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SHS DEPARTMENT
12 - ABM
Learning Module
In
Principles of Marketing
(SY. 2020-2021)
Instructor:
Jojie R. De Ramos
WEEK 3
Lesson 2. Consumer Behavior
I. Lesson Objectives
As you read and study this chapter, concentrate on the following objectives, and
at the end of the chapter, be able to:
1. Understand what is consumer behavior and identify the needs of the consumer;
2. Present the stages by which the consumer undertakes when deciding which
product or service to buy; and
3. Discuss on how the behavioral sciences can help in understanding the buying
process.
The consumer's buying decision process consist of the following stages: (1)
problem recognition; (2) consumer information processing; (3) evaluation of alternatives;
(4) purchase; and (5) post-purchase evaluation.
Problem Recognition
No one is immune from experiencing problems. Although some persons are not
aware of the existence of problems, some are wise enough to recognize them. The object
of marketing is to help people provide solutions to their problems which, in marketing
terms, simply means satisfying needs. But before a need is satisfied, it must first be
identified.
Consumer Information Processing
After recognizing his need, the consumer who is properly motivated attempts to
conduct an information search. There are two ways of conducting information search:
internal and external. When the consumer scans his memory for experiences with
products he thinks will satisfy his need, it is referred to as internal search. This is
especially applicable to low and frequently used items like toothpaste and toothbrushes.
Evaluation of Alternatives
Purchase
After evaluating the alternatives, the consumer will have a tentative answer on
"what to buy" but he still have to find answers to the questions "where and when to buy".
Because stores offer different incentives to customers the purchase decision will tend to
be more complicated. For instance, one store may provide a tree annual maintenance
service, while another store accepts trade-in of used appliances.
Post-purchase Evaluation
Whether or not the consumer will make a repeat purchase and endorse the product
to another will depend on how satisfied he is with the product. This is of utmost importance
to marketers and because this is so, his immediate concern is to determine the
consumer's behavior after a purchase is made.
The consumer's satisfaction level about the purchase of a product or service may
be classified into any of the following:
1. highly satisfied;
2. somewhat satisfied; and
3. dissatisfied.
If the consumer is not fully satisfied, he is more likely to consider other brands first
before making a repeat purchase of the product he first bought. Also, he will not be too
enthusiastic about endorsing the product.
If the consumer is dissatisfied, he will not only tend to avoid buying the same brand
product again and it will also be hard to convince him to patronize the company's other
brands.
As defined earlier, need is a thing or service that is required by human being for
his health and well-being. The need that moves person to action is called "drive".
Perception. People see, hear, taste, and feel differently. What may be beautiful to
one may not be so to another person. A sound that may be too loud to one may be just
fine to another. As such, products, advertisements, packaging, and others are perceived
differently by different people. An advertisement may not be appreciated by everybody
when confronted by it, but there will be some who will be motivated to buy what is
advertised.
1. Selective exposure. This happens when a person pays attention only to messages
that are not against his attitudes and beliefs. For example, a person who believes in
natural healing will be more attentive to the advertisement of a herbal food
supplement.
2. Selective attention. This occurs when the person who has selected the information
he wants to be exposed to, avoids contradictory information. For example, a person
who believes credit cards are really necessary will not pay attention to negative
comments about interest payments, service fees, and the need to be conscious about
creating a savings fund.
3. Selective comprehension. This means the person interprets selected information to
conform with his attitudes and beliefs. Information may mean one thing to a person
while another person will interpret the same information differently. The person who
chooses the interpretation that does not contradict his attitudes and beliefs is doing
selective comprehension.
4. Selective retention. This occurs when a person receives many kinds of information
but tend to remember only those that conforms with his attitudes and beliefs. When a
fund investment solicitor is introduced to a heterogeneous group, for instance, he will
tend to remember only the name of the wealthiest person.
Name_________________________________
2. What are the new terms, trends, issues and business practices in the 21 st
marketing world?