Consumer Buying Decission Making Process

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Chapter 08

Consumer BuyingBehavior

Part Four

Customer Behavior


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Copyright Houghton Mifflin Company. All rights reserved. 8 | 2

Chapter Learning Objectives

1. Describe the level of involvement and types ofconsumer problem-solving processes

2. Recognize the stages of the consumer buyingdecision process

3. Explain how situational influences may affectthe consumer buying decision process

4. Understand the psychological influences that

may affect the consumer buying decisionprocess

5. Be familiar with the social influences that affectthe consumer buying decision process


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Chapter Outline

Level of Involvement and Consumer Problem-Solving Processes

Consumer Buying Decision Process Problem Recognition

Information Search

Evaluation of Alternatives

Purchase

Postpurchase Evaluation

Situational Influences on the Buying DecisionProcess


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Chapter Outline (contd)

Psychological Influences on the Buying DecisionProcess Perception

Motives

Learning

Attitudes

Personality and Self-Concept

Lifestyles


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Chapter Outline (contd)

Social Influences on the Buying DecisionProcess Roles

Family Influences

Reference Groups

Personality and Self-Concept

Opinion Leaders

Social Classes

Culture and Subcultures


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Introduction

Buying Behavior The decision processes and acts of people involved

in buying and using products

Consumer Buying Behavior Buying behavior of people

who purchase productsfor personal use andnot for business purposes


7/35Copyright Houghton Mifflin Company. All rights reserved. 8 | 7

Level of Involvement and ConsumerProblem-Solving Processes

Level of Involvement An individuals degree of interest in a product and

the importance of the product for that person Enduring involvement is ongoing and long term

Situational involvement is temporary and dynamic Routinized Response Behavior

The process used when buying frequentlypurchased, low-cost items that require little search-

and-decision effort



Level of Involvement and ConsumerProblem-Solving Processes (contd)

Limited Problem Solving The process that buyers use when purchasing

products occasionally or when they need informationabout an unfamiliar brand in a familiar product

category Extended Problem Solving

The process employed when purchasing unfamiliar,expensive, or infrequently bought products

Impulse Buying An unplanned buying behavior resulting from a

powerful urge to buy something immediately



Figure 8.1: Consumer Buying Decision Processand Possible Influences on the Process



Consumer BuyingDecision Process

Problem Recognition Occurs when a buyer becomes aware of a difference

between a desired state and an actual condition

May occur rapidly or slowly

Information Search Internal search

Buyers search their memories for information aboutproducts that might solve their problem

External search Buyers seek information from outside sources



Consumer BuyingDecision Process (contd)

Evaluation of Alternatives Consideration set

A group of brands that the buyer views as alternatives forpossible purchase

Evaluative criteria Objective and subjective characteristics that are important

to a buyer

Framing the alternatives Describing the alternatives and their attributes in a certain

manner to make a particular characteristic appear moreimportant especially to the inexperienced buyer




Purchase Choosing the product or brand to be bought based

on the outcome of the evaluation stage

The choice of seller may affect the final product

selection. Factors such as terms of

sale, price, delivery, andwarranties may affectthe sale.




Postpurchase Evaluation Cognitive dissonance

A buyers doubts shortly after a purchase about whetherthe decision was the right one

Buyers are mostly likely to seek reassurance afterthe purchase of an expensive, high-involvementproduct



Situational Influenceson the Buying Decision Process

Situational Influences Factors that can influence a buyers purchase

decision and may cause the buyer to short,lengthen, or terminate the process.

Major Situational Factors Physical surroundings

Social surroundings

Time perspective

Reason for purchase Buyers momentary mood and condition



Figure 8.2: Fish or Birds?



Psychological Influenceson the Buying Decision Process

Psychological Influences Factors that in part determine peoples general

behavior, thus influencing their behavior asconsumers

Perception The process of selecting, organizing, and

interpreting information inputs toproduce meaning

Information Inputs Sensations received through the

sense organs



Psychological Influenceson the Buying Decision Process (contd)

Selective Exposure The process of selecting inputs to be exposed to our

awareness while ignoring others

Selective Distortion

An individuals changing or twisting of informationwhen it is inconsistent with personal feelings orbeliefs

Selective Retention

Remembering information inputs that supportpersonal feelings and beliefs and forgetting inputsthat do not




Perceptual Organization Organizing and integrating new information with

what is already stored in memory. Closure occurs when a person mentally fills in missing

elements in a pattern or statement

12312312312312312.


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Perceptual Interpretation The assignment of meaning to what has been

organized based on what is expected or what isfamiliar

Attempts by marketers to influence interpretation canfail because

consumers block out sellers information.

consumers interpret sellers information differently thanintended.

consumers discard information that is inconsistent withprior beliefs.


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Motives An internal energizing force that directs a persons

behavior toward satisfying needs or achieving goals

Maslows Hierarchy of Needs

The five levels of needs that humans are motivatedto seek and satisfy, from least to most important are

Physiological needsfood, water, sex, clothing, shelter

Safety needssecurity, freedom

Social needslove, affection, belonging

Esteem needsrespect, recognition, self-worth

Self-actualization needspersonal growth needs


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Figure 8.3: Maslows Hierarchy of Needs

Maslow believed that people seek to fulfill fivecategories of needs.


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Learning Changes in an individuals thought processes and

behavior caused by information and experience

Behaviors that produce satisfying consequences are

likely to be repeated. Consumers learn about products by

experiencing the products personally.

gaining additional product knowledge from seller-

provided information. indirect information from other purchasers/users.


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Attitudes An individuals enduring evaluation of, feelings

about, and behavioral tendencies toward an objector idea

Attitudinal Components Cognitive

Knowledge and information about the object or idea

Affective

Feelings and emotions toward the object or idea Behavioral

Individuals action regarding the object or idea


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Attitude Scale A means of measuring consumer attitudes by

gauging the intensity of an individuals reactions toadjectives, phrases, or sentences about an object


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Personality and Self-Concept Personality

A set of internal traits and distinct behavioral tendenciesthat result in consistent patterns of behavior in certainsituations

Self-concept (self-image) Perception or view of oneself

Lifestyles Lifestyle

An individuals pattern of living expressed throughactivities, interests, and opinions


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Social Influenceson the Buying Decision Process

Social Influences The forces other people exert on ones buying

behavior

Role

Actions and activities that a person in a particularposition is supposed to perform based onexpectations of the individual and surroundingpersons

Multiple role-expectation sets affect behavior. Roles influence both general and buying behaviors.


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Social Influenceson the Buying Decision Process (contd)

Family Influences Consumer socialization

The process through which a person acquires theknowledge and skills to function as a consumer

Family Decision-Making Processes Autonomicequally shared decision making

Husband-dominanthusband makes decisions

Wife-dominantwife makes decisions

Syncraticdecisions made jointly


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Reference Groups Any group that positively or negatively affects a

persons values, attitudes, or behavior Membership

Aspirational Disassociative

Opinion Leader A knowledgeable, accessible individual who

provides information about a specific sphere ofinterests to followers


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S f


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Social Class An open group of individuals with similar social rank

Individuals in the same social class develop and assume common behavioral patterns.

have similar attitudes, values, language patterns, andpossessions.

Influences many major life decisions

Influences shopping patterns and spending habits


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Source: Adapted from Richard P. Coleman, The Continuing Significance of Social Class to Marketing, Journal of Consumer Research. Dec. 1983, pp.

265-280. Reprinted with permission from The University of Chicago Press. With data from J. Paul Peter and Jerry C. Olson, Consumer Behavior Marketing

Strategy Perspective (Homewood, IL: Irwin, 1987), p. 433. Copyright 1987 The McGraw-Hill Companies, Inc. Reprinted with permission.

S i l I fl th B i


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Social Influences on the BuyingDecision Process (contd)

Culture The accumulated values, knowledge, beliefs,

customs, objects, and concepts of a society Culture influences buying behavior.

Cultural changes affect product development, promotion,distribution, and pricing.

Subcultures Groups of individuals whose characteristic values

and behavior patterns are similar and differ from

those of the surrounding culture African American Hispanic Asian American


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After reviewing this chapter you should:

1. Understand the level of involvement and typesof consumer problem-solving processes

2. Recognize the stages of the consumer buyingdecision process

3. Explain how situational influences may affectthe consumer buying decision process

4. Understand the psychological influences thatmay affect the consumer buying decisionprocess

5. Be familiar with social influences that affect theconsumer buying decision process

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Consumer Buying Decission Making Process