Consumer Decision Making Consumer behavior process a consumer uses to make purchase decisions as well as to use and dispose of purchased goods or services also includes factors that influence purchase decisions and product use CONSUMER DECISION MAKING PROCESS 1 Need recognition result of an imbalance between actual and desired states Recognition of unfulfilled wants o when a current product isn t performing properly o when the consumer is running out of a product o when another product seems superior to the one currently used 2 Information search Internal recall information in memory External seek information in outside environment Evoked set group of brands resulting from an information search from which a buyer can choose 3 Evaluation of Alternatives and Purchase Evoked set purchase Analyze product attributes use cutoff criteria rank attributes by importance 4 Purchase Marketing determines which attributes are most important in influencing a customer s choice Cognitive dissonance inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions 5 Post purchase behavior consumers reduce dissonance by o seeking information that reinforces positive ideas about the purchase decision o avoiding information that contradicts the purchase o revoking the original decision by returning the product Consumer buying decisions and consumer involvement Routine response behavior less involvement o Frequently purchased low cost goods o May stick with one brand o Buy first evaluate later o Quick decision Limited decision making some involvement Extensive decision making more involvement o Low levels of involvement o Low to moderate cost goods o Evaluation of a few alternative brands o Short to moderate time to decide o High levels of involvement o High cost of goods o Evaluation of many brands o Long time to decide o May experience cognitive dissonance Factors influencing buying decisions Cultural factors o Values enduring belief that a specific mode is personally preferable o Language o Myths o Customs o Rituals o Laws o Material artifacts Individual factors o Gender o Age life cycle o Personality self concept lifestyle Social factors o Reference group o Opinion leaders o Family members Psychological factors o Perception o Motivation o Learning o Beliefs attitudes Perception ignores others Selective exposure consumer notices certain stimuli and Selective distortion consumer changes or distorts information that conflicts with feelings or beliefs Selective retention consumer remembers only that information that supports personal beliefs Maslow s Hierarchy of Needs a method of classifying human needs and motivations into fice categories in ascending order of importance 1 self actualization needs self development realization 2 esteem needs self esteem recognition 3 social needs sense of belonging love 4 safety needs security protection 5 physiological needs hunger needs beliefs an organized pattern of knowledge that an individual holds as true about his or her world can change beliefs o about the brand s attributes o the relative importance of the beliefs o add new beliefs attitude a learned tendency to respond consistently toward a given object
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