Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision

stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Cultural Factors

Culture
Subculture
Social Class

Buyer
Culture
A set of values, perceptions , preferences, and
that guide one’s behaviors.

Culture
Subculture
Social Class

Buyer
Subculture Smaller cultures that provide more specific
identification and socialization for their
members: nationalities, religions, racial
groups, geographical regions

Culture
Subculture
Social Class

Buyer
Social Class Relatively homogeneous divisions in a
society, hierarchically ordered. In the
US, they are based upon income,
occupation, and education.

Culture
Subculture
Social Class

Buyer
 Michelob - Upper-middle-class
product position: super premium
Upper-middle-class price; prestige themes;
status/professional backgrounds

Budweiser - Middle-class product

position: premium price;
Middle-class achievement, sharing themes;
middle-class backgrounds

Busch - Working-class product

Working-class position: popular price; sports
themes; working-class backgrounds
 Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision

stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Social Factors

Reference
Groups

Roles &
Family
Statuses
Roles

Republican
Church Roommate
member

College INDIVIDUAL Bookstore

student employee

AMA
Basketball member
player
Daughter
 Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision

stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
 Influences on Consumer Behavior

Personal Influences

Age and Family Life Lifestyle

Cycle Stage

Occupation & Personality &

Economic Circumstances Self-Concept
 Family Life Cycle Kids at Marital
home status
Yes No S M
Young Single  
Young Married  
Full nest 1 (> 35)  
Single parent 1  
Middle aged single (36-65)  
Full nest 2 (36-65)  
Single Parent 2 (36-65)  
Empty Nest 1 (36-65)  
Older Single (<65)  
Empty Nest 2 (<65)  
http://future.sri.com/VALS/VALSindex.shtml
 Dimensions of a Consumer’s
Self-Concept

Dimensions of Actual Ideal

Self-Concept Self-Concept Self-Concept

How I actually see How I would like to

Private Self myself. see myself.

How others actually How I would like

Social Self see me. others to see me.
 Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision

stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Psychological Factors

Motivation

Beliefs &
Attitudes
Perception Learning
Maslow’s Hierarchy of Needs
5
Self-
actualization
(self-development
and realization)

4 Esteem needs
(self-esteem, recognition)
Social needs
3 (sense of belonging, love)
Safety needs
2
(security, protection)
Psychological needs
1 (food, water, shelter)
EXPECTANCY MODEL OF
MOTIVATION

1. Expectancy - If I try, can I achieve a given level of

performance?

2. Instrumentality - If I achieve a given level of

performance, will I be rewarded?

3. Valence - Do I value the reward?

Attitudes and Beliefs

Attitudes are the enduring favorable or

unfavorable evaluations, emotions, and actions
toward some object or idea.

Beliefs are descriptive thoughts that a person

holds about something.
Learning

Changes in behavior caused by information

and experience.
 Four Types of Buying Behavior
High Low
Involvement Involvement

Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior
 Consumer Buying Process
Problem
recognition

Information
search

Evaluation of
alternatives

Purchase
decision

Postpurchase
behavior
Sources of consumer information

Personal: Family, friends, neighbors, acquaintances

Commercial: Advertising, salespeople, dealers, packaging,

displays, web sites.

Public: Mass media, consumer ratings organizations

Experiential : handling, examining, using the product.

 Which is most influential?

 Which supplies the largest quantity of information?
How much searching will a
consumer do?
Depends upon….
 Amount of information one starts with

 Ease of obtaining information

 Value of additional information

 Satisfaction derived from searching

 Importance of the product to the person

Attribute evaluation process
Attributes

Computer Memory Graphics Weight Price

A 10 8 6 4

B 8 9 8 3

C 6 8 10 5

D 4 3 7 8

Weight .4 .3 .2 .1
Attribute evaluation process cont..

Computer A = 0.4(10) + 0.3(8) + 0.2(6) + 0.1(4) = 8

Computer B = 0.4(8) + 0.3(9) + 0.2(8) + 0.1(3) = 7.8

Computer C = 0.4(6) + 0.3(8) + 0.2(10) + 0.1(5) = 7.3

Computer D = 0.4(4) + 0.3(3) + 0.2(7) + 0.1(8) = 4.7

 Decision Making Sets
Total
Set Aware-
Consid-
ness
eration Choice
Set
Set Set Decision
 Postpurchase Evaluation in Services

Word-of-mouth
communications Personal needs Past experience
Consumer

Expected service

Gap 5
Perceived service

Gap 1
Service delivery (including External
pre- and post-contacts) communi-
Gap 4 cations to
Marketer

Gap 3 consumers
Translation of perceptions
to service-quality specifications
Gap 2
Management perceptions
of consumer expectations