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