Professional Documents
Culture Documents
Consumer
Behavior
Cultural
Factors
Individual
Factors
Social
Factors
Psychological
Factors
CONSUMER
DECISIONMAKING
PROCESS
BUY /
DONT BUY
Culture
Culture
Components of Culture
Values
Language
Myths
Customs
Rituals
Laws
Material artifacts
Value
Value
Subculture
Subculture
A homogeneous group
of people who share
elements of the overall
culture as well as unique
elements of their own
group.
Social Class
Social Class
Wealth
Other Variables
Indicates which
medium to use for
communication
Social Influences on
Consumer Buying Decisions
Social Influences
Reference
Groups
Opinion
Leaders
Family
Members
Reference Group
Reference Group
Reference Groups
Primary
Direct
Secondary
Reference
Groups
Aspirational
Indirect
Nonaspirational
Opinion Leaders
Opinion Leaders
An individual who influences
the opinion of others.
Opinion Leaders
Marketers are looking to Web logs, or blogs, to find
opinion leaders
Teenagers
Movie stars
Sports figures
Celebrities
Family
Purchase Process Roles in the Family
Initiators
Influencers
Decision Makers
Purchasers
Consumers
Individual Influences on
Consumer Buying Decisions
Individual Influences
Gender
Age
Life Cycle
Personality
Self-Concept
Lifestyle
Psychological Influences on
Consumer Buying Decisions
Psychological Influences
Perception
Motivation
Learning
Beliefs & Attitudes
Perception
Perception
Motivation
Maslows
Hierarchy
of Needs
Types of Learning
Conceptual
Belief
Attitude
An organized pattern of
knowledge that an individual
holds as true about his or her
world.
A learned tendency to
respond consistently toward a
given object.
Understanding Consumer
Behavior
consumers make
purchase decisions
Consumer
behavior
= HOW
consumers use and
dispose of product
Consumer
Decision-Making Process
Consumer
Decision-Making
Process
Consumer
Decision-Making Process
Need Recognition
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps
Information Search
Evaluation
of Alternatives
Purchase
Postpurchase
Behavior
Need Recognition
Need
Recognition
Result of an imbalance between
actual and desired states.
Stimulus
Stimulus
Any unit of input affecting
one or more of the five senses:
sight
smell
taste
touch
hearing
Recognition of
Unfulfilled Wants
When a current product
isnt performing properly
When the consumer is
running out of a product
Information Search
Internal Information Search
Marketing Implications
of Involvement
High-involvement
purchases require:
Low-involvement
purchases require:
In-store promotion,
eye-catching package
design, and good displays.
Coupons, cents-off,
2-for-1 offers