Uploaded byMervyn Maico Aldana
Lesson 7 cmarketing
The document discusses consumer buying behavior and the consumer buying decision process. It describes the five stages of the consumer buying decision process as problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also discusses the psychological, situational, and social influences that impact consumer decisions at each stage of the buying process. These include factors like perception, motives, learning, attitudes, reference groups, culture, and more.
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Lesson 7 cmarketing
- 1. Consumer Buying Behavior CMARKETING M.ALDANA, FACULTY - SHTM
- 2. Buying Behavior Buyingbehavior is the decision processes and actions of people involved in buying and using products.
- 3. Consumer Buying Behavior Refers to the buying behavior of ultimate consumers – those who purchase products for personal or household use and not for business purposes.
- 4. Consumer Buying DecisionProcess Is a five-stage process that includes: problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
- 5. Step 1 –Problem Recognition Occurs when a buyer becomes aware of a difference between a desired state and an actual condition. Can be rapid or rather slow for some Marketers use sales personnel, advertising, and packaging to help trigger recognition of such needs
- 6. Step 2 –Information Search After recognizing the problem or need, a buyer will decide whether to pursue satisfying the need. If the customer chooses to move forward, he or she will next search for product information to help resolve the problem or satisfy the need.
- 7. Step 2 –Information Search Information search has 2 aspects: Internal Search – search their memories for information that might solve their problem External Search – communication with relatives, comparison of available brands and prices, marketer-dominated sources, and/or public sources
- 8. Step 3 -Evaluation of Alternatives A successful information search within a product category yields a group of brands that a buyer views as possible alternatives. This group of brands is sometimes called a consideration set (or evoked set).
- 9. Step 3 -Evaluation of Alternatives To assess the products in a consideration set, the buyer uses an evaluative criteria: objective characteristics and subjective characteristics that are important to him or her.
- 10. Step 4 -Purchase In this stage, the consumer chooses to buy the product or brand yielded by the evaluation of alternatives. Product availability may influence which brand is ultimately purchased. During this stage, buyers also pick the seller from which they will buy the product.
- 11. Step 5 –Postpurchase Evaluation After the purchase, the buyer evaluates the product to ascertain if its actual performance meets expected levels. Pospurchase evaluation stage is especially important for high-priced items. Shortly after the purchase of an expensive product, cognitive dissonance may happen. It is the doubt that a buyer feels after a purchase whether the decision was the right one.
- 12. Types of ConsumerDecision Making and Level of Involvement To acquire products that satisfy their current and future needs, consumers engage in different types of decision-making processes that vary depending on the nature of the product. The amount of effort, both mental and physical, that buyers expend in solving problems also varies considerably with the cost and type of product. A major determinant of the type of decision-making process employed depends on the customer’s level of involvement, which is the degree of interest in a product and the importance the individual places on that product.
- 13. Types of ConsumerDecision Making and Level of Involvement Level of Involvement High involvement products tend to be those that are visible to others (e.g. real estate, high-end electronics, automobiles) and are more expensive Low-involvement products are much less expensive and have less associated societal risk (e.g. grocery or drugstore items)
- 14. Types of ConsumerDecision Making and Level of Involvement A person’s interest in a product or product category that is ongoing and long-term is referred to as enduring involvement. Most consumers have an enduring involvement with very few activities or items, ex. Apple products a brand that inspires loyalty and trust. Situational involvement is temporary and dynamic, and results from a particular set of circumstances, such as the sudden need to buy a new bathroom faucet after the current one starts leaking.
- 15. Types of ConsumerDecision Making and Level of Involvement A consumer uses routinized response behavior when buying frequently purchased, low-cost items that require very little search-and-decision effort. Buyers engage in limited decision making when they buy products occasionally, or unfamiliar brands in a family product category. Requires slightly more time for information gathering and deliberation. Extended decision making occurs with high-involvement, unfamiliar, expensive, or infrequently purchased items – car, home, college education. Impulse buying – unplanned buying behavior resulting from a powerful urge to buy something immediately.
- 16. Situational Influences onthe Buying Decision Process Situational influences – result from circumstances, time, and location that affect the consumer decision process. Situational factors can influence the buyer during any stage of the consumer buying decision process and may cause the individual to shorten, lengthen, or terminate the process. Situational factors can be classified into five categories: physical surroundings, social surroundings, time perspective, reason for purchase, and the buyer’s momentary mood and condition.
- 17. Psychological Influences onthe Buying Decision Process Psychological influences partly determine people’s general behavior and thus influence their behavior as consumers. Includes perception, motives, learning, attitudes, personality and self-concept, and lifestyles.
- 18. Psychological Influences onthe Buying Decision Process Perception – the process of selecting, organizing, and interpreting information inputs to produce meaning. Information inputs are sensations received through sight, taste, hearing, smell, and touch.
- 19. Perceptual Process Selection-organization-interpretation The 1st step in the perceptual process is selection. We constantly receive pieces of information, only some reach our awareness. We would be completely overwhelmed if we paid attention to all sensory inputs, so we select some and ignore others. This process is called selective exposure.
- 20. Perceptual Process Selectivedistortion – changing or twisting of information that is inconsistent with personal feelings or beliefs Selective retention – remembering information inputs that support personal feelings and beliefs and forgetting inputs that do not
- 21. Perceptual Process The2nd step in the process of perception is perceptual organization. Information inputs that reach awareness are not received in an organized form. To produce meaning, an individual must organize and integrate new information with what is already stored in memory. Figure-ground – a portion of the information inputs that reach awareness stand out as the figure and others become the background Closure – occurs when a person fills in missing information in a way that conforms to a pattern or statement
- 22. Perceptual Process The3rd step in the perceptual process, is the assignment of meaning to what has been organized. A person interprets information according to what he or she expects or what is familiar.
- 23. Motives A motiveis and internal energizing force that directs a person’s activities toward satisfying needs or achieving goals. Buyers are affected by a set of motives rather than just one. Motives can be physical feelings, states of mind, or emotions. Motives also affect the direction and intensity of behavior.
- 24. Maslow’s Hierarchy ofNeeds Abraham Maslow wrote a theory on motivation based on a hierarchy of needs. The pyramid is known as Maslow’s hierarchy of needs. It states that people are constantly striving to move up the hierarchy, fulfilling one level of needs, then aspiring to fulfill the next. Motives that influence which establishments a customer frequents are called patronage motives.
- 25. Learning Learning refersto changes in a person’s thought processes and behavior caused by information and experience. Consequences of behavior strongly influence the learning process. Behaviors that result in positive consequences tend to be repeated.
- 26. Attitudes An attitudeis an individual’s enduring evaluation of feelings about and behavioral tendencies toward an object or idea. Although attitudes can change over time, they tend to remain stable and do not vary, particularly in the short term. An attitude consists of three major components: cognitive, affective, and behavioral.
- 27. Attitudes The cognitivecomponent is the person’s knowledge and information about the object or idea. The affective component comprises the individuals’ feelings and emotions toward the object or idea. Emotions relate to feelings and can create visceral responses related to behavior.
- 28. Personality and Self-concept Personality is a set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations. Personality is a unique combination of hereditary characteristics and personal experiences. A person’s self-concept is closely linked to personality. Self-concept (self-image) is one’s perception or view of oneself.
- 29. Lifestyles A lifestyleis an individual’s pattern of living expressed through activities, interests, and opinions. People partially determine their own lifestyles, but lifestyle is also affected by personality and by demographic factors. Lifestyles have a strong impact on many aspects of the consumer buying decision process, from problem recognition to postpurchase behavior.
- 30. Social Influences on theBuying Decision Process
- 31. Roles Roles areactions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons. Every person occupies numerous positions, they have many roles. Thus multiple sets of expectations are placed on each person’s behavior. The expectations around us affect our purchases of many different types of products.
- 32. Family Influences Parentsteach children how to cope with a variety of problems, including those that help with purchase decisions. Consumer socialization is the process through which a person acquires the knowledge and skills to function as a consumer.
- 33. Reference Groups Areference group is a group, either large or small, with which a person identifies so strongly that he or she adapts the values, attitudes, and behavior of group members. Membership – group to which one actually belongs to Aspirational – group to which a person aspires to belong Dissociative – a group the a person does not want to be associated with
- 34. Opinion Leaders Anopinion leader is a member of an informal group who provides information about a specific topic, to other group members seeking information. The opinion leader is in a position, or has knowledge or expertise, that makes him or hem a credible source of information.
- 35. Social Classes Asocial class is an open aggregate of people with similar social rank.
- 36. Culture and Subcultures Culture is the accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generations. A subculture is a group of individuals whose characteristics, values, and behavioral patterns are similar within the group and different from those of people in the surrounding culture.