consumer behavior processes a consumer uses to make purchase decision as well as to use and dispose of purchased goods services consumer decision making process 5 step process used by consumers when buying goods services Chapter 6 Consumer Decision Making LO 1 The Importance of Understanding Consumer Behavior LO 2 The Consumer Decision Making Process 1 Need Recognition need recognition result of an imbalance between actual and desired states want recognition of an unfulfilled need and a product that will satisfy it stimulus any unit of input affecting one or more of the 5 senses 2 Information Search internal information search process of recalling past info stored in the memory external info search process of seeking info in the outside environment non marketing controlled info source product info source that is not associated with advertising marketing controlled info source product info source that originates with marketers promoting the product evoked set group of brands resulting from an info search from which a buyer can choose 3 Evaluation of Alternatives 4 Purchase 5 Post Purchase LO 3 Post purchase Behavior cognitive dissonance inner tension that a consumer experiences after recognizing an inconsistency between behavior values LO 4 Types of Consumer Buying Decisions Consumer Involvement involvement amount of time and effort a buyer invests in the search evaluation and decision processes of consumer behavior routine response behavior exhibited by consumers buying frequently purchased low cost goods services requires little search time limited decision making requires a moderate amount of search time for gathering info and deliberating about an unfamiliar brand extensive decision making used when buying an unfamiliar expensive product LO 5 Cultural Influences on Consumer Buying Decisions culture set of values that shape human behavior transmitted through generations value specific mode of conduct is personally or socially preferable to another mode of conduct subculture homogenous group of people who share elements of the overall culture social class group of people nearly equal in status or esteem socialize among themselves share norms LO 6 Social Influences on Consumer Buying Decisions reference group group in society that influences an individual s purchasing behavior primary membership group reference group with which people interact regularly in an informal face to face manner family secondary membership group people associate less often more formally club religious aspirational reference group group someone would like to join nonaspirational reference group group with which an individual does not want to associate opinion leader an individual who influences the opinions of others socialization process how cultural values are passed to children LO 7 Individual Influences on Consumer Buying Decisions personality way of organizing consistencies of an individual s reactions to situations self concept how consumers perceive themselves in terms of attitudes perceptions beliefs ideal self image the way an individual would like to be real self image the way an individual actually perceives himself perception people select interpret stimuli into a picture selective exposure consumer notices certain stimuli and ignores others selective distortion process whereby a consumer changes info that conflicts with is beliefs selective retention consumer remembers only that info that supports his her personal beliefs motive driving force that causes a person to take action maslow s hierarchy physiological safety social esteem self actualization learning creates changes in behavior through experience stimulus generalization occurs when one respond is extended to a second stimulus similar to the first stimulus discrimination learned ability to differentiate among similar products belief organized pattern of knowledge that an individual holds true about the world attitude learned tendency to respond consistently toward a given object
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