and
Consumer Buyer Behavior
• Consumer Buying Behavior
Buyer’s Characteristics
Decision Buyer’s Black Box Affecting
Process Consumer
Behavior
Culture
Social
Personal
Psychological
Buyer
Factors Affecting Consumer Behavior:Culture
Groups
•Membership
•Reference
Family
•Husband, wife, kids Social Factors
•Influencer, buyer, user
Personal Influences
Lifestyle Identification
Activities Opinions
Interests
Factors Affecting Consumer Behavior: Psychological
Motivation
Learning
Maslow’s Hierarchy of Needs
Self
Actualization
(Self-development)
Esteem Needs
(self-esteem, status)
Social Needs
(sense of belonging, love)
Safety Needs
(security, protection)
Physiological Needs
(hunger, thirst)
Types of Buying Decisions
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between
Buying
brands Behavior Behavior
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
The Buyer Decision Process
Step 1. Need Recognition
Need Recognition
Difference between an actual state and a desired state
• Hunger • TV advertising
• Thirst • Magazine ad
• A person’s normal • Radio slogan
needs
•Stimuli in the
environment
The Buyer Decision Process
Step 2. Information Search
Product Attributes
Evaluation of Quality, Price, & Features
Degree of Importance
Which attributes matter most to me?
Brand Beliefs
What do I believe about each available brand?
Evaluation Procedures
Choosing a product (and brand) based on one
or more attributes.
The Buyer Decision Process
Step 4. Purchase Decision
Purchase Intention
Desire to buy the most preferred brand
Attitudes Unexpected
of others situational
factors
Purchase Decision
The Buyer Decision Process
Step 5. Postpurchase Behavior
Consumer’s Expectations of
Product’s Performance
Product’s Perceived
Performance
Satisfied Dissatisfied
Customer! Customer
Cognitive Dissonance
Stages in the Adoption Process
Awareness
Interest
Evaluation
Trial
Adoption
Percentage of Adopters Adoption of Innovations
Early
34% 34% Laggards
Adopters
13.5% 16%
2.5% Time of Adoption
Early Late
Influences on the Rate of Adoption of New Products
Product
Divisibility Characteristics Compatibility
Can the innovation Does the innovation
be used on a fit the values and
trial basis? experience of the
target market?
Complexity
Is the innovation
difficult to
understand or use?