Lecture M: Marketing (4/e) - Chapter 6: Consumer behavior

Chapter 6: Consumer behavior. After reading this chapter, you should be able to: Articulate the steps in the consumer buying process, describe the difference between functional and psychological needs, describe factors that affect information search, discuss postpurchase outcomes, list the factors that affect the consumer decision process, describe how involvement influences the consumer decision process.

consumer behavior

six

buying process.

and psychological needs.

search.

decision process.

Search for Information

Internal Locus of Control = more search activities

External Locus of Control =

Fate, external factors

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©Comstock/JupiterImages

Actual or Perceived Risk

Evaluation of Alternatives: Attribute Sets

Evaluation of Alternatives: Evaluate Criteria

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using a compensatory decision rule, which cereal will they choose?

If the consumer makes a decision based only on Natural or Organic claims, which cereal will they choose?

Purchase and Consumption

Handout/MCT/Newscom.

Post­purchase:

and noncompensatory decision rules?

Factors Influencing the Consumer Decision Process

Situational factors

Psychological Factors: Motives

Psychological Factors: Attitude

Learning and Lifestyle

Social Factors: Family

Social Factors: Reference Groups

Social Factors: Culture

Courtesy Murphy O’Brien Public Relations/Santa Monica, CA

check yourself



• What are some examples of specific needs

suggested by Maslow’s Hierarchy of

Needs?

• Which social factors likely have the most

influence on (a) the purchase of a new

outfit for a job interview and (b) the choice

of a college to attend?

• List some of the tactics stores can use to

influence consumers’ decision processes

Buying Decisions

High involvement Low involvement

Message (e.g., Ad)

Generates weak attitudes and increased use

• Extended Problem Solving

• Limited Problem Solving

check yourself



• How do low- versus high-involvement

consumers process information in an

advertisement?

• What is the difference between extended

versus limited problem solving?

Return

An attitude is a person’s enduring evaluation of

his or her feelings about and behavioral

tendencies toward an object or idea

Glossary

Consumer decision rules are the set of criteria

that consumers use consciously or

subconsciously to quickly and efficiently select

from among several alternatives

Glossary

Return

Determinant attributes are product or service

features that are important to the buyer and on

which competing brands or stores are perceived

to differ

Glossary

Evaluative criteria consist of a set of salient, or

important, attributes about a particular product

Glossary

Return

A consumer’s evoked set comprises the

alternative brands or stores that the consumer

states he or she would consider when making a

purchase decision

Glossary

Extended problem solving occurs during a

purchase decision that calls for a lot of effort and

time

Glossary

Return

Functional needs pertain to the performance of

a product or service

Glossary

Habitual decision making describes a purchase

decision process in which consumers engage

little conscious effort

Glossary

Return

Impulse buying is a buying decision made by

customers on the spot when they see the

merchandise

Glossary

Involvement is the consumer’s degree of interest

in the product or service

Glossary

Return

Limited problem solving occurs during a

purchase decision that calls for, at most, a

moderate amount of effort and time

Glossary

Perception is the process by which we select,

organize, and interpret information to form a

meaningful picture of the world

Glossary

Return

Psychological needs pertain to the personal

gratification consumers associate with a product

and/or service

Glossary

Retrieval sets are the brands or stores that can

be readily brought forth from memory

Glossary

Return

Ritual consumption is a pattern of behaviors

tied to life events that affect what and how we

consume

Glossary

Shopping goods/services are products or

services for which consumers will spend time

comparing alternatives

Glossary

Return

Situational factors are factors specific to the

situation

Glossary

Specialty goods/services are products or

services toward which the customer shows a

strong preference and for which he or she will

expend considerable effort to search for the best

suppliers

Glossary

Return

Universal sets include all possible choices for a

product category

Glossary