Consumer Buying Decision Process

Objectives

• Determine how cultural, social, personal, and psychological factors influence consumer buying behavior.

• Describe how the consumer makes a purchasing decision.

Model of Customer Buyer Behavior

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:

• 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

Consumer Buying Decision Process

Five-Stage Model of the Consumer Buying Process

Consumer Buying Decision Process

• Post-purchase Behavior:– Consumers’ expectations are compared to

performance– Post-purchase satisfaction influences future

behavior

• Purchasing behavior

• Psychological influences affect consumer behavior, particularly purchase decision processes.

• Socio cultural factors influence on consumer behavior and their effects on purchase decisions.

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

• Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.

Purchase decision process

CONSUMER PURCHASE DECISION PROCESS

Consumer Reports’ evaluation of portable compact disc players (abridged)

• 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

• Involvement and Problem-Solving Variations

CONSUMER PURCHASE DECISION PROCESS

Comparison of problem-solving Variations

• 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

Influences on the consumer purchase decision process

• Motivation and Personality– Motivation– Personality

• National character• Self-concept

• Perception– Selective Perception– Subliminal perception– Perceived Risk

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Hierarchy of needs

• Learning– Behavioral Learning– Cognitive Learning– Brand Loyalty

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Values, Beliefs, and Attitudes– Attitude Formation

• Attitude• Beliefs

– Attitude Change

• Lifestyle

PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

• Personal Influence– Opinion Leadership– Word of Mouth

• Reference Groups

• Family Influence– Consumer Socialization– Family Life Cycle– Family Decision Making

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

• Social Class

• Culture and Subculture– African-American Buying Patterns– Hispanic Buying Patterns– Asian Buying Patterns

SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR