Consumer Buying Decision Process

Objectives

• Determine how cultural, social, personal,

and psychological factors influence
consumer buying behavior.
• Describe how the consumer makes a
purchasing decision.
Model of Customer Buyer Behavior
 Consumer Buying Decision Process

Marketers Must Identify and Understand:

Who Makes the Buying Decision

Types of Buying Decisions

Stages in the Buying Process

 The proper understanding of Consumer
behavior helps the marketers in

• Outline the stages in the consumer

decision process.

• Distinguish among three variations of

the consumer decision process:
routine, limited, and extended problem
solving.
Consumer Buying Decision Process

Five-Stage Model of the Consumer Buying Process

Consumer Buying Decision Process

• Post-purchase Behavior:
– Consumers’ expectations are compared to
performance
– Post-purchase satisfaction influences future
behavior

• Purchasing behavior
• Psychological influences affect
consumer behavior, particularly
purchase decision processes.

• Socio cultural factors influence on

consumer behavior and their effects on
purchase decisions.
Consumer Buying Decision Process

• Post-purchase Behavior:
– Consumers’ expectations are compared to
performance
– Post-purchase satisfaction influences future
behavior
• Purchasing behavior
• Word-of-mouth communications
• Recognize how marketers can use
knowledge of consumer behavior to
better understand and influence
individual and family purchases.
 CONSUMER
PURCHASE DECISION PROCESS

Purchase decision process

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
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
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
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
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

• Personal Influence
– Opinion Leadership
– Word of Mouth
• Reference Groups
• Family Influence
– Consumer Socialization
– Family Life Cycle
– Family Decision Making
SOCIOCULTURAL INFLUENCES
ON CONSUMER BEHAVIOR

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