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It exert a broad and deep influence on consumer behavior.
Culture – the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
Marketers are always trying to spot cultural shifts in order to discover new products that might be wanted.
Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations.
Subcultures includes nationalities, religions, racial groups, and geographic regions.
It exert a broad and deep influence on consumer behavior.
Culture – the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
Marketers are always trying to spot cultural shifts in order to discover new products that might be wanted.
Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations.
Subcultures includes nationalities, religions, racial groups, and geographic regions.
The Buyer Decision Process
The Buyer Decision Process
Need RecognitionNeed Recognition
Information SearchInformation Search
Evaluation of AlternativesEvaluation of Alternatives
Purchase DecisionPurchase Decision
Postpurchase BehaviorPostpurchase Behavior
External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the environment
External Stimuli
• TV advertising
• Magazine ad
• Radio slogan
•Stimuli in the environment
Internal Stimuli
• Hunger
• Thirst
• A person’s normal needs
Internal Stimuli
• Hunger
• Thirst
• A person’s normal needs
Need RecognitionDifference between an actual state and a desired state
Need RecognitionDifference between an actual state and a desired state
•Family, friends, neighbors•Most influential source of information
•Advertising, salespeople•Receives most information
from these sources
•Mass Media•Consumer-rating groups
•Handling the product•Examining the product•Using the product
Personal Sources Personal Sources
Commercial SourcesCommercial Sources
Public SourcesPublic Sources
Experiential SourcesExperiential Sources
The Buyer Decision ProcessStep 3. Evaluation of Alternatives
Product AttributesEvaluation of Quality, Price, & Features
Product AttributesEvaluation of Quality, Price, & Features
Degree of ImportanceWhich attributes matter most to me?
Degree of ImportanceWhich attributes matter most to me?
Brand BeliefsWhat do I believe about each available brand?
Brand BeliefsWhat do I believe about each available brand?
Total Product SatisfactionBased on what I’m looking for, how satisfied
would I be with each product?
Total Product SatisfactionBased on what I’m looking for, how satisfied
would I be with each product?
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
Evaluation ProceduresChoosing a product (and brand) based on one
or more attributes.
Purchase IntentionDesire to buy the most preferred brand
Purchase IntentionDesire to buy the most preferred brand
Purchase Decision
Attitudes of others
Unexpected situational factors
The Buyer Decision ProcessStep 5. Postpurchase Behavior
Consumer’s Expectations of
Product’s Performance
Dissatisfied Customer
Satisfied Customer!
Product’s Perceived
Performance
Cognitive Dissonance
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