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Page 1: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

chapter

consumer behavior

five

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

Page 2: 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

Page 3: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

The Consumer Decision Process

5-3

Page 4: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Need Recognition

Functional needsFunctional needs

Psychological needsPsychological needs

Royalt

y-F

ree/C

OR

BIS

©D

igit

al V

isio

n/P

un

chS

tock

5-4

Page 5: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Search for Information

5-5

Page 6: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Factors Affecting Consumers’ Search Process

PerceivedBenefits

PerceivedCosts

5-6

Page 7: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

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

5-7

Page 8: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Actual or Perceived Risk

5-8

Page 9: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Evaluation of Alternatives: Attribute Sets

5-9

Page 10: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

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

5-10

Page 11: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Evaluation of Alternatives: Decision Heuristics

Amos Morgan/Getty Images

5-11

Page 12: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Purchase and Consumption

5-12

Page 13: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Post-purchase:

5-13

Page 14: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Factors Influencing the Consumer Decision Process

5-14

Page 15: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Involvement and Consumer Buying Decisions

5-15

Page 16: Chapter consumer behavior five McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved

Types of Buying Decisions

• Extended Problem Solving

• Limited Problem Solving– Impulse Buying– Habitual Decision Maki

ng

Courtesy Wendy’s International, Inc.

5-16


11-1 McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

17-1 © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1 McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc., All Rights Reserved. Chapter Seven McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin ©2008 The McGraw-Hill Companies, All Rights

Chapter Ten LocalMarketing in Emerging Markets Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Chapter 11 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 Chapter 11 Reporting and Interpreting Owners’ Equity. Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

© The McGraw-Hill Companies, Inc., 2002 McGraw-Hill/Irwin

McGraw-Hill/Irwin © 2009 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, All Rights Reserved

Chapter 10 · Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 2001 $ Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2007 by The McGraw-Hill

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies, Inc

© The McGraw-Hill Companies, Inc., 2003 McGraw-Hill/Irwin

4 1 Irwin/McGraw Hill

McGraw-Hill/Irwin Copyright © 2004, The McGraw-Hill Companies

10-1 McGraw-Hill/Irwin

12-1 McGraw-Hill/Irwin © 2012 The McGraw-Hill Companies, All Rights Reserved McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All

1 2-1 McGraw-Hill/Irwin Copyright © 2003 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,

McGraw-Hill/Irwin Copyright © 2008, The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill Companies,

Irwin / McGraw-Hill

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

Relevant Costs for Decision Making - NELY BACHSIN BLOG · PDF fileChapter Thirteen . McGraw-Hill/Irwin ... McGraw-Hill/Irwin Copyright © 2008, ... McGraw-Hill/Irwin Copyright © 2008,

Local Marketing in Mature Markets Chapter Eight. Irwin/McGraw-Hill ©The McGraw-Hill Companies,, Inc., 2000 Irwin/McGraw-Hill ©The McGraw-Hill Companies,,

Chapter McGraw-Hill/Irwin Copyright © 2008 by The McGraw-Hill

McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved

Irwin/McGraw Hill The McGraw-Hill Companies, Inc., 2000 · Slides by Matthew Will Chapter 2 Irwin/McGraw Hill ©The McGraw-Hill Companies, Inc., 2000. Irwin/McGraw Hill ... " Tools

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All

#14-1 McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin © 2005 The McGraw-Hill Companies, Inc., All Rights

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© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

McGraw-Hill/Irwin ©2005 The McGraw-Hill Companies, All rights reserved ©2005 The McGraw-Hill Companies, All rights reserved McGraw-Hill/Irwin

© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved

McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill

McGraw-Hill/Irwin Copyright © 2008 The McGraw-Hill Companies