Chapter 16a Purchase Decisions

Consumer Behavior,

Purchase and Consumption Decisions

Product purchase decisions
Whether or not to buy the product or service?

Brand purchase decisions

What brand or model to purchase?

Outlet purchase decisions

What store or outlet to patronize?

Payment purchase decisions

How to pay for the goods or service?
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Decision-Making Processes
Extended Decision-Making
Homes, cars, insurance, appliances, furniture, medical care, educational programs.

Deliberate Choice Process

Furnishings, clothes, gifts, small appliances and equipment, personal services.

Routine Purchase Process

Stock food items, household goods, toiletries, cleaning supplies.

Impulse Buying Decisions

Small ticket novelties, candy, gum, snack foods, beverages, fast food.
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Four Views of Consumer Decisions

The Economic View
The rational consumer with perfect knowledge and accurate judgment of alternatives.

The Passive View

The consumer buyer submits to the persuasive presentation of marketers and sales people.

The Cognitive View

The consumer seeks or receives information that is processed to reach a deductive conclusion.

The Emotional View

The consumer responds to symbols that evoke inner drives, feelings, and mood states.
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Long Interpurchase time Frequent product changes Frequent price changes Volume purchasing High price Many alternatives Much variation

Product Factors Increasing Information Search

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High education High income Up-scale job Under 35 years Low dogmatism Low-risk perceiver High product involvement

Consumer Factors Increasing Information Search

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Situational Factors Increasing Information Search Value-Related Experience

First-time buyer No past experience Bad past experience

Factors
Discretionary purchase Mixed product attributes Family disagreement Deviation from referents Ecological danger Conflicting information
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Social Acceptability
Product is gift Socially visible goods

Buyers Evoked Set

All Brands
Known Brands
Evoked Set Inept Set

Unknown Brands
Inert Set

Acceptable Brands

Unacceptable Brands

Indifferent Brands

Overlooked Brands

Purchased Brands

Not Purchased Brands

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Relationship Marketing
Firm Provides
Products/services Individual attention Continuous info Price offers Customer services Extras and perks

Customers Provide
Repeat purchases Increased loyalty Goodwill Word-of-mouth Lower cost for firm

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Relationship Marketing

Firm Provides Products/services Individual attention Continuous info Price offers Customer services Extras and perks

Customers Provide

Repeat purchases
Trust and promises

Increased loyalty Goodwill Word-of-mouth Lower cost for firm

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