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Consumer Behavior: How and Why People Buy

2. Chapter Objectives. Define consumer behavior and explain why consumers buy what they buyDescribe the prepurchase, purchase, and postpurchase activities that consumers engage in when making decisionsExplain how internal factors influence consumers' decision-making processesShow how situational

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Consumer Behavior: How and Why People Buy

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    2. 2 Chapter Objectives Define consumer behavior and explain why consumers buy what they buy Describe the prepurchase, purchase, and postpurchase activities that consumers engage in when making decisions Explain how internal factors influence consumers’ decision-making processes Show how situational factors at the time and place of purchase influence consumer behavior Explain how consumers’ relationships with other people influence their decision-making processes Show how the Internet offers consumers opportunities to participate in consumer-to-consumer marketing

    3. 3 Decisions, Decisions Consumer behavior: The process we use to select, purchase, use, and dispose of goods, services, ideas, or experiences to satisfy needs/desires Internal, situational, and social influences

    4. 4 Steps in Consumer Decision Process Extended problem-solving versus habitual decision-making Involvement: relative importance of perceived consequences of the purchase Perceived risk: choice of product has potentially negative consequences

    5. 5

    6. 6 Decision-Making Process

    7. 7 Step 1: Problem Recognition Occurs when consumer sees a significant difference between current state and ideal state Marketers can develop ads that stimulate problem recognition

    8. 8 Step 2: Information Search Consumers need adequate information to make a reasonable decision Search memory and the environment for information Internet: search engines, portals, or “shopping robots” Behavioral targeting: Marketers deliver ads for products consumers look for, by watching what they do

    9. 9 Internet Options for Information Search Shopping portals Search engines “Shop-bots”

    10. 10 Step 3: Evaluation of Alternatives Consumers are interested in a small number of products, then narrow choices and compare pros/cons Evaluative criteria: product characteristics consumers use to compare competing alternatives Marketers point out their brand’s superiority on most important evaluative criteria.

    11. 11 Step 4: Product Choice Deciding on one product and acting on choice Heuristic: a mental rule of thumb used for a speedy decision, such as: Price equals quality Brand loyalty Country of origin

    12. 12 Step 5: Postpurchase Evaluation Consumer satisfaction/dissatisfaction after purchase of product Expectations of product quality are met/exceeded or not Ads/communications must create accurate expectations of product

    13. 13 Figure 5.4: Influences on Consumer Decision Making

    14. 14 Internal Influences on Consumer Behavior Factors that cause us each to interpret information about the outside world differently: Perception Motivation Learning Attitudes Personality Age group The family life cycle Lifestyle

    15. 15 Perception Process by which we select, organize, and interpret information from outside world Necessary for perception to occur Exposure: capable of registering a stimulus Attention: mental processing activity Interpretation: assigning meaning to a stimulus

    16. 16 Motivation Internal state that drives us to satisfy needs by activating goal-oriented behavior

    17. 17 Figure 5.5: Maslow’s Hierarchy of Needs and Related Products

    18. 18 Learning A change in behavior caused by information or experience Behavioral learning Classical conditioning Operant conditioning Stimulus generalization Cognitive learning Observational learning

    19. 19 Attitudes Lasting evaluations of a person, object, or issue Three attitude components Affect (feeling): emotional response Cognition (knowing): beliefs or knowledge Behavior (doing): intention to do something Marketers must decide which attitude component will drive consumer preferences

    20. 20 Personality The set of unique psychological characteristics that consistently influences the way a person responds to situations in the environment Personality traits: Innovativeness, materialism, self-confidence, sociability, need for cognition Self-concept

    21. 21 Age Group and Family Life Cycle Goods/services appeal to specific age group Family Life Cycle: The stages through which family members pass as they grow older

    22. The changing distribution of the over-65 population in the United States

    23. 23 Lifestyle Lifestyle: A pattern of living that determines how people choose to spend their time, money, and energy Psychographics: group consumers according to psychological and behavioral similarities

    24. 24 Situational Influences on Consumer Decisions Physical environment dimensions such as décor, smells, and lighting Arousal and pleasure determine consumers’ reaction to store environment Time as a situational factor

    25. 25 Social Influences on Consumer Decisions We are members of many groups that influence our buying decisions: Culture/subcultures Social class Group memberships Opinion leaders Sex roles

    26. 26 Culture The values, beliefs, customs, and tastes produced or practiced by a group of people Rituals such as weddings and funerals Cultural values: deeply held beliefs about right and wrong ways to live

    27. Racial and Ethnic concentrations in the United States

    28. 28 Subcultures A group within a society whose members share a distinctive set of beliefs, characteristics, or common experiences Subcultures important to marketers are racial and ethnic groups.

    29. 29 Social Class The overall rank or social standing of groups of people within a society, according to factors such as family background, education, occupation, and income. Status symbols such as luxury products provide a way for people to flaunt their membership in higher social classes.

    30. 30 Group Memberships Reference group: a set of people a consumer wants to please or imitate and that thus has an effect on an individual’s evaluations, aspirations, or behavior Conformity means people change behavior due to group pressure.

    31. 31 Opinion Leaders People who influence others’ attitudes or behaviors because others perceive them as possessing expertise about the product Have high interest in product category Update knowledge by reading, talking with salespeople, etc. Impart both positive and negative product information Are among the first to buy new products

    32. 32 Gender Roles Society’s expectations regarding appropriate attitudes, behaviors, and appearance for men and women Consumers often associate “sex-typed” products with one gender or the other.

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