1

Consumer Behavior

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Consumer Buying Decision Process

2

Marketers Must Identify and Understand:

Who Makes the Buying Decision
Types of Buying Decisions Stages in the Buying Process
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Consumer Buying Decision Process

3

Understand
Buying rolesying

Initiator Influencer Decider

decision process

Buyer
User

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Consumer Buying Decision Process

4

Understand
Buying roles Buying behavior Buying decision process

Complex buying behavior

Dissonance-reducing

buying behavior Habitual buying behavior Variety-seeking buying behavior

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Consumer Buying Decision Process

5

Understand
Buying roles Buying behavior Buying decision process

Five stages in the

consumer buying process The amount of time spent in each stage varies according to several factors

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Consumer Buying 6 Decision Process

Five-Stage Model of the Consumer Buying Process

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Need Recognition
7

Need/Problem Recognition
Can

be triggered by internal or external stimuli Needs become wants, which lead to behavior
Marketing stimuli can stimulate a desire

for information

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Information Search
8

Sources of information: Internal Sources Personal Sources External Sources Time, effort and expense dedicated to information

search depends on:

Degree of risk involved in the purchase Amount of expertise with the product category Actual cost of the search

Evoked set: A narrowed down set of alternatives that the customer is considering
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Evaluation of Alternatives
9

Customers evaluate products as bundles of

attributes

Brand attributes Product features Aesthetic attributes Price

Customers place different levels of importance on

attributes Important considerations in the evaluation stage:

Products must be in the evoked set Consumers choice criteria must be understood Marketing programs must be designed to influence consumers opinions about product or brand image

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Purchase Decision
10

Purchase intention and the act of buying are distinct

concepts

Potential intervening factors between intention and

buying (car example):

Unforeseen circumstances Angered by the salesperson or sales manager Unable to obtain financing Customer changes mind
Key issues in the purchase decision stage: Product availability Possession utility
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Post purchase Evaluation

11

Four possible outcomes in the post purchase stage: (1) Delight (2) Satisfaction (3) Dissatisfaction (4) Cognitive Dissonance

Firms ability to manage dissatisfaction and

cognitive dissonance is:

A key to creating customer satisfaction A major influence on word-of-mouth communication

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