chapter consumer behavior five mcgraw-hill/irwin copyright © 2013 by the mcgraw-hill companies,...

chapter

consumer behavior

five

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

LEARNING OBJECTIVES

LO1 Articulate the steps in the consumer buying process.

LO2 Describe the difference between functional and psychological needs.

LO3 Describe factors that affect information search.LO4 Discuss post-purchase outcomes.LO5 List the factors that affect the consumer

decision process.LO6 Describe how involvement influences the

consumer decision process.

Consumer Behavior

5-2

The Consumer Decision Process

5-3

Need Recognition

Functional needsFunctional needs

Psychological needsPsychological needs

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Search for Information

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Factors Affecting Consumers’ Search Process

PerceivedBenefits

PerceivedCosts

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The Locus of Control

Internal Locus of Control = more search activities

Internal Locus of Control = more search activities

External Locus of Control = Fate, external factors

External Locus of Control = Fate, external factors

Royalty-Free/CORBIS

©Comstock/JupiterImages

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Actual or Perceived Risk

5-8

Evaluation of Alternatives: Attribute Sets

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Evaluation of Alternatives: Evaluate Criteria

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

evaluative criteria?

Digital Vision/Getty Images

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Evaluation of Alternatives: Decision Heuristics

Amos Morgan/Getty Images

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Purchase and Consumption

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Post-purchase:

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Factors Influencing the Consumer Decision Process

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Involvement and Consumer Buying Decisions

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Types of Buying Decisions

• Extended Problem Solving

• Limited Problem Solving– Impulse Buying– Habitual Decision Maki

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Courtesy Wendy’s International, Inc.

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