In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual''s buying behaviour, understand how social influences affect an individual''s and a household''s buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).
Trang 1For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Chapter 6:
Behavioural
Dimensions of the
Consumer Market
Trang 2For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
A Model of Buyer Behaviour
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Purchase Reason Time
Surroundings
Purchase Situation
Motivation
Perception
Learning
Attitude
Personality/Lifestyle
Psychological Variables
Family Social Class Reference Groups Culture
Social Influence
Problem-Solving Process
Person Does or Does
Not Purchase (Response)
Marketing Mixes All Other Stimuli
Person
Making
Decision
Exhibit 61
Trang 3For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
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The PSSP Hierarchy of Needs
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Exhibit 63
Trang 4For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
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Drive
Cues
Response
Reinforcement
The Learning Process
Trang 5For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Lifestyle Dimensions
Opinions Interests
Activities
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Trang 6For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Purchase Situation Influences
Surroundings
Time
Purchase Reason
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Trang 7For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
Purchase Situation Social Influences
Psychological
Variables
Need-want Awareness
Information Search
Set Criteria
Decide on Solution
Purchase Product
Routinized Response
Postpone
Decision Post-purchase
Evaluation
Response
Feedback of information
as attitudes
Person making
decision
stimuli
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The Consumer Problem-Solving Process
Exhibit 67
Trang 8For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
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Levels of Problem Solving
Extensive Problem Solving
Limited Problem Solving
Routinized
Response
Behaviour
Involvement Continuum
Low Involvement High Involvement
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information needed
High involvement Infrequently purchased
Expensive High risk Much information desired
Trang 9For use with Shapiro, Wong, Perreault, and McCarthy texts.
Copyright © 2002 McGraw-Hill Ryerson Limited.
The Adoption Process
Awareness Interest Evaluation
Trial Decision Confirmation
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