Consumer Buying

Behavior

Chapter 4

Stages in the Buying Process

Need Recognition

A need is recognized when a customer’s desired level of satisfaction differs from his or her present level of satisfaction.

When a consumer recognizes they have a need it triggers the buying process.

Types of Needs

Utilitarian NeedsShopping to accomplish a specific task

Usually associated with work

Hedonic NeedsShopping for pleasure, entertainment, or recreation

Usually associated with fun

Hedonic Needs Retailers Can Satisfy

• Stimulation• Social Experience• Learning New Trends• Status and Power• Self-reward• Adventure

Information Search

Once customers identify a need they may seek information about retailers and products to help satisfy that need.

Sources of Information

Internal SourcesA person’s memory such as names, images and experiences

External SourcesInformation provided by advertisements and other people

Evaluation

Multiattribute Attitude Model

• Performance on relevant attributes

• Importance of those attributes to the customer

Purchasing the Merchandise or Service

The next step in the buying process is to purchase the product to fulfill their need

Postpurchase Evaluation

Evaluating their satisfaction level of a purchase is the final step in the buying process. A consumers level of satisfaction then becomes part of their internal information when making their next purchase.