Influences on Consumer Behaviour Influences on Consumer Behaviour

Influences on Consumer Behaviour

Influences on Consumer Behaviour Influences on consumer buying behaviour § psychological § social § situational

Psychological Influences Psychological influences are the influences that come from within a person. § needs such as hunger and thirst § wants such as a hamburger or coffee (Continued)

Psychological Influences A need is a lack within a person § needs must be filled § e. g. , lack of food, water, or shelter NEED DRIVE ACTION PURCHASE

Hierarchy of Needs Maslow’s hierarchy of needs § States that basic physical needs must be satisfied before others

Promotions and Maslow’s Needs Worksheet § Physical Needs: üHeadache Pain - Advil üHeart Health - Cheerios üThirst - Gatorade

Promotions and Maslow’s Needs Worksheet § Safety Needs: üAccidents - Volvo üFinancial disaster - Allstate üGerms & Disease - Lysol

Promotions and Maslow’s Needs Worksheet § Acceptance Needs: üAffection - FTD üBelonging – Virgin Mobile üFitting in – Coca - Cola

Promotions and Maslow’s Needs Worksheet § Esteem Needs: üPrestige – Mercedes-Benz üQuality - Hallmark üSelf-image – L’Oreal

Promotions and Maslow’s Needs Worksheet § Self-Actualization Needs: üAdventure - Disneyland üAspirations - Nike üKnowledge - Kumon

Types of Buying Motives Buying Motive Basis Physical Motives Physical Needs Psychological Motives Examples Food, shelter, health, protection from harm, safety, relief from stress. Psychological and social needs Friendship, respect, appreciation, love reputation, prestige, fun, Rational Motives Logical Reasoning Features, quality, durability, dependability, price Emotional Motives Emotions, instinct, impulse Product Motives Features Of product Patronage Motives Features of a specific store Popularity, acceptance, romance, fear, anxiety, prestige Features, quality, design, colour brand. Location, reputation for reliability, positive image in community

Wants into Buying Motives Salespeople try to understand a customer's buying motives so that they can do a better job of encouraging the customer to buy the product. (Continued)

Social Influences Social influences § influences from the people around you, rather than from within yourself Three categories § culture § family § friends and coworkers

Situational Influences Situational influences §influences that come from the environment ü weather ü store location ü time of day ü advertising Buyer’s mood, physical condition, and financial condition can also be considered situational influences.

The Consumer Decision Process How does a consumer make the decision to buy? Marketers think that many consumers use a six-step decision-making process. (Continued)

The Consumer Decision Process 1. Awareness of need or problem 2. Information search 3. Evaluation of options 4. Decision to buy 5. Purchase 6. Post-purchase evaluation (Continued)

The Consumer Decision Process Four levels of consumer purchase decisions § impulse § routine § limited § extensive

Impulse Decision Impulse purchase § made with no planning or research To encourage impulse purchases, marketers display products near checkout counters.

Routine Decision Routine buying decision § made quickly without much thought Consumers make routine buying decisions when they have § previous experience with the product § brand loyalty

Limited Decision Limited decision making § involves some research and planning § usually for a more expensive or complex product

Extensive Decision Extensive decision making § involves a great deal of research and planning § used for purchases that will greatly impact your daily life, safety, and finances

Extensive Decision Example: steps in buying a car § researching cars on the Internet § test-driving at several dealerships § analyzing your finances § arranging for financing § getting the license plate(s) and insurance § buying the car