CONSUMERBUYER

BEHAVIOUR

CONSUMERBUYER

BEHAVIOUR

SESSIONEIGHTSESSIONEIGHTMARKETINGMANAGEMENT

Session Objectives

Understanding the consumer decision making process.

Appreciate how those processes differ between different buying situations.

Appreciate the implications of those processes and influences for marketing strategies.

Understand the influences that affect decision-making.

The Consumer Buying Decision-Making Process

The Consumer Buying Decision-Making Process

Problem Recognition

Information evaluation

Decision

Information search

Post-Purchase Evaluation

Problem Recognition

The Consumer Buying Decision-Making Process

Consumers can identify or recognise a problemindependently from the marketer and look for a solution.

Marketers can use the marketing mix to bring a problem to consumers attention.

Problem recognition requires the willingness and the abilityto fulfil the emerging need.

The Consumer Buying Decision-Making Process

Information Search

What kind of purchase will address problem?

How can the product be obtained?

What information is needed?

On-goingSearch

PurposefulSearch

The Consumer Buying Decision-Making Process

Information Evaluation

Involves a process of narrowing down a wide list ofpotential options to an evoked set, typically by constructing

performance criteria with which to judge choices.

The Consumer Buying Decision-Making Process

Decision

Choose the cheapest ?

Choose the most expensive ?

Select the brand used before ?

Other ?

The Consumer Buying Decision-Making Process

Post Purchase Evaluation

Affects likelihood of repeat purchase

May evoke cognitive dissonance

The Consumer Buying Decision-Making Process

Post Purchase Evaluation

Marketers can help reduce cognitivedissonance by:

Ensuring that customers needs and wants have beencarefully researched.

Tailoring the marketing mix to suit the audience.

Painting a realistic picture of the product/servicein all advertising literature.

Im hungry

Whats available?

Cakes or chocolate?

Snickers!

I shouldve had salad

Problem recognition

Information search

Information evaluation

Decision

Post-purchase evaluation

The Consumer Buying Decision-Making Process

Types of Consumer Purchase Situations

Routine Response Behaviour

Limited Decision-Making

Extensive Decision-Making

Impulse Buying

Types of Consumer Purchase Situations

Routine Response Behaviour

Low risk, low price

Types of Consumer Purchase Situations

Limited Decision Making

Moderate price, moderate risk

Relatively infrequent purchase

Types of Consumer Purchase Situations

Extensive Decision Making

High cost, high risk

Infrequent purchase

Types of Consumer Purchase Situations

Impulse Purchases

Unplanned purchases

The Consumer Buying Decision-Making Process

Situational (Environmental) Influences

Sociocultural

TechnologicalRegulatory

Political Economic

Competitive

The Consumer Buying Decision-Making Process

Individual Influences

Personality

Perception

Motivation

Attitude

The Consumer Buying Decision-Making Process

Individual Influences: Personality

Introvert

Extravert

The Consumer Buying Decision-Making Process

Individual Influences: Perception

Selective retention

Selective attention

Selective perception

Self-actualisation

Esteem

Belongingness

Safety

PhysiologicalSex Hunger

Membership

Security

Success

Protection

Affection

Potential

Status

Fulfilment

The Consumer Buying Decision-Making Process

Individual Influences: Motivation

The Consumer Buying Decision-Making Process

Individual Influences: Attitude

Conative

Cognitive

Affective

The Consumer Buying Decision-Making Process

Group Influences

Social class

CultureReference groups

Family Sub-culture

Culture

Societal environment

Individual Institutions

The Consumer Buying Decision-Making Process

Group Influences: Influences on Culture

The Consumer Buying Decision-Making Process

Group Influences: Reference Groups

Membership

Aspirant

The Consumer Buying Decision-Making Process

Group Influences: Family Life Cycle

InitiatorInitiatorInfluencerInfluencerUserUser

DeciderDecider

Purchasing Decision

Purchasing Decision

PurchaserPurchaser

The Consumer Buying Decision-Making Process

Group Influences: Family as Decision Making Unit

_____ refer to the stance that individuals take on a subject that predisposes them to act and react in certain ways.

If one has _____ of a product, it means that he or she is conscious that the product exists.

Session 8: Key Terms

The state of psychological discomfort that arises when a consumer tries to reconcile two conflicting states of mind is known as _____.

_____ is the process that consumers go through in deciding what to purchase.

Session 8: Key Terms

What term refers to the personality of the society in which an individual lives, manifest in terms of the built environment, literature, the arts, beliefs and value systems?

The shortlist of potential products that the consumer has to choose from when making a purchase decision is known as the _____.

Session 8: Key Terms

What type of problem solving is involved with the purchasing situation requires a great deal of time and conscious information searching and analysis?

The model that represents the way in which a family's structure changes naturally over time is known as the _____.

Session 8: Key Terms

When consumers have so much information available that they cannot assimilate it and/or feel overwhelmed, they are suffering from _____.

_____ is the change in behaviour that results from experience and practice.

Session 8: Key Terms

What form of problem solving is used for moderately priced products that are infrequently purchased?

_____ is the driving force that make people act as they do.

Session 8: Key Terms

_____ is the way in which individuals analyse and interpret incoming information and make sense of it.

The term,_____, refers to the features, traits, behaviours and experiences that make each person a unique individual.

Session 8: Key Terms

During which stage of the consumer decision-making process does the consumer reflect upon whether the product met expectations, exceeded them or was disappointing?

During which stage of the consumer decision-making process does the consumer realise that he or she has a problem that can be solved through purchasing goods or services?

Session 8: Key Terms

The context in which a consumer purchasing decision is made, defined by the frequency of purchase, the risks involved, and the level of information searching undertaken is called the _____.

_____ are groups to which an individual belongs or aspires to belong and which affect consumer behaviour.

Session 8: Key Terms

Firms want consumers to purchase a product on more than one occasion, known as _____.

Which type of problem solving is used when selecting products that are regularly purchased, and low priced?

Session 8: Key Terms

_____ refers to a form of stratification that structures and divides a society, often on the basis of income and occupation, for marketing purposes.

When a consumer purchases and/or uses a product for the first time, a _____ has occurred.

Session 8: Key Terms