1. Influences on Consumer Behaviour

2. Influences on Consumer Behaviour
Influences on consumer buying behaviour
psychological
social
situational

3. Psychological Influences
Psychological influences are the influences that come from within a person.
needs such as hunger and thirst
wants such as a hamburger or coffee
(Continued)

4. Psychological Influences
A need is a lack within a person
needs must be filled
e.g., lack of food, water, or shelter
NEED
DRIVE
ACTION
PURCHASE

5. Hierarchy of Needs Maslow’s hierarchy of needs
States that basic physical needs must be satisfied before others

7. Promotions and Maslow’s Needs Worksheet
Physical Needs:
Headache Pain - Advil
Heart Health - Cheerios
Thirst - Gatorade

8. Promotions and Maslow’s Needs Worksheet
Safety Needs:
Accidents - Volvo
Financial disaster - Allstate
Germs & Disease - Lysol

9. Promotions and Maslow’s Needs Worksheet
Acceptance Needs:
Affection - FTD
Belonging – Virgin Mobile
Fitting in – Coca - Cola

10. Promotions and Maslow’s Needs Worksheet
Esteem Needs:
Prestige – Mercedes-Benz
Quality - Hallmark
Self-image – L’Oreal

11. Promotions and Maslow’s Needs Worksheet
Self-Actualization Needs:
Adventure - Disneyland
Aspirations - Nike
Knowledge - Kumon

12. Types of Buying Motives
Basis
Examples
Physical Motives
Physical Needs
Food, shelter, health, protection from harm, safety, relief from stress.
Psychological Motives
Psychological and social needs
Friendship, respect, appreciation, love reputation, prestige, fun,
Rational Motives
Logical Reasoning
Features, quality, durability, dependability, price
Emotional Motives
Emotions, instinct, impulse
Popularity, acceptance, romance, fear, anxiety, prestige
Product Motives
Features Of product
Features, quality, design, colour brand.
Patronage Motives
Features of a specific store
Location, reputation for reliability, positive image in community

13. Wants into Buying Motives
Salespeople try to understand a customer's buying motives so that they can do a better job of encouraging the customer to buy the product.
(Continued)

14. Social Influences Social influences
influences from the people around you, rather than from within yourself
Three categories
culture
family
friends and coworkers

15. Situational Influences
influences that come from the environment
weather
store location
time of day
advertising
Buyer’s mood, physical condition, and financial condition can also be considered situational influences.

16. The Consumer Decision Process
How does a consumer make the decision to buy?
Marketers think that many consumers use a six-step decision-making process.
(Continued)

17. The Consumer Decision Process
Awareness of need or problem
Information search
Evaluation of options
Decision to buy
Purchase
Post-purchase evaluation
(Continued)

18. The Consumer Decision Process
Four levels of consumer purchase decisions
impulse
routine
limited
extensive

19. Impulse Decision Impulse purchase made with no planning or research
To encourage impulse purchases, marketers display products near checkout counters.

20. Routine Decision Routine buying decision
made quickly without much thought
Consumers make routine buying decisions when they have
previous experience with the product
brand loyalty

21. Limited Decision Limited decision making
involves some research and planning
usually for a more expensive or complex product

22. Extensive Decision Extensive decision making
involves a great deal of research and planning
used for purchases that will greatly impact your daily life, safety, and finances

23. Extensive Decision Example: steps in buying a car
researching cars on the Internet
test-driving at several dealerships
analyzing your finances
arranging for financing
getting the license plate(s) and insurance
buying the car