Principles of Marketing BA 3365 Section 006 Consumer Behavior Professor Andrei Strijnev The University of Texas at Dallas Fall 2005

CONSUMER BEHAVIOR 5 5 C HAPTER

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. AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:

–SAVVY AUTOMAKERS KNOW THEIR CUSTOM(H)ER Consumer behavior CONSUMER BEHAVIOR

Purchase decision process CONSUMER PURCHASE DECISION PROCESSPURCHASE DECISION PROCESS

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

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 VariationsInvolvement CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-3 FIGURE 5-3 Comparison of problem- solving variations

Involvement and Problem-Solving Variations (cont) –Routine Problem Solving –Limited Problem Solving –Extended problem Solving –Involvement and Marketing Strategy Situational Influences CONSUMER PURCHASE DECISION PROCESS

FIGURE 5-4 FIGURE 5-4 Influences on the consumer purchase decision process

Motivation and Personality –MotivationMotivation –PersonalityPersonality National character Self-concept Perception –Selective Perception –Subliminal perceptionSubliminal perception –Perceived RiskPerceived Risk PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

FIGURE 5-5 FIGURE 5-5 Hierarchy of needs

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

Values, Beliefs, and Attitudes –Attitude Formation Attitude Beliefs –Attitude Change Lifestyle PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

VALS TM psychographic segments

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

FIGURE 5-7 FIGURE 5-7 Modern family life cycle

Social Class Culture and SubcultureSubculture –African-American Buying Patterns –Hispanic Buying Patterns –Asian Buying Patterns SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR