consumer buying decision process
TRANSCRIPT
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Consumer Buying Decision Process
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Objectives
• Determine how cultural, social, personal, and psychological factors influence consumer buying behavior.
• Describe how the consumer makes a purchasing decision.
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Model of Customer Buyer Behavior
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Consumer Buying Decision Process
Who Makes the Buying DecisionWho Makes the Buying Decision
Types of Buying DecisionsTypes of Buying Decisions
Stages in the Buying ProcessStages in the Buying Process
Marketers Must Identify and Understand:
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• Outline the stages in the consumer decision process.
• Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.
The proper understanding of Consumer behavior helps the marketers in
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Consumer Buying Decision Process
Five-Stage Model of the Consumer Buying Process
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Consumer Buying Decision Process
• Post-purchase Behavior:– Consumers’ expectations are compared to
performance– Post-purchase satisfaction influences future
behavior
• Purchasing behavior
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• Psychological influences affect consumer behavior, particularly purchase decision processes.
• Socio cultural factors influence on consumer behavior and their effects on purchase decisions.
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Consumer Buying Decision Process
• Post-purchase Behavior:– Consumers’ expectations are compared to
performance– Post-purchase satisfaction influences future
behavior• Purchasing behavior• Word-of-mouth communications
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• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.
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Purchase decision process
CONSUMER PURCHASE DECISION PROCESS
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Consumer Reports’ evaluation of portable compact disc players (abridged)
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• Alternative Evaluation: Assessing Value
• Evaluative criteria• Evoked set
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in Consumption or Use
• Cognitive dissonance
CONSUMER PURCHASE DECISION PROCESS
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• Involvement and Problem-Solving Variations
CONSUMER PURCHASE DECISION PROCESS
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Comparison of problem-solving Variations
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• Involvement and Problem-Solving Variations (cont)– Routine Problem Solving– Limited Problem Solving– Extended problem Solving– Involvement and Marketing Strategy
• Situational Influences
CONSUMER PURCHASE DECISION PROCESS
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Influences on the consumer purchase decision process
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• Motivation and Personality– Motivation– Personality
• National character• Self-concept
• Perception– Selective Perception– Subliminal perception– Perceived Risk
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
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Hierarchy of needs
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• Learning– Behavioral Learning– Cognitive Learning– Brand Loyalty
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
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• Values, Beliefs, and Attitudes– Attitude Formation
• Attitude• Beliefs
– Attitude Change
• Lifestyle
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR
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• Personal Influence– Opinion Leadership– Word of Mouth
• Reference Groups
• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR
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• Social Class
• Culture and Subculture– African-American Buying Patterns– Hispanic Buying Patterns– Asian Buying Patterns
SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR