Slide 1Part Three Markets and Consumer BehaviorChapter 5 Consumer Buying BehaviorObjectivesTypes Of MarketsConsumer MarketBuying BehaviorConsumer Buying BehaviorLevel Of InvolvementLevels Of InvolvementConsumer Problem SolvingRoutinized Response BehaviorLimited Problem SolvingExtended Problem SolvingImpulse BuyingConsumer Buying Decision ProcessConsumer Buying Decision Process/Possible Influences on the ProcessProblem RecognitionAspects Of Information SearchInternal SearchExternal SearchEvaluation Of AlternativesCognitive DissonanceSituational InfluencesCategories Of Situational FactorsPsychological InfluencesTypes Of PerceptionMotivesMaslow’s Hierarchy Of NeedsSources Of LearningAttitudeComponents Of AttitudePersonality And Self-ConceptLifestyleLifestyle Affected By:RoleConsumer SocializationTypes Of Family DecisionmakingReference GroupTypes Of Reference GroupsOpinion LeaderExamples Of Opinion Leaders And TopicsSocial ClassSocial Class Behavioral Traits/Purchasing CharacteristicsCultureSubculturesU.S. Ethnic Subcultures5 | 2Copyright © Houghton Mifflin Company. All rights reserved.Part ThreeMarkets andConsumer BehaviorChapter 5Consumer Buying Behavior5 | 4Copyright © Houghton Mifflin Company. All rights reserved.Objectives•Understand consumers’ level of involvement with product & describe consumer problem-solving processes•Recognize stages of consumer buying decision process•Explore situational influences of consumer buying process•Understand psychological influences of consumer buying process•Examine social influences of consumer buying process5 | 5Copyright © Houghton Mifflin Company. All rights reserved.Types Of Markets1) Consumer2) Business5 | 6Copyright © Houghton Mifflin Company. All rights reserved.Consumer MarketPurchasers and household members who intend to consume or benefit from the purchased products and do not buy products to make products.5 | 7Copyright © Houghton Mifflin Company. All rights reserved.Buying BehaviorThe decision processes and acts of people involved in buying and using products.5 | 8Copyright © Houghton Mifflin Company. All rights reserved.Consumer Buying BehaviorThe decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes.5 | 9Copyright © Houghton Mifflin Company. All rights reserved.Level Of InvolvementAn individual’s intensity of interest in a product and the importance of the product for that person.5 | 10Copyright © Houghton Mifflin Company. All rights reserved.Levels Of InvolvementEnduringSituational5 | 11Copyright © Houghton Mifflin Company. All rights reserved.Consumer Problem Solving5 | 12Copyright © Houghton Mifflin Company. All rights reserved.Routinized Response BehaviorThe consumer problem-solving process used when purchasing frequently purchased, low-cost items needing very little search-and-decision effort.5 | 13Copyright © Houghton Mifflin Company. All rights reserved.Limited Problem SolvingThe consumer problem-solving process employed when buying occasionally or when they need to obtain information about an unfamiliar brand in a familiar product category.5 | 14Copyright © Houghton Mifflin Company. All rights reserved.Extended Problem SolvingA consumer problem-solving process employed when purchasing unfamiliar, expensive, or infrequently bought products.5 | 15Copyright © Houghton Mifflin Company. All rights reserved.Impulse BuyingAn unplanned buying behavior resulting from a powerful urge to buy something immediately.5 | 16Copyright © Houghton Mifflin Company. All rights reserved.Consumer BuyingDecision ProcessA five-stage purchase decision process that includes problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.5 | 17Copyright © Houghton Mifflin Company. All rights reserved.Consumer Buying Decision Process/Possible Influences on the Process5 | 18Copyright © Houghton Mifflin Company. All rights reserved.Problem RecognitionDifference between desired state and actual condition.5 | 19Copyright © Houghton Mifflin Company. All rights reserved.Aspects Of Information Search•Internal Search•External Search5 | 20Copyright © Houghton Mifflin Company. All rights reserved.Internal SearchAn information search in which buyers search their memories for information about their products that might solve their problem.5 | 21Copyright © Houghton Mifflin Company. All rights reserved.External SearchAn information search in which buyers seek information from sources other than memory.5 | 22Copyright © Houghton Mifflin Company. All rights reserved.Evaluation Of AlternativesConsideration SetEvaluative CriteriaFraming Alternatives5 | 23Copyright © Houghton Mifflin Company. All rights reserved.Cognitive DissonanceA buyer’s doubts shortly after a purchase about whether the decision was the right one.Sample ads of cognitive dissonance5 | 24Copyright © Houghton Mifflin Company. All rights reserved.Situational InfluencesInfluences resulting from circumstances, time, and location that affect the consumer buying decision process.5 | 25Copyright © Houghton Mifflin Company. All rights reserved.Categories OfSituational FactorsPhysical SurroundingsSocial SurroundingsTime PerspectiveReason For PurchaseBuyer’s Mood/Condition5 | 26Copyright © Houghton Mifflin Company. All rights reserved.Psychological InfluencesFactors that in part determine people’s general behavior, thus influencing their behavior as consumers.5 | 27Copyright © Houghton Mifflin Company. All rights reserved.Types Of PerceptionInformation InputsSelective ExposureSelective DistortionSelective Retention5 | 28Copyright © Houghton Mifflin Company. All rights reserved.MotivesAn internal energizing force that directs a person’s behavior toward satisfying needs or achieving goals.Motive for buying organic foods5 | 29Copyright © Houghton Mifflin Company. All rights reserved.Maslow’s Hierarchy Of Needs5 | 30Copyright © Houghton Mifflin Company. All rights reserved.Sources Of LearningBehavior ConsequencesInformation ProcessingExperience5 | 31Copyright © Houghton Mifflin Company. All rights reserved.AttitudeAn individual’s enduring evaluation of feelings about and behavioral tendencies toward an object or idea.5 | 32Copyright © Houghton Mifflin Company. All rights reserved.Components Of AttitudeCognitive- knowledge or