Consumer behavior. Lecture 4

1.

Lecture 4_ consumer behavior
Chapter
CONSUMER
BEHAVIOR
Associate professor of Plekhanov REA marketing department
Irina I.Skorobogatykh (Ph.D)
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2.

AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
• Understand Stages in the consumer
decision process.
• Evaluate three variations of the consumer
decision process: routine, limited, and
extended problem solving.
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3.

AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
• Know the psychological influences affect
on consumer behavior, particularly
purchase decision processes.
• Explain major sociocultural influences on
consumer behavior and their effects on
purchase decisions.
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4.

AFTER THIS LECTURE
YOU SHOULD BE ABLE TO:
• Recognize how marketers can use
knowledge of consumer behavior to
better understand and influence
individual and family purchases.
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5.

CONSUMER PURCHASE
DECISION PROCESS
• Consumer Behavior
• Purchase Decision Process
• Problem Recognition:
Perceiving a Need
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6.

Consumer Behavior
Consumer behavior is the actions a
person takes in purchasing and
using products and services,
including the mental and social
processes that come before and
after these actions.
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7.

Purchase decision process
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8.

Purchase Decision Process
The stages a buyer passes through
in making choices about which
products and services to buy is the
purchase decision process.
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9.

CONSUMER PURCHASE
DECISION PROCESS
• Information Search: Seeking Value
Internal Search
External Search
• Personal Sources
• Public Sources
• Market-Dominated Sources
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10.

CONSUMER PURCHASE
DECISION PROCESS
• Alternative Evaluation: Assessing Value
Evaluative Criteria
Evoked Set
• Purchase Decision: Buying Value
• Post-purchase Behavior:
Value in Consumption or Use
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11.

CONSUMER PURCHASE
DECISION PROCESS
• Involvement and Problem-Solving
Variations
Involvement
Routine Problem Solving
Limited Problem Solving
Extended Problem Solving
Situational
Influences
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Involvement
The level of involvement a consumer
has in a particular purchase depends
on the personal, social, and economic
consequences of that purchase
to the consumer.
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13.

Consumer involvement, knowledge, and
problem-solving variations
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14.

Influences on the consumer purchase
decision process
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15.

PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
• Motivation and Personality
Motivation
Personality
• Physiological Needs
• Self-Concept
• Safety Needs
• Social Needs
• Personal Needs
• Self-Actualization Needs
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Motivation
Motivation is the energizing force that
stimulates behavior to satisfy a need.
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Maslow’s Hierarchy of needs
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PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
• Perception
Selective Perception
• Selective Perception
• Selective Exposure
• Selective Comprehension
• Selective Retention
Perceived Risk
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Perception
Perception is the process by which an
individual selects, organizes, and
interprets information to create a
meaningful picture of the world.
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Selective perception filters
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PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
• Values, Beliefs, and Attitudes
Attitude Formation
• Attitude
• Beliefs
Attitude Change
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PSYCHOLOGICAL INFLUENCES ON
CONSUMER BEHAVIOR
• Lifestyle
Psychographics
VALS™
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23.

VALS™ psychographic segments
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SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOR
• Personal Influence
Opinion Leaders
Word of Mouth
• Reference Groups
Membership Group
Aspiration Group
Dissociative Group
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Opinion Leaders
Opinion leaders individuals who have
social influence over others.
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Word of Mouth
People influencing each other
during conversations is called
word of mouth.
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Reference Groups
Reference groups are people to whom
an individual looks as a basis for
self-appraisal or as a source of
personal standards.
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SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOR
• Family Influence
Consumer Socialization
Family Life Cycle
Family Decision Making
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Family Life Cycle
The family life cycle concept describes
the distinct phases that a family
progresses through from formation to
retirement, each phase bringing with it
identifiable purchasing behaviors.
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SOCIOCULTURAL INFLUENCES ON
CONSUMER BEHAVIOR
• Culture and Subculture
Subcultures
African-American Buying Patterns
Hispanic Buying Patterns
Asian-American Buying Patterns
What subcultures in RF do you know?
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Subcultures
Subgroups within the larger, or national,
culture with unique values, ideas,
and attitudes are referred to
as subcultures.
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Personality
Personality refers to a person’s
consistent behaviors or responses to
recurring situations.
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Perceived Risk
Perceived risk represents the anxieties
felt because the consumer cannot
anticipate the outcomes of a purchase
but believes that there may be
negative consequences.
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34.

Learning
Learning refers to those behaviors that
result from (1) repeated experience
and (2) reasoning.
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35.

Brand Loyalty
Brand loyalty is a favorable attitude
toward and consistent purchase of a
single brand over time.
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Attitude
An attitude is a “learned predisposition
to respond to an object or class of
objects in a consistently favorable or
unfavorable way.”
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Beliefs
Beliefs are one’s perception of how
a product or brand performs on
different attributes.
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