Download - Consumer Buying Behavior
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Consumer Buying Behavior
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Five Step Model of the Buying process
• Need arousal• Collection of information• Evaluation of information• Purchase • Post-purchase evaluation
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Shortcomings of the model
• Consumers withdraw• Stages overlap• Stages are skipped• Several buying decisions occur
simultaneously
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Step 1: Need Arousal
• Conscious• Unconscious• Preconscious
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Types of Needs
• Functional needs• Psychological needs
– Stimulation– Social– Trends– Status and power– Self-reward
• Conflicting
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Step 2: Information Search
• Sources of information– Internal vs. external
• Time spent searching
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Step 3: Evaluate alternatives
• Multi-attribute model– Used to evaluate merchandise– Used to evaluate retailers
• How retailers can affect this
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Step 4:Purchase
• Increasing the likelihood of purchase– Don’t stock out– Fair return policies– Credit– Convenience– Reduce waiting time
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Step 5: post-purchase
• Satisfaction• Dissonance
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Types of buying situations
• Extended problem-solving• Limited problem-solving
– Impulse purchase
• Habitual problem solving– Brand loyalty– Store loyalty
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Psychological influences on the buying process
• Perception• Learning• Attitude• Personality
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Situational influences on buying behavior
• Time• Surroundings• Customer moods and motives
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Social influences on buying behavior
• Family/household– Family decision making– Family life cycle
• Reference groups• Culture
– Subculture
• Social class
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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?