Need Recognition

Functional needs pertain to the performance of a

product or service.

Functional needs pertain to the performance of a

product or service.

Psychological needs pertain to the personal gratification consumers associate with a product

and/or service.

Psychological needs pertain to the personal gratification consumers associate with a product

and/or service.5-1

pom9 Consumer Behavior 1

The Consumer Decision Process

5-2pom9 Consumer Behavior 2

Actual or Perceived Risk

5-3pom9 Consumer Behavior 3

In buying a car, what risks come to mind about making the wrong decision?

Evaluation of Alternatives: Attribute Sets

5-4

Universal sets include all possible choices for a product category.

Retrieval sets are the brands or stores that can be readily brought forth from memory.

A consumer’s evoked set comprises the alternative brands or stores that the consumer states he or she would consider when making a purchase decision.

pom9 Consumer Behavior 4

Evaluation of Alternatives: Evaluate Criteria

What are some of the features of a vacation that would be in your evaluative criteria?

5-5pom9 Consumer Behavior 5

(.4 * 10)

5-6

Evaluation of Alternatives:

pom9 Consumer Behavior 6

(.3 * 6) (.2 * 8)(.1 * 8) 4 + .8

+

1.8 + 1.6 = 8.2

Consumer Decision Rules

Evaluation of Alternatives: Decision Heuristics

5-7pom9 Consumer Behavior 7

Purchase and Consumption

Ritual consumption

5-8pom9 Consumer Behavior 8

Post-purchase: Customer Satisfaction

Build realistic expectationsDemonstrate correct product use

Provide money back guaranteeEncourage feedback

Customer contact

5-9pom9 Consumer Behavior 9

Post-purchase: Dissonance

• Firm’s attempt to reduce dissonance by reinforcing the decision

• Thank you letters, congratulations letters, quality ratings

5-10pom9 Consumer Behavior 10

Factors Influencing the Consumer Decision Process

5-11pom9 Consumer Behavior 11

Psychological Factors: Motives

5-12pom9 Consumer Behavior 12

Psychological Factors: Attitude

5-13pom9 Consumer Behavior 13

An attitude is a person’s enduring evaluation of his or her feelings about behavioral tendencies toward an object or idea.

Psychological Factors: Perception

5-14pom9 Consumer Behavior 14

Process by which we select, organize, and interpret information to form a meaningful picture of the world.

Psychological Factors: Learning and Lifestyle

5-15pom9 Consumer Behavior 15

Social Factors: Family

Decision makers Influencers

5-16pom9 Consumer Behavior 16

Social Factors: Reference Groups

5-17pom9 Consumer Behavior 17

A reference group is one or more persons whom an individual uses as a basis for comparison regarding beliefs, feelings, and behaviors.

Social Factors: Culture

5-18pom9 Consumer Behavior 18

Culture is defined as the shared meanings, beliefs, morals, values, and customers of a group of people.

Situational Factors

5-19pom9 Consumer Behavior 19

Types of Buying Decisions

5-20

Limited problem solving occurs during a purchase decision that calls for, at most, a moderate amount of effort and time.

Impulse buying is a buying decision made by customers on the spot when they see the merchandise.

Extended problem solving occurs during a purchase decision that calls for a lot of effort and time.

pom9 Consumer Behavior 20