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Ch
apte
r 6
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
A PERSPECTIVE ON
CONSUMER BEHAVIOR
6-1
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
CHAPTER OBJECTIVES
1. What is consumer behavior?
2. How do consumers identify and evaluate choices?
3. What are the different categories of consumer problem solving?
6-2
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Objective 1
What is consumer behavior?
6-3
DEFINED
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Consumer Behavior is the dynamic
interaction of affect and cognition,
behavior, and the environment in which
human beings conduct the exchange
aspects (product and
service purchases) of
their lives.6-4
EXPLAINED
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Consumer Behavior
Psychology Social Psychology
6-5
APPLIED
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Consumer Behavior
How do consumers make decisions?
Why do consumers make the decisions that they make?
How can marketers influence consumers’ decision making process?
6-6
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Objective 2
How do consumers identify and evaluate
choices?
6-7
DEFINED
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The Consumer Decision-
Making Process is the steps that
consumers take to identify
and evaluate choice
options.
6-8
EXPLAINED
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Consumer Decision-Making Process
6-9
EXPLAINED
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Consumer Decision-Making Process
Internal External
Marketing Message
6-10
EXPLAINED
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Consumer Decision-Making Process
How much information you have
Ease of obtaining information
Value you place on information
Depends on:
6-11
THINK
ABOUT
IT
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Evoked Set Model
6-12
EXPLAINED
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Consumer Decision-Making Process
Process varies with product type
Careful, logical Impulse Seek advice
Rank BrandsWeigh attributes
6-13
EXPLAINED
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Consumer Decision-Making Process
Choice can still be altered
Opinion of others
Brand to purchase selected, but not bought
Unexpected
6-14
EXPLAINED
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Consumer Decision-Making Process
Discomfort caused by a purchase decision
Cognitive Dissonance:
Low Satisfaction, Product Returns
6-15
APPLIED
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Consumer Decision-Making Process
6-16
APPLIED
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Consumer Decision-Making Process
PersonalInfluences
6-17
THINK
ABOUT
IT
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
The Lipstick Effect
During downturns in the
economy, consumers purchase
small, inexpensive items
rather than large,
expensive items.
6-18
APPLIED
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Consumer Decision-Making Process
Psychological Influences
6-19
APPLIED
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Self-actualization Needs(self development)
Maslow’s Hierarchy of Needs
6-20
APPLIED
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Decision-Making
Process
Reference GroupsOpinion Leaders
SocialInfluences
6-21
VIDEO
LINKS
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Opinion Leaders
6-22
APPLIED
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Decision-Making Process
Situational Influences
6-23
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice HallCopyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Objective 3
What are the different categories of
consumer problem solving?
6-24
DEFINED
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Consumer Problem Solving is
how someone comes to a conclusion
about a situation. This is determined by
what kind of decision
a consumer is
facing.
6-25
EXPLAINED
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Consumer Problem Solving
Low Involvement High Involvement
Routine Limited Significant
6-26
APPLIED
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Consumer Problem Solving
Routine Problem Solving Limited Problem Solving
Significant Problem
Solving
6-27
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Visual Summary
6-28
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