(11922) consumer buying behaviour

8/9/2019 (11922) Consumer Buying Behaviour

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CONSUMER BUYING BEHAVIOR

1. To understand consumers level of involvementwith a product and the types of consumerproblem-solving processes

2. To recognize the stages of the consumerbuying decision process

3. To explore how situational influences may affectthe consumer buying decision process

. To understand the psychological influences thatmay affect the consumer buying decisionprocess

!. To examine the social influences that affect theconsumer buying decision process


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" #evel of $nvolvement and %onsumer&roblem-'olving &rocesses

" %onsumer (uying )ecision &rocess" 'ituational $nfluences on the (uying

)ecision &rocess" &sychological $nfluences on the (uying

)ecision &rocess" 'ocial $nfluences on the (uying

)ecision &rocess


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Introduction

" (uying (ehavior * The decision processes and acts of people

involved in buying and using products

" %onsumer (uying (ehavior * (uying behavior of people

who purchase products for

personal use and not forbusiness purposes


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Level of Involvement and Con umer!ro"lem#Solvin$ !roce e

" #evel of $nvolvement * +n individuals intensity of interest in a

product and the importance of the product

for that person" ,outinized ,esponse (ehavior

* The process used when buying fre uently

purchased low-cost items that re uire littlesearch-and-decision effort


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Level of Involvement and Con umer!ro"lem#Solvin$ !roce e

" #imited &roblem 'olving * The process that buyers use when purchasing

products occasionally or when they needinformation about an unfamiliar brand in a familiarproduct category

" /xtended &roblem 'olving * The process employed when purchasing

unfamiliar expensive or infre uently bought

products" $mpulse (uying

* +n unplanned buying behavior resulting from apowerful urge to buy something immediately


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Con umer Bu%in$ &eci ion !roce and!o i"le Influence on t'e !roce


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Con umer Bu%in$ &eci ion !roce

" &roblem ,ecognition * 0ccurs when a buyer becomes aware of a

difference between a desired state and an actualcondition

* ay occur rapidly or slowly

" $nformation 'earch * $nternal search

" (uyers search their memories for information aboutproducts that might solve their problem

* /xternal search" (uyers see information from outside sources


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" /valuation of +lternatives * %onsideration set

" + group of brands that the buyer views as

alternatives for possible purchase * /valuative criteria" 0b ective and sub ective characteristics that

are important to a buyer

* 4raming the alternatives" )escribing the alternatives and their attributesin a certain manner to ma e a particularcharacteristic appear more important especiallyto the inexperienced buyer


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" &urchase * %hoosing the product or brand to be

bought

* The choice of seller may affect the finalproduct selection.

* 4actors such as terms

of sale price deliveryand warranties mayaffect the sale.


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" &ostpurchase /valuation" + buyers doubts shortly after a purchase

about whether the decision was the right one

* (uyers are mostli ely to seereassurance afterthe purchase of anexpensive high-involvement product


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Situational Influence on t'e Bu%in$&eci ion !roce

" 'ituational $nfluences * 4actors that can influence a buyers purchase

decision and may cause the buyer to shortenlengthen the process.

" 'ituational 4actors * &hysical surroundings * 'ocial surroundings * Time perspective * ,eason for purchase * (uyers momentary mood

and condition


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! %c'olo$ical Influence on t'e Bu%in$&eci ion !roce

" &sychological $nfluences * 4actors that in part determine peoples

general behavior thus influencing their

behavior as consumers" &erception

* The process of selecting

organizing andinterpreting informationinputs to producemeaning


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" &erceptual 0rganization * 0rganizing and integrating new

information with what is already stored in

memory." %losure occurs when

a person mentally fillsin missing elements in

a pattern or statement


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" $nterpretation * The assignment of meaning to what has

been organized based on what is expected

or what is familiar * +ttempts by mar eters to influenceinterpretation can fail because" consumers bloc out sellers information.

" consumers interpret sellers informationdifferently than intended." consumers discard information that is

inconsistent with prior beliefs.


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" otives * +n internal energizing force that directs a persons

behavior toward satisfying needs or achievinggoals

" aslows 5ierarchy of 6eeds * The five levels of needs that humans are

motivated to see and satisfy from least to mostimportant are

" &hysiological needs7food water sex clothing shelter " 'afety needs7security freedom" 'ocial needs7love affection belonging" /steem needs7respect recognition self-worth" 'elf-actualization needs7personal growth needs


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Ma lo() Hierarc'% of NeedMa lo( "elieved t'at *eo*le ee+ to fulfill five

cate$orie of need ,


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" #earning * %hanges in an individuals thought processes and

behavior caused by information and experience *

(ehaviors that produce satisfying conse uencesare li ely to be repeated.

" %onsumers learn about products by * experiencing the products personally.

* gaining additional product nowledge from seller-provided information.

* indirect information from other purchasers8users.


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" &ersonality and 'elf-%oncept * &ersonality

" + set of behavioral tendencies that result in

consistent patterns of behavior in certainsituations * 'elf-concept 9self-image:

" &erception or view of oneself

" #ifestyles * #ifestyle

" +n individuals pattern of living expressedthrough activities interests and opinions


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Social Influence on t'e Bu%in$ &eci ion!roce

" 'ocial $nfluences * The forces other people affect on ones buying

behavior

" ,ole * +ctions and activities that a person in a particularposition is supposed to perform based onexpectations of the individual and surrounding

persons * ,oles influence both general and buyingbehaviors.


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" 4amily $nfluences * %onsumer socialization

" 4amily decision-ma ing processes * +utonomic7e ually shared decision-ma ing * 5usband-dominant7husband ma es decisions * ;ife-dominant7wife ma es decisions

* 'yncratic7decisions made ointly


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" ,eference


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" 'ocial %lass * +n open group of individuals with similar

social ran

* $ndividuals in the same social class" )evelop common behavioral patterns." 5ave similar attitudes values language

patterns and possessions.

* $nfluences many ma or life decisions * $nfluences shopping patterns and

spending habits


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" %ulture * The accumulated values nowledge beliefs

customs ob ects and concepts of a society" %ulture influences buying behavior." %ultural changes affect product development

promotion distribution and pricing.

" 'ubcultures *


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After t'i lecture %ou 'ould-

" =nderstand the level of involvement and typesof consumer problem-solving processes

" ,ecognize the stages of the consumer buyingdecision process

" >now how situational influences may affectthe consumer buying decision process

" =nderstand the psychological influences that

may affect the consumer buying decisionprocess" (e familiar with social influences that affect

the consumer buying decision process

(11922) consumer buying behaviour

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