Final consumer behaviour

1. Chapter Five
Final Consumers
and Their Buying
Behavior
For use only with Perreault and McCarthy texts.
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McGraw-Hill/Irwin

2. When we finish this lecture you should
1. Know how income affects consumer behavior and
spending patterns.
2. Understand the economic buyer model of buyer
behavior.
3. Understand how psychological variables affect an
individual’s buying behavior.
4. Understand how social influences affect an
individual’s and household’s buying behavior.
5. See why the purchase situation has an effect on
consumer behavior.
6. Know how consumers use problem-solving processes.
7. Have some feel for how a consumer handles all the
behavioral variables and incoming stimuli.
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3. A Luxury Item
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4. Exhibit 5-1
Income Dimensions of the US Market
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5. Appealing to Higher Income Consumers
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6. The Behavioral Sciences Help You
Understand the Buying Process
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7. Exhibit 5-2
How We Will View Consumer Behavior
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8. Psychological Influences within an Individual
Needs
Wants
Drives
Consumers seek benefits to match
needs and wants!
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9. Several Needs at the Same Time
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
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10. Interactive Exercise: Needs
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11. Personal Needs
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12. Perception Determines What
Consumers See and Feel
Selective
Exposure
Selective Selective
Retention Perception
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13. Learning Determines What Response is Likely
Drive
Cues
Reinforcement
Response
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14. Cue
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15. Attitudes Relate to Buying
Belief: an
opinion
Need to
Attitude: a Understand
point of view Attitudes &
attitudes
Beliefs
Key
Concepts
Meeting Work With
Expectations Existing
Is Important Attitudes
Ethical Issues
May Arise
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16. Personality and Lifestyle Analysis
Personality: how
people see things
Activities
Interests
Opinions
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17. Exhibit 5-7
The Family Life Cycle
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18. Family Life Cycle Implications
Acceptance of Reallocation
new ideas for teenagers
Key
Issues
Senior Citizens Empty Nesters
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19. Credit Card Use
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20. Social Influences Affect Consumer Behavior
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21. Exhibit 5-8
Social Class Affects Attitudes, Values, & Buying
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22. Other Social Influences
Reference Groups
Opinion Leaders
Culture
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23. Ethnic Dimensions of the US Market
Buy
Differently
Avoid High Growth
Stereotypes Rate
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24. Appealing to Minority Consumers
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25. Individuals Are Affected by
the Purchase Situation
Purchase Time Physical
Reason Available Surroundings
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26. Consumers Use Problem Solving Processes
Marketing Mixes All Other Stimuli
Psychological Social Influences Purchase
Variables Situation
Person Making Need-want Awareness
Decision
Routinized Response
Information Search
Feedback of
Set Criteria Information as
Attitudes
Decide on Solution
Postpone Purchase Product Postpurchase
Decision Evaluation
Response

27. Exhibit 5-10
Grid of Evaluative Criteria Helps
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28. Three Levels of Problem Solving Are Useful
Low involvement High involvement
Frequently purchased Infrequently purchased
Inexpensive Expensive
Little risk High risk
Little information Much information desired
Routinized Limited Extensive
Response Problem Problem
Behavior Solving Solving
Low involvement High involvement
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29. Limited or Extensive Problem Solving?
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30. Problem Solving is a Learning Process
Awareness
Interest
Evaluation
Trial Dissonance
may set in
after the
Decision
decision!
Confirmation
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31. Problem Solving
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32. Key Terms
 Discretionary income  Selective perception
 Economic buyers  Selective retention
 Economic needs  Learning
 Needs  Cues
 Wants  Response
 Drive  Reinforcement
 Physiological needs  Attitude
 Safety needs  Belief
 Social needs  Expectation
 Personal needs  Psychographics
 Perception  Lifestyle analysis
 Selective exposure  Empty nesters
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33. Key Terms
 Social class  Low-involvement
 Reference group purchases
 Opinion leader  Adoption process
 Culture  Dissonance
 Extensive problem
solving
 Limited problem
solving
 Routinized response
behavior
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