Chapter 7 Consumer Buying Behavior Chapter 7 Introduction Buying Behavior the decision process and actions of people involved in buying and using products Consumer Buying Behavior the buying behavior of ultimate consumers those who purchase products for personal or household use and not for business purposes 7 1 Consumer Buying Decision Process Consumer Buying Decision Process includes five stages 1 Problem Recognition 7 1A Buyer becomes aware of difference between a desired state and actual condition Marketers use sales personnel ads etc to trigger recognition of needs 2 Information Search 7 1B Internal Search buyers search for their memories for information about products that might solve their problem External Search buyers seeking additional information from outside sources i Includes independent sources such as government reports etc Consumers may overestimate friends knowledge about products Repetition repeated messages advertised to consumers 15 minutes can save you 3 Evaluation of Alternatives 7 1C Consideration Set a group of brands that a buyer views as possible alternatives i Consumers trust familiar names more often 4 Purchase 7 1D Evaluative Criteria objective characteristics such as size and subjective characteristics such as style that is important to the consumer Framing describing alternatives and their attributes in a certain manner Consumer chooses product or brand to be bought Product availability can influence whether the product is bought During this stage buyers also pick the seller from which they will buy the product 5 Postpurchase Evaluation 7 1E Cognitive Dissonance doubts in the buyer s mind about whether purchasing the product was the right decision i Arises when a person recently bought an expensive high involvement product that lacks some of the desirable features of competing brands 7 2 Types of Consumer Decision Making and Levels of Involvement Level of Involvement the degree of interest in a product and the importance the individual places on that product o High involvement products usually visible to others ie Clothes cars etc o Low involvement products low social risks ie Grocery items etc Enduring Involvement a person s interest in a product that is ongoing and long term Situational Involvement temporary and dynamic such as needing to buy a car after an accident Routinized Response Behavior used by consumers when buying a frequently purchased low cost item that requires little search and decision effort soft drinks cereals etc Limited Decision Making when consumers buy products occasionally or when they need to obtain information about an unfamiliar brand in a familiar product category new products etc Extended Decision Making when a consumer purchases unfamiliar expensive or infrequently bought products ie House car education etc Impulse Buying involves no conscious planning but results from powerful urge to buy something immediately 7 3 Situational Influences on the Buying Decision Process Situational Influences result from circumstances time and location that affect the consumer buying decision process There are five categories 1 Physical Surroundings location store atmosphere aromas sounds lighting weather 2 Social Surroundings characteristics and interactions of others who are present during the purchase decision such as friends relatives salespeople and other customers 3 Time Perspective amount of time required to become knowledgeable about a product to search for it and to buy and use it Time of day week month seasons holidays etc 4 Reason for Purchase consumers purchase an item for their own use for household use or as a gift 5 Buyer s Momentary Mood sad buyers are more likely to take risks whereas happy buyers are more risk averse Can also influence Postpurchase evaluation 7 4 Psychological Influences on the Buying Decision Process Psychological Influences determine people s general behavior and thus influence their behavior 7 4A Perception Perception the process of selecting organizing and interpreting information inputs to produce meaning Information Inputs sensations received through sight taste hearing smell and touch o Ads for food items that appeal to multiple senses at once are more effective Selective Exposure an individual selects which inputs will reach awareness and ignores others Selective Distortion changing or twisting received information it occurs when a person receives information inconsistent with personal feelings or beliefs and he or she selectively interprets the information Selective Retention a person remembers information inputs that support personal feelings and beliefs and forgets inputs that do not Closure occurs when a person mentally fills missing elements in a pattern or statement 7 4B Motives achieving goals Motive an internal energizing force that directs a person s activities toward satisfying needs or o Buyers actions are affected by a set of motives rather than just one motive o Some motives are stronger than others and may change over time o Motives affect the direction and intensity of behavior o Two types of motivation 1 Utilitarian functional Shoppers shop online because it is fast 2 Hedonic nonfunctional Shoppers shop online because it is fun and enjoyable Maslow s Hierarchy of Needs o Physiological Needs 1 Food water etc 1 Life insurance automobile air bags vitamins etc o Safety Needs o Social Needs o Esteem Needs 1 Cosmetics jewelry cars etc 1 First class luxury automobiles etc o Self Actualization Needs 7 4C Learning 1 Fitness center memberships education skiing lessons etc Patronage Motives motives that influence where a person purchases products on a regular basis o A buyer may shop at a specific store because of patronage such as price service location product variety or friendliness of salespeople Learning refers to changes in a person s though process and behavior caused by information and experience The type of information inexperienced buyers use may differ from the type used by experienced shoppers who are familiar with the product and purchase situation 7 4D Attitudes Attitude an individual s enduring evaluation of feelings about and behavior tendencies toward an object or idea o Do not vary much in the short term but change over the long term o Three major components 1 Cognitive the person s knowledge and information about the object or idea 2 Affective comprises the individual s feelings and emotions toward an object 3 Behavioral both psychological and biological elements o
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