Principles of Marketing

BA 3365 Section 006

Consumer Behavior

Professor Andrei Strijnev

The University of Texas at Dallas

Fall 2005
 5
CHAPTER

CONSUMER
BEHAVIOR
 AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

• Outline the stages in the consumer

decision process.

• Distinguish among three variations of

the consumer decision process:
routine, limited, and extended problem
solving.
 AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

• Explain how psychological influences

affect consumer behavior, particularly
purchase decision processes.

• Identify major sociocultural influences

on consumer behavior and their effects
on purchase decisions.
 AFTER READING THIS CHAPTER
YOU SHOULD BE ABLE TO:

• Recognize how marketers can use

knowledge of consumer behavior to
better understand and influence
individual and family purchases.
CONSUMER BEHAVIOR

– SAVVY AUTOMAKERS KNOW

THEIR CUSTOM(H)ER
• Consumer behavior
 CONSUMER
PURCHASE DECISION PROCESS

Purchase decision process

FIGURE 5-2 Consumer Reports’ evaluation of
portable compact disc players (abridged)
 CONSUMER PURCHASE
DECISION PROCESS

• Alternative Evaluation: Assessing

Value
• Evaluative criteria
• Evoked set
• Purchase Decision: Buying Value
• Postpurchase Behavior: Value in
Consumption or Use
• Cognitive dissonance
 CONSUMER PURCHASE
DECISION PROCESS

• Involvement and Problem-Solving

Variations
FIGURE 5-3 Comparison of problem-
solving variations
 CONSUMER PURCHASE
DECISION PROCESS

• Involvement and Problem-Solving

Variations (cont)
– Routine Problem Solving
– Limited Problem Solving
– Extended problem Solving
– Involvement and Marketing Strategy
• Situational Influences
FIGURE 5-4
Influences on
the consumer
purchase
decision
process
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR
• Motivation and Personality
– Motivation
– Personality
• National character
• Self-concept
• Perception
– Selective Perception
– Subliminal perception
– Perceived Risk
FIGURE
5-5
Hierarchy
of needs
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

• Learning
– Behavioral Learning
– Cognitive Learning
– Brand Loyalty
PSYCHOLOGICAL INFLUENCES
ON CONSUMER BEHAVIOR

• Values, Beliefs, and Attitudes

– Attitude Formation
• Attitude
• Beliefs
– Attitude Change
• Lifestyle
VALSTM
psychographic
segments
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

• Personal Influence
– Opinion Leadership
– Word of Mouth
• Reference Groups
• Family Influence
– Consumer Socialization
– Family Life Cycle
– Family Decision Making
FIGURE 5-7 Modern family life cycle
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

• Social Class
• Culture and Subculture
– African-American Buying Patterns
– Hispanic Buying Patterns
– Asian Buying Patterns