consumer buying behaviour_jayant

8/12/2019 Consumer Buying Behaviour_Jayant

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I. Consumer Markets and Consumer Buying Behavior

A. A consumer market consists of purchasers and household members who intend to

consume or benefit from the purchased products and do not buy products for the primary purposeof making a profit.

B. Buying behavior is the decision processes and acts of people involved in buying and

using products.

C. Consumer buying behavior refers to the buying behavior of ultimate consumers.

II. Level of Involvement and Consumer Problem-Solving Processes

D. To acquire and maintain products that satisfy their current and future needs consumersengage in different types of problem!solving processes depending on the nature of the products

involved. The amount of effort both mental and physical that buyers e"pend in solving

problems also varies considerably.

#. A ma$or determinant of the type of problem!solving process employed depends on thecustomer%s level of involvement, the degree of interest in a product and the importance the

individual places on that product.

&. 'evels of involvement may be classified as low high enduring and situational.

a( )igh!involvement products tend to be those that are visible to others *e.g. clothingfurniture or automobiles( and e"pensive as well as issues of high importance such as health

care.

b( 'ow!involvement products tend to be less e"pensive and have less associated social risk

such as many grocery items.

c( A person%s interest in a product or product category that is ongoing and long term is

referred to as +enduring involvement.,

d( +-ituational involvement, is temporary and dynamic and results from a particular set of

circumstances such as the need to buy a new car after being involved in an accident.

e( Consumer involvement may be attached to product categories *e.g. sports( loyalty to a

specific brand interest in a specific advertisement *e.g. a funny commercial( or a medium *suchas a particular television show( or to certain decisions and behaviors *e.g. a love of shopping(.

. Involvement level as well as other factors affects a person%s selection of one of three

types of consumer problem solving/ routini0ed response behavior limited problem solving ore"tended problem solving.


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f( Routinized response behavior is the type of consumer problem!solving process that

requires very little search!and!decision effort1 it is used for products that are low priced and

bought frequently.

g( Limited problem solving is a type of consumer problem!solving process that buyers use

when they purchase products occasionally or need information about unfamiliar brands in afamiliar product category1 it requires a moderate amount of time for information gathering and

deliberation.

h( Extended problem solving is the consumer problem!solving process employed when

unfamiliar e"pensive or infrequently bought products *such as a car home and college

education( are purchased1 buyers use many criteria to evaluate brands and spend more timesearching for information and deciding on the purchase.

i( mpulse buying in contrast is an unplanned buying behavior involving a powerful urge

to buy something immediately.

III. Consumer Buying Decision Process

2. The consumer buying decision process is a five!stage purchase decision process thatincludes problem recognition information search evaluation of alternatives purchase and

postpurchase evaluation.

3. The actual act of purchase is only one stage in the process and is a later stage.

4. 5ot all decision processes once initiated lead to an ultimate purchase1 the individual

may terminate the process at any stage.

6. 5ot all consumer buying decisions include all five stages.

7. Problem Recognition

8. This stage occurs when a buyer becomes aware of a difference between a desired state

and an actual condition.

9. The individual may be unaware of the problem or need.

:. ;arketers may use sales personnel advertising and packaging to trigger recognition of

needs or problems.

. After the consumer becomes aware of the problem or need he or she searches for

information about products that will help resolve the problem or satisfy the need.


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&&. There are two aspects to an information search/

$( In the internal search buyers first search their memories for information about products

that might solve the problem.

k( In the external search buyers seek information from outside sources.

*&( An e"ternal search occurs if buyers cannot retrieve enough information from their

memories for a decision.

*( Buyers seek information from friends relatives public sources such as government

reports or publications or marketer!dominated sources of information such as salespeopleadvertising websites package labeling and in!store demonstrations and displays.

&. =epetition a technique well known to advertisers increases consumers% learning of

information1 however repetition eventually may cause wearout meaning consumers pay less

attention to the commercial and respond to it less favorably than they did at first.

I. valuation of !lternatives

&3. A successful information search within a product category yields a consideration

!evoked" set of products or a group of brands that the buyer views as possible alternatives.

l( In this stage the consumer establishes a set of evaluative criteria against which to

compare the characteristics of the products in the evoked set.

m( The consumer rates and eventually ranks the brands in the consideration set by using the

criteria and their relative importance.

&4. ;arketers can influence consumers% evaluation by +framing, the alternatives?that is by

the manner in which they describe the alternatives and attributes.

@. Purchase

&6. The consumer selects the product or brand to be purchased.

&8. roduct availability seller choice and terms of sale may influence the final product

selection.

&9. The actual purchase is made unless the process has been terminated earlier.

. Post"urchase valuation

&:. The buyer begins to evaluate the product after purchase based on many of the criteriaused in the evaluation of alternatives stage.


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$sychological influences are those that operate in part to determine people%s general behavior

thus influencing their behavior as consumers.

5. Perce"tion

&. $erceptionis the process of selecting organi0ing and interpreting information inputs toproduce meaning. nformation inputsare sensations received through sight taste hearing smell

and touch. Ehen we hear an advertisement see a friend smell polluted air or water or touch a

product we receive information inputs.

9. As the definition indicates perception is a three!step process.

q( Although we receive numerous pieces of information at once only a few reach our

awareness.

*3( Through a process calledselective exposure%an individual selects which inputs will reach

awareness.

*( #elective distortionis changing or twisting currently received information1 it occurs whena person receives information inconsistent with personal feelings or beliefs.

*4( In selective retention, a person remembers information inputs that support personal

feelings and beliefs and forgets inputs that do not.

r( To produce meaning an individual must mentally organi0e and integrate new informationwith what is already stored in memory.

s( Interpretation the third step in the perceptual process is the assignment of meaning towhat has been organi0ed. A person bases interpretation on what he or she e"pects or what is

familiar.

:. Although marketers cannot control buyers% perceptions they often try to influence them

through information.

t( This may fail if a consumer%s perceptual process operates such that a seller%s information

never reaches the consumer%s awareness.

u( It may fail if a buyer receives a seller%s information and perceives it differently from the

way the marketer intended.

v( It may fail when buyers perceive information inputs that are inconsistent with prior

beliefs1 they are likely to forget the information quickly.

. Motives


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F. !ttitudes

An attitude is an individual%s enduring evaluation of feelings about and behavioral tendencies

toward an ob$ect or idea.

38. Attitudes are learned through e"perience and interaction with other people.

39. Attitudes remain generally stable but they can be changed.

3:. An attitude consists of three ma$or components/ cognitive *knowledge and information

about an ob$ect or idea( affective *feelings and emotions toward an ob$ect or idea( and

behavioral *actions regarding an ob$ect or idea(.

3. ;arketers use several approaches to measure consumer attitudes toward dimensions suchas prices package designs brand names advertisements salespeople repair services store

locations features of e"isting or proposed products and social responsibility activities.

dd( Direct questioning of consumers

ee( ro$ective techniques

ff( Attitude scales are means of measuring consumers% attitudes by gauging the intensity of

individuals% reactions to ad$ectives phrases or sentences about an ob$ect.

4&. ;arketers may try to change negative attitudes toward an aspect of a marketing mi" tomake them more favorable but this is generally a long e"pensive and difficult task and may

require e"tensive promotional efforts.

=. Personality and Self-Conce"t

4. $ersonality is a set of internal traits and distinct behavioral tendencies that result in

consistent patterns of behavior.

gg( The uniqueness of one%s personality arises from hereditary background and personal

e"periences.

hh( Ehen advertisements focus on certain types of personalities the advertiser uses

personality characteristics that are valued positively.

43. #elf)concept% or self!imageis a perception or view of oneself.

ii( Buyers purchase products that reflect and enhance their self!concept.


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$$( A person%s self!concept may influence whether he or she buys a product in a specific

product category and may have an impact on brand selection.

-. Lifestyles

Lifestyle is an individual%s pattern of living e"pressed through activities interests and opinions.

44. atterns include the way people spend time e"tent of interaction with others and general

outlook on life and living.

46. eople partially determine their lifestyle but lifestyles are influenced by other factors.

48. 'ifestyles influence product needs.

I. Social Influences on the Buying Decision Process

#ocial influences are the forces that other people e"ert on one%s buying behavior.

T. Roles

49. A role is a set of actions and activities that an individual in a particular position is

supposed to perform based on the e"pectations of both the individual and surrounding persons.

4:. #ach individual has many roles and each role affects both general behavior and buying

behavior.

G. #amily Influences and Consumer Buying Decisions

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ll( The influencer is a family member who e"presses his or her opinions and tries to

influence buying decisions.

mm( The decider is a member who makes the buying choice.

nn( The buyer is a member who actually makes the purchase.

oo( The user is any household member who consumes or uses the product.

. Reference $rou"s

64. A reference group is any group?large or small?that positively or negatively affects a

person%s values attitudes or behaviors.

66. 2amilies friends church groups and professional groups are e"amples of referencegroups.

68. There are three ma$or types of reference groups/ membership aspirational and

disassociative.

pp( A membership reference group is one to which an individual actually belongs1 the

individual identifies with group members strongly enough to take on the values attitudes andbehaviors of people in that group.

qq( An aspirational reference group is a group to which a person aspires to belong1 the

individual desires to be like those group members.

rr( A group that a person does not wish to be associated with is a disassociative or negativereference group1 the individual does not want to take on the values attitudes and behavior of

group members.

69. A reference group is an individual%s point of comparison and a source of information.

6:. )ow much a reference group influences a purchasing decision depends on the

individual%s susceptibility to reference group influence and strength of involvement with thegroup.

6. A marketer sometimes uses reference group influence in advertisements to promote the

message that people in a specific group buy the product and are highly satisfied with it.

E. %"inion Leaders

8&. An opinion leader is a reference group member who provides information about a

specific sphere that interests reference group participants.


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8. An opinion leader is likely to be most influential when consumers have high product

involvement but low product knowledge when they share the opinion leader%s values and

attitudes and when the product details are numerous or complicated.

H. Social Classes

Asocial class is an open group of individuals with similar social rank.

83. The criteria used to group people into classes vary from one society to another.

84. In our society we group according to many factors including occupation education

income wealth race ethnic group and possessions1 analyses of social class in the Gnited -tatesdivide people into three to seven categories.

86. To some degree individuals within social classes develop common patterns of behavior.

88. Because social class influences so many aspects of a person%s life it also affects

ss( Buying decisions

tt( -pending saving and credit practices

uu( Type quality and quantity of products

vv( -hopping patterns and stores patroni0ed

. Culture and Subcultures

89. Culture is the accumulation of values knowledge beliefs customs ob$ects and concepts

that a society uses to cope with its environments1 culture includes/

ww( Tangible items such as food clothing furniture buildings and tools

""( Intangible concepts such as education welfare and laws

yy( The values and a broad range of behaviors accepted by a specific society

8:. The concepts values and behavior that make up a culture are learned and passed from

one generation to the ne"t.

8. International marketers must take into account tremendous global cultural differences.

00( eople in other regions of the world have different attitudes values and needs.


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aaa( International marketers must adapt to different methods of doing business and must

develop different types of marketing mi"es.

9&. #ubcultures are groups of individuals whose characteristic values and behavior patternsare similar and differ from those of the surrounding culture.

bbb( -ubcultural boundaries are usually based on geographic designations and demographic

factors.

ccc( ;arketers recogni0e that the growth in the number of G.-. subcultures has resulted in

considerable variation in consumer buying behavior.

*6( !frican !merican Subculture

*( 'argest racial or ethnic subculture

*( -hop more often use less coupons prefer ads specifically targeting African Americans

*( =esearch shows a positive response to ads that reflect heritage

*8( &is"anic Subculture

*( Eithin the ne"t ten years will become the largest ethnic group

*( -trong family values need for respect affects buying trends

*( Concern for product quality and strong brand loyalty

*9( !sian !merican Subculture

*( 2astest growing most affluent and perhaps most diverse American subculture

*( Individual language religion and value system of each group influences purchasing

decisions

*( -ome cross!culture traits include an emphasis on hard work strong family ties and highvalue placed on education

consumer buying behaviour_jayant

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