Simple Response Model

Stimulus Organism Response

 Model of Buying Behavior
Marketing Other Buyer’s Buyer’s decision
stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Cultural Factors

Culture
Subculture
Social Class

Buyer
 Social Factors

Reference
Groups

Roles &
Family
Statuses
 Influences on Consumer
Behavior

Personal Influences

Age and Family Life Lifestyle

Cycle Stage

Occupation & Personality &

Economic Circumstances Self-Concept
 Psychological Factors

Motivation

Beliefs &
Attitudes
Perception Learning
 Maslow’s Hierarchy
of Needs
5
Self-
actualization
(self-development
and realization)

4 Esteem needs
(self-esteem, recognition)
Social needs
3 (sense of belonging, love)
Safety needs
2
(security, protection)
Psychological needs
1 (food, water, shelter)
 Four Types of Buying Behavior

High Low
Involvement Involvement

Significant
differences Complex Variety-
between Buying Seeking
brands Behavior Behavior
Few
differences Dissonance- Habitual
between Reducing Buying Buying
brands
Behavior Behavior
 Consumer Buying
Process
Problem
recognition

Information
search

Evaluation of
alternatives

Purchase
decision

Post purchase
behavior
 Decision Making Sets

Total
Set Aware-
Consid-
ness
eration Choice
Set
Set Set Decision
 Steps Between Evaluation of Alternatives
and a Purchase Decision

Evaluation
of
alternatives

Attitude
of others

Purchase Purchase
intention decision

Unanticipated
situational
factors
 How Customers Use or
Dispose of Products
To be
Rent it Give it (re)sold
Get rid of it away
temporarily Loan it
To be
used
Trade it
Get rid of it
Product permanently Direct to
Use for consumer
original Sell it
purpose
Keep it Convert Through
to new Throw it middleman
purpose away
Store it To
intermediary
 Review
• Influences on Buying Behavior
• Buyer Decision Making