P 3-1

P 3-2 Chapter 3 ConsumerBehavior

P 3-3 An Overview of the Buying Process Consumer decision making Group influences Marketing influences Situational influences Need recognition Need recognition Alternative search Alternative search Alternative evaluation Alternative evaluation Purchase decision Purchase decision Postpurchase evaluation Postpurchase evaluation Figure 3-1 Irwin/McGraw-Hill Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.

P 3-4 Social Class Groups for Marketing Analysis Upper Americans (14 percent of population). This group consists of the upper-upper, lower-upper, and upper-middle classes. They have common goals and are differentiated mainly by income. This group has many different lifestyles, which might be labeled postpreppy, conventional, intellectual, and political, among others. The class remains the segment of our society in which quality merchandise is most prized, special attention is paid to prestige brands, and the self-image is “spending with good taste.” Self-expression is more prized than in previous generation, and neighborhood remains important. Depending on income and priorities, theatre, books, investment in art, European travel, household help, club memberships for tennis, golf, and swimming, and prestige schooling for children remain high consumption priorities. (continued) SOURCE: Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, December 1983, pp © 1983 by the University of Chicago Press. Reprinted with permission. Figure 3-2

P 3-5 Social Class Groups for Marketing Analysis Middle class (32 percent of population). These consumers definitely want to “do the right thing” and buy “what’s popular.” They have always been concerned with fashion and following recommendations of “experts” in print media. Increased earnings result in better living, which means a “nicer neighborhood on the better side of town with good school.” It also means spending more on “worthwhile experiences” for children, including winter ski trips, college education's, and shopping for better brands of clothes at more expensive stores. Appearance of home is important, because guests may visit and pass judgement. This group emulates upper Americans, which distinguishes it from the working class. It also enjoys trips to Las Vegas and physical activity. Deferred gratification may still be an ideal, but it is not often practiced. (continued) SOURCE: Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, December 1983, pp © 1983 by the University of Chicago Press. Reprinted with permission. Figure 3-2

P 3-6 Social Class Groups for Marketing Analysis Working class (38 percent of population). Working-class Americans are “family folk” depending heavily on relatives for economic and emotional support (e.g., tips on job opportunities, advice on purchases, help in times of trouble). The emphasis on family ties is only one sigh of how much more limited and different working-class horizons are socially, psychologically, and geographically compared to those of the middle class. In almost every respect, a parochial view characterizes this blue-collar world. This group has changed little in values and behaviors in spite of rising incomes in some cases. For them, “keeping up with the times” focuses on the mechanical and recreational, and thus, ease of labor and leisure is what they continue to pursue. (continued) SOURCE: Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, December 1983, pp © 1983 by the University of Chicago Press. Reprinted with permission. Figure 3-2

P 3-7 Social Class Groups for Marketing Analysis Lower Americans (16 percent of population). The men and women of lower America are no exception to the rule that diversities and infirmities in values and consumption goals are to be found at each social level. Some members of this world, as has been publicized, are prone to every form of instant gratification known to humankind when the money is available. But others are dedicated to resisting worldly temptations as they struggle toward what some believe will be a “heavenly reward” for their earthly sacrifices. SOURCE: Richard P. Coleman, “The Continuing Significance of Social Class to Marketing,” Journal of Consumer Research, December 1983, pp © 1983 by the University of Chicago Press. Reprinted with permission. Figure 3-2