one or more steps in the purchase decision process depending on
the level of involvement
the personal, social, and economic significance of the purchase
○ Three characteristics of high-involvement purchase
is expensive,
can have serious personal consequences, or
. could reflect on one’s social image.
G. Situational Influences
The purchase task The reason for engaging in the decision.
Five Social surroundings Including others present when a purchase decision is made.
situational Physical surroundings Such as decor, music, and crowding in retail stores.
influences Temporal effects Such as time of day or the amount of time available.
Antecedent states Which include the consumer’s mood or amount of cash on hand
II. PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
Concepts such as motivation and personality; perception; learning; values, beliefs
and attitudes; and lifestyle are useful for interpreting buying processes and
directing marketing efforts.
A. Motivation and Personality
1. Motivation
○ is the energizing force that causes behavior that satisfies a need.
○ Needs are hierarchical
○ Once basic physiological needs are met, people seek to satisfy learned needs.
○ Physiological
○ Safety
○ Social /
Physiological needs
Belongingness
○ Esteem
From lowest to highest, the hierarchy is:
○ Self actualization
2. Personality
○ A person's consistent behavior or responses to recurring situations.
○ Research suggests that key traits affect brand and product-type preferences.
○ Cross-cultural analysis also suggests that residents of different countries have a national character, or a
distinct set of personality characteristics common among people of a country or society.
○ Personality characteristics are often revealed in a person’s self-concept, which is the way people see
themselves and the way they believe others see them.
B. Perception
○ The process by which an individual uses information to create a meaningful picture of the world by
selecting,
organizing
interpreting
○ Perception is important because people selectively perceive what they want and it affects how people see
risks in a purchase.
1. Selective Perception
Selective ○ Filtering
perception
exposure,
comprehension, and
retention
○ in the human brain’s attempt to organize and interpret information.
○ Consumers can pay attention to messages that are consistent with their own attitudes and
Selective beliefs
exposure
○ Consumers can ignore messages that are inconsistent.
C. Learning
○ Those behaviors that result from
Repeated experience
Thinking.
1. Behavioral Learning
○ The process of developing automatic responses to a situation built up
○ through repeated exposure to it.
Values ○ personally or socially preferable modes of conduct or states of existence that are enduring.
Beliefs ○ consumer's subjective perception of how well a product or brand performs on different attributes.
2. Attitude Change
○ Changing beliefs about the extent to which a brand has certain
Approaches
attributes.
to try to
change consumer ○ Changing the perceived importance of attributes.
attitudes
○ Adding new attributes to the product.
E. Lifestyle
Lifestyle is a mode of living that is identified by
activities How a person spends time and resources
interests What a person considers important in the environment
opinions what a person thinks of self and the world
○ Psychographics
The analysis of consumer lifestyle
helps to segment and target consumers for new and existing products.
Values and Lifestyles (VALS) Program
○ Developed by SRI International
○ Identified eight interconnected categories of adult lifestyles
○ based on a person’s self-orientation and resources.
Self-orientation Resources
○ Three patterns of attitudes and activities that help people reinforce their social ○ income
self-image.
○ education
○ self-
○ The three patterns are oriented toward confidence
principles, ○ health
status, ○ eagerness to
action. buy
○ intelligence
○ energy level.
•
III. SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
○ Sociocultural influences evolve from a formal and informal relationships with other people.
Influences Include
Personal influence
Reference groups
The family
Social class
Culture
Subculture.
A. Personal Influence
Opinion leaders ○ individuals who exert direct or indirect social influence over others
B. Reference Groups
Reference groups are people to whom an individual looks as a basis for self-appraisal or as a source of personal stan
groups have an important influence on the purchase of luxury products but not of necessities. :
Membership
○ one to which a person actually belongs
group
Aspiration ○ one with which a person wishes to be identified.
group
Dissociative ○ one from which a person wants to maintain a distance because of differences in values
group behaviors
C. Family Influence
D. Social Class
○ The relatively permanent, homogeneous divisions in a society into which people sharing similar values
behavior are grouped.
○ Determinants of social class include
occupation,
source of income (not level of income)
education.
○ Social class is a basis for identifying and reaching particularly good prospects for products and servic
Upper classes are targeted by companies for items such as financial investments, expensive ca
Middle classes represent a target market for home improvement centers and automobile parts s
Lower classes are targeted for products such as sports and scandal magazines.