Objectives Influences on Buying Behavior Buyer Decision Making

Objectives ä Influences on Buying Behavior ä Buyer Decision Making © 2000 Prentice Hall

Simple Response Model Stimulus © 2000 Prentice Hall Organism Response

Model of Buying Behavior Marketing Other stimuli Product Price Place Promotion Economic Technological Political Cultural Buyer’s decision characteristics process Cultural Social Personal Psychological Problem recognition Information search Evaluation Decision Postpurchase behavior Buyer’s decisions Product choice Brand choice Dealer choice Purchase timing Purchase amount © 2000 Prentice Hall

Cultural Factors Culture Subculture Social Class Buyer © 2000 Prentice Hall

Social Factors Reference Groups Family © 2000 Prentice Hall Roles & Statuses

Influences on Consumer Behavior Personal Influences Age and Family Life Cycle Stage Occupation &

Psychological Factors Motivation Beliefs & Attitudes Perception © 2000 Prentice Hall Learning

Maslow’s Hierarchy of Needs 5 Selfactualization (self-development and realization) 4 Esteem needs (self-esteem, recognition) Social needs 3 (sense of belonging, love) 2 1 © 2000 Prentice Hall Safety needs (security, protection) Psychological needs (food, water, shelter)

Four Types of Buying Behavior High Involvement Significant differences between brands Few differences between brands © 2000 Prentice Hall Low Involvement Complex Buying Behavior Variety. Seeking Behavior Dissonance. Reducing Buying Behavior Habitual Buying Behavior

Problem recognition Consumer Buying Process Information search Evaluation of alternatives Purchase decision Postpurchase behavior

Decision Making Sets Total Set © 2000 Prentice Hall Awareness Set Consideration Set Choice

Steps Between Evaluation of Alternatives and a Purchase Decision Evaluation of alternatives Attitude of others Purchase intention Purchase decision Unanticipated situational factors © 2000 Prentice Hall

How Customers Use or Dispose of Products Get rid of it temporarily Rent it Loan it Give it away Trade it Product Get rid of it permanently Keep it Use for original purpose Convert to new purpose Store it © 2000 Prentice Hall Sell it Throw it away To be (re)sold To be used Direct to consumer Through middleman To intermediary