This document discusses consumer buying behavior and the consumer buying decision process. It outlines three levels of consumer problem solving - routinized response behavior for everyday purchases, limited problem solving for occasional purchases of familiar products, and extended problem solving for unfamiliar or expensive purchases. It also describes impulse buying and the five stages of the consumer buying decision process: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. Influences on the process include internal vs. external information search and the rational and situation-dependent nature of alternative evaluation.

1. Week #2
Consumer Buying Behavior

2. Buying Behavior
 The decision processes and acts of people involved in
buying and using products.

3. Consumer Buying Behavior
 The decision processes and purchasing activities of people
who purchase products for personal or household use and
not for business purposes.

4. Level Of Involvement
An individual’s intensity of interest in a product and the
importance of the product for that person.
 Enduring
 Situational

5. Consumer Problem Solving

6. Routinized Response Behavior
 The consumer problem-solving process used when
purchasing frequently purchased, low-cost items needing
very little search-and-decision effort.

7. Limited Problem Solving
 The consumer problem-solving process employed when
buying occasionally or when they need to obtain
information about an unfamiliar brand in a familiar
product category.

8. Extended Problem Solving
 A consumer problem-solving process employed when
purchasing unfamiliar, expensive, or infrequently bought
products.

9. Impulse Buying
 An unplanned buying behavior resulting from a powerful
urge to buy something immediately.

10. Consumer Buying Decision Process
 A five-stage purchase decision process that includes
problem recognition, information search, evaluation of
alternatives, purchase, and postpurchase evaluation.

11. Consumer Buying Decision Process/Possible
Influences on the Process

12. Problem Recognition
 Difference between desired state and actual condition.

14. Aspects Of Information Search
 Internal Search
An information search in which buyers search their memories for
information about their products that might solve their problem.
 External Search
An information search in which buyers seek information from
sources other than memory.

15. Evaluation Of Alternatives
 No single process is used by all consumers, or by one consumer in all
buying situations.
 The most current model see the consumer forming judgments largely
on a conscious and rational basis.
 This evaluation depends on the individual consumer and specific
buying situations