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Consumer Buying Behavior

Consumer Buying Behavior. Five Step Model of the Buying process. Need arousal Collection of information Evaluation of information Purchase Post-purchase evaluation. Shortcomings of the model. Consumers withdraw Stages overlap Stages are skipped

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Consumer Buying Behavior

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  1. Consumer Buying Behavior

  2. Five Step Model of the Buying process • Need arousal • Collection of information • Evaluation of information • Purchase • Post-purchase evaluation

  3. Shortcomings of the model • Consumers withdraw • Stages overlap • Stages are skipped • Several buying decisions occur simultaneously

  4. Step 1: Need Arousal • Conscious • Unconscious • Preconscious

  5. Types of Needs • Functional needs • Psychological needs • Stimulation • Social • Trends • Status and power • Self-reward • Conflicting

  6. Step 2: Information Search • Sources of information • Internal vs. external • Time spent searching

  7. Step 3: Evaluate alternatives • Multi-attribute model • Used to evaluate merchandise • Used to evaluate retailers • How retailers can affect this

  8. Step 4:Purchase • Increasing the likelihood of purchase • Don’t stock out • Fair return policies • Credit • Convenience • Reduce waiting time

  9. Step 5: post-purchase • Satisfaction • Dissonance

  10. Types of buying situations • Extended problem-solving • Limited problem-solving • Impulse purchase • Habitual problem solving • Brand loyalty • Store loyalty

  11. Psychological influences on the buying process • Perception • Learning • Attitude • Personality

  12. Situational influences on buying behavior • Time • Surroundings • Customer moods and motives

  13. Social influences on buying behavior • Family/household • Family decision making • Family life cycle • Reference groups • Culture • Subculture • Social class

  14. Consider: • How do these elements affect the buyer’s job? • The buying process • Psychological, social, and situational influences • How do these elements factor into the buyer’s role in the organization?

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