chapter

consumer behavior

six

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6-2

LEARNING OBJECTIVES

LO 6-1 Articulate the steps in the consumer buying process.

LO 6-2 Describe the difference between functional and psychological needs.

LO 6-3 Describe factors that affect information search.

LO 6-4 Discuss postpurchase outcomes.LO 6-5 List the factors that affect the consumer

decision process.LO 6-6 Describe how involvement influences

the consumer decision process.

6-3

The Consumer Decision ProcessNeed Recognition

Functional needs

Psychological needs

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6-4

The Consumer Decision ProcessSearch for Information

Internal Search for Information

External Search for Information

Courtesy of Refinery29.com.

6-5

Factors Affecting Consumers’ Search Process

PerceivedBenefits

PerceivedCosts

6-6

The Locus of Control

Internal Locus of Control = more search activities

External Locus of Control = Fate, external factors

Royalty-Free/CORBIS

©Comstock/JupiterImages

6-7

Actual or Perceived Risk

Performance risk

Financial risk

Social riskPhysiological risk

Psychological risks

6-8

The Consumer Decision ProcessEvaluation of Alternatives: Attribute

Sets

Universal

Retrieval

Evoked

6-9

The Consumer Decision ProcessEvaluation of Alternatives: Evaluate

Criteria

Evaluative Criteria

Determinant Attributes

What are some of the features of a vacation that would be in your evaluative criteria?

Digital Vision/Getty Images

6-10

The Consumer Decision ProcessEvaluation of Alternatives: Consumer Decision Rules

Cheerios 10 8 6 8 8.2

Post 8 9 8 3 7.1

Kashi 6 8 10 5 7.2

If the consumer makes a decision

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?All photos: ©M. Hruby.

6-11

The Consumer Decision ProcessPurchase and Consumption

Increase Conversion rate

Reduce real or virtual abandoned carts

Merchandise in stock

Reduce the actual wait time

Handout/MCT/Newscom.

6-12

Post-purchase:

Customer Satisfactio

n

Dissonance

Customer Loyalty

check yourself

6-13

1. Name the five stages in the consumer decision process.

2. What is the difference between a need and a want?

3. Distinguish between functional and psychological needs.

4. What are the various types of perceived risk?

5. What are the differences between compensatory and noncompensatory decision rules?

6-14

Factors Influencingthe Consumer Decision Process

• Product• Price• Place• Promotion

Marketing mix

• Motives• Attitudes• Perceptions• Learning• Lifestyle

Psychological factors

• Purchase situation

• Shopping situation

• Temporal state

Situational factors

• Family• Reference

groups• Culture

Social factors

Consumer

DecisionProcess

6-15

Psychological Factors: Motives

Courtesy Taco Bell

6-16

Psychological Factors: Attitude

Behavioral

Attitude

Cognitive Affective

©K Rousonelos

6-17

Psychological Factors: Learning and Lifestyle

Learning affects both attitudes and perceptions

Lifestyle involves decisions in spending time and money

Royalty-Free/CORBIS

6-18

Social Factors: Family

©Stockbroker/Purestock/SuperStock.

6-19

Social Factors: Reference Groups

Groups• Family• Friends• Coworkers• Famous people

Provide:• information• rewards• self-image

6-20

Social Factors: Culture

6-21

Situational Factors

Purchase Situation

Shopping Situation

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

check yourself

6-22

1.What are some examples of specific needs suggested by Maslow’s Hierarchy of Needs?

2.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?

3.List some of the tactics stores can use to influence consumers’ decision processes.

6-23

Involvement and Consumer Buying Decisions

High involvement Low involvement

Message (e.g., Ad)

• Greater attention• Deeper processing

• Less attention• Peripheral processing

Developsstrong

attitudesand

purchaseintentions

Generates weak

attitudes and

increased use

of cues

6-24

Types of Buying Decisions

• Extended Problem Solving

• Limited Problem Solving– Impulse Buying– Habitual Decision Making

Courtesy Wendy’s International, Inc.

check yourself

6-25

1.How do low- versus high-involvement consumers process information in an advertisement?

2.What is the difference between extended versus limited problem solving?