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Chapter 08
Consumer BuyingBehavior
Part Four
Customer Behavior
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Chapter Learning Objectives
1. Describe the level of involvement and types ofconsumer problem-solving processes
2. Recognize the stages of the consumer buyingdecision process
3. Explain how situational influences may affectthe consumer buying decision process
4. Understand the psychological influences that
may affect the consumer buying decisionprocess
5. Be familiar with the social influences that affectthe consumer buying decision process
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Chapter Outline
Level of Involvement and Consumer Problem-Solving Processes
Consumer Buying Decision Process Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Postpurchase Evaluation
Situational Influences on the Buying DecisionProcess
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Chapter Outline (contd)
Psychological Influences on the Buying DecisionProcess Perception
Motives
Learning
Attitudes
Personality and Self-Concept
Lifestyles
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Chapter Outline (contd)
Social Influences on the Buying DecisionProcess Roles
Family Influences
Reference Groups
Personality and Self-Concept
Opinion Leaders
Social Classes
Culture and Subcultures
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Introduction
Buying Behavior The decision processes and acts of people involved
in buying and using products
Consumer Buying Behavior Buying behavior of people
who purchase productsfor personal use andnot for business purposes
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Level of Involvement and ConsumerProblem-Solving Processes
Level of Involvement An individuals degree of interest in a product and
the importance of the product for that person Enduring involvement is ongoing and long term
Situational involvement is temporary and dynamic Routinized Response Behavior
The process used when buying frequentlypurchased, low-cost items that require little search-
and-decision effort
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Level of Involvement and ConsumerProblem-Solving Processes (contd)
Limited Problem Solving The process that buyers use when purchasing
products occasionally or when they need informationabout an unfamiliar brand in a familiar product
category Extended Problem Solving
The process employed when purchasing unfamiliar,expensive, or infrequently bought products
Impulse Buying An unplanned buying behavior resulting from a
powerful urge to buy something immediately
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Figure 8.1: Consumer Buying Decision Processand Possible Influences on the Process
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Consumer BuyingDecision Process
Problem Recognition Occurs when a buyer becomes aware of a difference
between a desired state and an actual condition
May occur rapidly or slowly
Information Search Internal search
Buyers search their memories for information aboutproducts that might solve their problem
External search Buyers seek information from outside sources
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Consumer BuyingDecision Process (contd)
Evaluation of Alternatives Consideration set
A group of brands that the buyer views as alternatives forpossible purchase
Evaluative criteria Objective and subjective characteristics that are important
to a buyer
Framing the alternatives Describing the alternatives and their attributes in a certain
manner to make a particular characteristic appear moreimportant especially to the inexperienced buyer
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Consumer BuyingDecision Process (contd)
Purchase Choosing the product or brand to be bought based
on the outcome of the evaluation stage
The choice of seller may affect the final product
selection. Factors such as terms of
sale, price, delivery, andwarranties may affectthe sale.
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Consumer BuyingDecision Process (contd)
Postpurchase Evaluation Cognitive dissonance
A buyers doubts shortly after a purchase about whetherthe decision was the right one
Buyers are mostly likely to seek reassurance afterthe purchase of an expensive, high-involvementproduct
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Situational Influenceson the Buying Decision Process
Situational Influences Factors that can influence a buyers purchase
decision and may cause the buyer to short,lengthen, or terminate the process.
Major Situational Factors Physical surroundings
Social surroundings
Time perspective
Reason for purchase Buyers momentary mood and condition
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Figure 8.2: Fish or Birds?
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Psychological Influenceson the Buying Decision Process
Psychological Influences Factors that in part determine peoples general
behavior, thus influencing their behavior asconsumers
Perception The process of selecting, organizing, and
interpreting information inputs toproduce meaning
Information Inputs Sensations received through the
sense organs
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Psychological Influenceson the Buying Decision Process (contd)
Selective Exposure The process of selecting inputs to be exposed to our
awareness while ignoring others
Selective Distortion
An individuals changing or twisting of informationwhen it is inconsistent with personal feelings orbeliefs
Selective Retention
Remembering information inputs that supportpersonal feelings and beliefs and forgetting inputsthat do not
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Psychological Influenceson the Buying Decision Process (contd)
Perceptual Organization Organizing and integrating new information with
what is already stored in memory. Closure occurs when a person mentally fills in missing
elements in a pattern or statement
12312312312312312.
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Psychological Influenceson the Buying Decision Process (contd)
Perceptual Interpretation The assignment of meaning to what has been
organized based on what is expected or what isfamiliar
Attempts by marketers to influence interpretation canfail because
consumers block out sellers information.
consumers interpret sellers information differently thanintended.
consumers discard information that is inconsistent withprior beliefs.
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Psychological Influenceson the Buying Decision Process (contd)
Motives An internal energizing force that directs a persons
behavior toward satisfying needs or achieving goals
Maslows Hierarchy of Needs
The five levels of needs that humans are motivatedto seek and satisfy, from least to most important are
Physiological needsfood, water, sex, clothing, shelter
Safety needssecurity, freedom
Social needslove, affection, belonging
Esteem needsrespect, recognition, self-worth
Self-actualization needspersonal growth needs
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Figure 8.3: Maslows Hierarchy of Needs
Maslow believed that people seek to fulfill fivecategories of needs.
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Psychological Influenceson the Buying Decision Process (contd)
Learning Changes in an individuals thought processes and
behavior caused by information and experience
Behaviors that produce satisfying consequences are
likely to be repeated. Consumers learn about products by
experiencing the products personally.
gaining additional product knowledge from seller-
provided information. indirect information from other purchasers/users.
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Psychological Influenceson the Buying Decision Process (contd)
Attitudes An individuals enduring evaluation of, feelings
about, and behavioral tendencies toward an objector idea
Attitudinal Components Cognitive
Knowledge and information about the object or idea
Affective
Feelings and emotions toward the object or idea Behavioral
Individuals action regarding the object or idea
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Psychological Influenceson the Buying Decision Process (contd)
Attitude Scale A means of measuring consumer attitudes by
gauging the intensity of an individuals reactions toadjectives, phrases, or sentences about an object
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Psychological Influenceson the Buying Decision Process (contd)
Personality and Self-Concept Personality
A set of internal traits and distinct behavioral tendenciesthat result in consistent patterns of behavior in certainsituations
Self-concept (self-image) Perception or view of oneself
Lifestyles Lifestyle
An individuals pattern of living expressed throughactivities, interests, and opinions
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Social Influenceson the Buying Decision Process
Social Influences The forces other people exert on ones buying
behavior
Role
Actions and activities that a person in a particularposition is supposed to perform based onexpectations of the individual and surroundingpersons
Multiple role-expectation sets affect behavior. Roles influence both general and buying behaviors.
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Social Influenceson the Buying Decision Process (contd)
Family Influences Consumer socialization
The process through which a person acquires theknowledge and skills to function as a consumer
Family Decision-Making Processes Autonomicequally shared decision making
Husband-dominanthusband makes decisions
Wife-dominantwife makes decisions
Syncraticdecisions made jointly
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Social Influenceson the Buying Decision Process (contd)
Reference Groups Any group that positively or negatively affects a
persons values, attitudes, or behavior Membership
Aspirational Disassociative
Opinion Leader A knowledgeable, accessible individual who
provides information about a specific sphere ofinterests to followers
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S f
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Social Influenceson the Buying Decision Process (contd)
Social Class An open group of individuals with similar social rank
Individuals in the same social class develop and assume common behavioral patterns.
have similar attitudes, values, language patterns, andpossessions.
Influences many major life decisions
Influences shopping patterns and spending habits
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Source: Adapted from Richard P. Coleman, The Continuing Significance of Social Class to Marketing, Journal of Consumer Research. Dec. 1983, pp.
265-280. Reprinted with permission from The University of Chicago Press. With data from J. Paul Peter and Jerry C. Olson, Consumer Behavior Marketing
Strategy Perspective (Homewood, IL: Irwin, 1987), p. 433. Copyright 1987 The McGraw-Hill Companies, Inc. Reprinted with permission.
S i l I fl th B i
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Social Influences on the BuyingDecision Process (contd)
Culture The accumulated values, knowledge, beliefs,
customs, objects, and concepts of a society Culture influences buying behavior.
Cultural changes affect product development, promotion,distribution, and pricing.
Subcultures Groups of individuals whose characteristic values
and behavior patterns are similar and differ from
those of the surrounding culture African American Hispanic Asian American
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After reviewing this chapter you should:
1. Understand the level of involvement and typesof consumer problem-solving processes
2. Recognize the stages of the consumer buyingdecision process
3. Explain how situational influences may affectthe consumer buying decision process
4. Understand the psychological influences thatmay affect the consumer buying decisionprocess
5. Be familiar with social influences that affect theconsumer buying decision process