consumer buying behavior. good afternoon!! 9/9/13 today’s agenda: learning about consumer buying...
TRANSCRIPT
CONSUMER BUYING BEHAVIOR
Good Afternoon!! 9/9/13
Today’s Agenda: Learning about Consumer Buying Behavior through: Consumer Vocabulary Consumer Buying Process Notes
This week: Consumer rights and responsibilities Comparison Shopping – what are YOU going
to shop for?
Consumer Market
Consists of all the individuals and households who buy or acquire goods and services for personal consumption.
Consumer Buying Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-PurchaseEvaluation
Types of Buying BehaviorRoutine ResponseLimited Decision Extensive Decision Impulse Buying
Factors Influencing Consumer Behavior
PersonalPsychological
SocialCultural
Personal FactorsAgeLife-Cycle Stage
Stages in Family Life-Cycle
1. Single2. Newly Married Couples3. Full Nest I4. Full Nest II5. Full Nest III6. Empty Nest I7. Empty Nest II8. Solitary Survivor9. Solitary Survivor, Retired
Personal Factors
AgeLife-Cycle StageOccupationEconomic CircumstancesLife Style
Buying Motives
Psychological WANTS Motivations Perceptions Learned experiences
Functional Satisfies a NEED
Psychological Factors“Wants”
Based on a want or desire to have something. Not a necessity.
Psychological Factors
Motivation: Freud
IdEgoSuper Ego
MaslowHierarchy of Needs
Psychological Factors Motivation Perception
The process by which an individual selects, organizes, and interprets inputs to create a meaningful picture of the world. Selective Exposure Selective Distortion Selective Retention
Psychological FactorsMotivationPerceptionLearning
Changes in an individual’s behavior arising from experience
Psychological Factors Motivation Perception Learning Beliefs
Descriptive thoughts that a person holds about something
Psychological Factors Motivation Perception Learning Beliefs Attitudes
Enduring favorable or unfavorable cognitive evaluations emotional feelings and action tendencies
Functional Factors“Needs”
Need over wants. Delivers to a real “need” to have something.
Social Class
Relatively homogenous, enduring divisions in a society,
hierarchically ordered with members sharing similar values,
interests, and behaviors.
American Social Classes
Upper Upper 1% Lower Upper 2% Upper Middle 12% Middle 32% Working 38% Upper Lower 9% Lower Lower 7%
Family Influence on Buying Behavior
Husband-DominantWife-DominantEqual
Culture & Subcultures
Cultures The accumulation of values, knowledge,
beliefs, customs, objects, and concepts that a society uses to cope with its environment
Subcultures Groups of individuals who have similar value
and behavior patterns within the group but differ from those in other groups.
Adoption Process1. Awareness2. Interest3. Evaluation4. Trial5. Decision6. Confirmation
Examples of Buying Motives:Psychological or Functional?
A senior wants to impress his date at the prom .His primary motive is …?
Psychological
Examples of Buying Motives:Psychological or Functional? A girl wants to remember her
grandmother on her birthday.Her primary motive is…?
Psychological
Examples of Buying Motives:Psychological or Functional? A homemaker needs a new washing
machine and has had good experiences with Sears.
Her primary motive is …?
Functional
Examples of Buying Motives:Psychological or Functional? A teacher wants to buy a practical car to
be used for family transportation.Her/His primary motive is …?
Functional
Examples of Buying Motives:Psychological or Functional? A career woman always buys Liz
Claiborne clothes.Her primary motive is…?
Psychological
Examples of Buying Motives:Psychological or Functional? An overweight 40 year old man wants to
loose weight so that he can reduce his blood pressure.His primary motive is…?
Functional
Examples of Buying Motives:Psychological or Functional? A homeowner needs to mow their lawn.
Their primary motive is…?
Functional
Consumer Buying Behavior Competency
Functional Motive
Psychological Motive
The price is 40 cents off the regular price.
It never needs ironing.
Diamonds are forever.
Serving you since 1971.
Ninety-day warranty.
Consumer Buying Behavior Competency
Functional Motive
Psychological Motive
Running shoe with built-in arch.
It’s all the rage—colored action wear and style.
Wheaties—the breakfast of champions!
Steel-belted radial tires warranted for 40,000 miles
A watch—a gift she will treasure always.
Consumer Buying Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Post-PurchaseEvaluation