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 only with Perreault and McCarthy texts.
Chapter 6:
Behavioral
Dimensions of the
Consumer Market
Trang 2Chapter 6 Objectives
1 Understand the economic
buyer model of buyer
behavior.
2 Understand how
psychological variables affect
an individual’s buying
behavior.
3 Understand how social
influences affect an
individual’s and household’s
buying behavior
4 See why the purchase
situation has an effect on
consumer behavior.
5 Know how consumers use problemsolving processes.
6 Have some feel for how a consumer handles all the behavioral variables and incoming stimuli.
7. Understand the important new
terms.
Trang 3For use only with Perreault and McCarthy texts.
A Model of Buyer Behavior
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 4The PSSP Hierarchy of Needs
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Trang 5For use only with Perreault and McCarthy texts.
Drive
Cues
Response
Reinforcement The Learning Process
Trang 6Lifestyle Dimensions
Opinions Interests
Activities
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Trang 7For use only with Perreault and McCarthy texts.
Exhibit 66
Social Class Dimensions
1.5%
32%
12.5%
38%
16%
Lower-middle class Upper-middle class Upper-class
Lower-lower class Upper-lower
(“working”) class
Trang 8Purchase Situation Influences
Surroundings
Time
Purchase Reason
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Trang 9For use only with Perreault and McCarthy texts.
Purchase Situation Social Influences
Psychological
Variables
Need-want Awareness
Information Search
Set Criteria
Decide on Solution
Purchase Product
Routinized Response
Postpone
Evaluation
Response
Feedback of information
as attitudes
Person making
decision
Marketing mixes All other stimuli
Exhibit 67
The Consumer Problem Solving Process
Trang 10Levels of Problem Solving
Extensive Problem Solving
Limited Problem Solving
Routinized
Response
Behavior
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 11For use only with Perreault and McCarthy texts.
The Adoption Process
Awareness Interest Evaluation
Trial Decision Confirmation
Trang 12Relating the Processes
Problemsolving steps
1. Becoming aware of
or interested in the
problem
2. Gathering
information about
possible solutions
3. Evaluating alterative
solutions
4. Deciding on the
appropriate solution
5. Evaluating the
decision
Adoption process steps
Awareness and interest Interest and evaluation
Evaluation, maybe trial Decision
Confirmation
Learning steps
Drive
Cues
Response
Reinforcement
Trang 13For use only with Perreault and McCarthy texts.
Learning Cues
Response Reinforcement Attitude
Belief Expectation Psychographics Lifestyle Analysis Social Class
Reference Group Opinion Leader Culture
Economic Buyers
Economic Needs
Needs
Wants
Drive
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Perception
Selective Exposure
Selective Perception
Selective Retention
Extensive Problem Solving
Limited Problem Solving
Routinized Response Behavior
Lowinvolvement Purchases
Adoption Process Dissonance
Key Terms