Chapter 7 Buying Behavior global Marketing and Digital Marketing 1 Buying Behavior The decision processes and actions of people involved in Consumer Buying Behavior buying and using products o The decision processes and purchasing activities of people who purchase products for personal or household use and not for business purposes Customers opinions and attitudes toward a firm s products have an impact on the firm s success 2 5 Steps of the Consumer Buying Decision Process Problem Recognition o Occurs when a buyer becomes aware of a difference between a desired state and an actual condition Information of Alternatives o Internal Search An info search in which buyers search their memories for info about products that might solve the problem o External Search An info search in which buyers seek info from sources other than their memories Evaluation of Alternatives o Consideration Set A group of brands within a product category that a buyer views as alternatives for possible purchase Objective and subjective product characteristics o Evaluative Criteria that are important to a buyer Marketers can influence customers by framing the alternatives in a certain way Purchase o Buyer Chooses the product or brand bought Chooses the seller Negotiates transactions Makes purchases or terminates the process Postpurchase Evaluation o Cognitive Dissonance A buyers doubts shortly after a purchase about whether the decision was the right one 3 Levels of Involvement with products High involvement Low involvement products o Products that are visible and expensive to others o Products that are less expensive and have less social risk Enduring involvement product category Situational involvement o Ongoing and long term involvement with a product or o Temporary or dynamic involvement resulting from a particular set of circumstances 4 4 Consumer Buying Behaviors Routinized Response o A consumer decision making process used when buing frequently purchased low cost items that require very little search and decision effort Selecting soft drinks or cereal Limited Problem Solving o A consumer decision making process used when purchasing products occasionally or needing info about an unfamiliar brand in a familiar product category Extended Problem Solving o A consumer decision making process employed when purchasing unfamiliar expensive or infrequently bought products Impulse Buying o An unplanned buying behavior resulting from a powerful 5 5 Categories of Situational Influences urge to buy something immediately Physical surroundings Social surroundings Time perspective Reason for purchase Buyer s momentary mood and condition Process of selecting organizing and interpreting info inputs to produce meaning Perception Process o Selective Exposure The process by which some inputs are selected to reach awareness and others are not o Selective Distortion An individual s changing or twisting of info that is inconsistent with personal feelings or beliefs 6 Perception o Selective Retention Remembering info inputs that support personal feelings and beliefs and forgetting inputs that do not 7 Motives An internal energizing force that directs a person s behavior Maslow s Hierarchy of Needs toward satisfying needs or achieving goals o The five levels of needs that humans seek to satisfy from most to least important Patronage Motives o Motives that influence where a person purchases products oa regular basis 8 3 sources of learning Information Processing Behavioral Consequences Experience An individuals enduring evaluation of feelings about and behavioral tendencies toward an object or idea 9 Attitudes o 3 Components of attitudes Cognitive Knowledge and Information Affective Feelings and emotions Behavioral Actions regarding the object or idea o A means of measuring consumer attitudes by gauging the intensity of individuals reactions to adjectives phrases or sentences about an object Attitude Scales 10 Personality A set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations 11 Self Concept 12 Lifestyles A view of oneself An individual s pattern of living expressed through activities interests and opinions 13 VALS Program 14 Social Influences A survey developed by SRI Consulting Business Intelligence Roles o Actions and activities that a person in a particular position is supposed to perform based on expectations of the individual and surrounding persons Consumer socialization o The process through which a person acquires the knowledge and skills to function as a consumer Reference Groups o A group that a person identifies with so strongly that he or she adopts the values attitudes and behavior of group members Types of reference groups Membership Aspirational A group to which an individual belongs A group to which an individual wants to belong Disassociative A group to which an individual does not want to belong Opinion Leader o A member of an informal group who provides info about a specific topic to other group members Social Class 15 Culture o An open group of individuals with similar social rank The accumulation of values knowledge beliefs customs objects and concepts that a society uses to cope with its environment and passes on to future generations
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