Consumer Behavior

Simplified Buyer Behavior Model

Examples of Economic Needs

Economy of purchase or use Convenience Efficiency in operation or use Dependability in use Improvement in earnings

An Expanded View of Consumer Behavior

Psychological Influences within an Individual Needs Needs

Wants Wants

Drives Drives Consumers seek benefits to match needs and wants

Several Needs at the Same Time

Personal Needs

Social Needs

Safety Needs

Physiological Needs

The PSSP Hierarchy of Needs

Possible Needs Motivating a Person to Some Action

Types of Needs Physiological needs Psychological needs Hunger Sex Aggression Independence Fulfillment Pride Acceptance Affiliation Comfort Happiness Recognition Fear Ridicule Discomfort Examples of Specific Needs Thirst Rest Curiosity Love Competition Self-Expression Achievement Appreciation Leisure Knowledge Respect Pain Loss Pressure Activity Preservation Dominance Nurturing Relaxing Tenderness Acquisition Beauty Esteem Prestige Status Harm Sadness Stress Sleep Warmth Imitation Order Power Affection Companionship Fame Pleasure Variety Depression Anxiety Illness

Desire for

Freedom from

Selective Perception Determines What Consumers See and Feel

Selective Selective Exposure Exposure

Selective Selective Retention Retention

Selective Selective Perception Distortion Perception Distortion

Attitudes Relate to Buying

Belief Belief:: an an opinion opinion Attitude Attitude:: a a point point of of view view

Meeting Meeting Expectations Expectations Is Is Important Important

Key Key Concepts Concepts

Need Need To To Understand Understand Attitudes Attitudes & & Beliefs Beliefs

Work Work With With Existing Existing Attitudes Attitudes Ethical Ethical Issues Issues May May Arise Arise

Personality and Lifestyle Analysis

Personality: Personality: how how people peoplesee seethings things

Activities Activities Interests Interests Opinions Opinions

Lifestyle Dimensions (and some related demographic dimensions)

Social (inter-personal) Influences on Consumers

Family Reference groups Social class Culture and subculture

Social Class Affects Attitudes, Values, & Buying

Other Social Influences

Reference Reference Groups Groups

Opinion Opinion Leaders Leaders

Culture/subculture Culture/subculture

Victory Motorcycles (153)

153

Courtesy Martin Williams Advertising, Inc.

Consumers Use Problem Solving Processes

Marketing Mixes Psychological Psychological Variables Variables Person Making Decision All Other Stimuli Purchase Purchase Situation Situation Social Social Influences Influences Need-want Need-want Awareness Awareness Routinized Routinized Response Response Information Information Search Search Set Set Criteria Criteria Decide Decide on on Solution Solution Postpone Postpone Decision Decision Purchase Purchase Product Product Postpurchase Postpurchase Evaluation Evaluation Feedback Feedback of of Information Information as as Attitudes Attitudes

Response

Grid of Evaluative Criteria for Three Car Brands

Common Features Brand Nissan Saab Toyota Gas Mileage Ease of Service Comfortable Interior Styling

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Three Levels of Problem Solving Are Useful

Low involvement Frequently purchased Inexpensive Little risk Little information needed High involvement Infrequently purchased Expensive High risk Much information desired

Routinized Routinized Response Response Behavior Behavior Low involvement

Limited Limited Problem Problem Solving Solving

Extensive Extensive Problem Problem Solving Solving High involvement

PerformanceBike.com (158)

158

Courtesy The Martin Agency

Sanford (192)

192

Courtesy Sanford Corporation

Limited or Extensive Problem Solving?

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2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Problem Solving is a Learning Process

Awareness Awareness Interest Interest Evaluation Evaluation Trial Trial Decision Decision Confirmation Confirmation Dissonance may set in after the decision!