Chapter 5 Consumer Behavior
Chapter 5 Consumer Behavior
Chapter 5 Consumer Behavior
Consumer Behavior
Explain why
marketing managers
should understand
consumer behavior
1
Learning Outcomes
4
Identify the types of consumer buying decisions and
discuss the significance of consumer involvement
Learning Outcomes
1. Power Bank
2. Splurge on Food
4. Treat my friends
Buying Motives of Consumers
Consumer
Decision-Making
Process A five-step process used
by consumers when
buying goods or services.
Other Factors Influencing
Consumer Buying Decisions
Cultural Social
Factors Factors CONSUMER
DECISION- BUY /
MAKING DON’T BUY
PROCESS
Psycho-
Individual
logical
Factors
Factors
Exhibit 6.1
Consumer Decision-Making Process
9
Need Recognition
10
Need Recognition
Preferred
Present State
Status
Purchase!
Mental Accounting (manner which consumers
code, categorize, and evaluate financial outcomes of choice)
To buy
or not to buy...
2
Post-purchase Behavior
18
Postpurchase Behavior
Consumers can reduce dissonance by:
❑ Seeking information that reinforces positive
ideas about the purchase
❑ Avoiding information that contradicts the
purchase decision
❑ Revoking the original decision by returning
the product
21
Other Factors Influencing
Consumer Buying Decisions
Cultural Social
Factors Factors CONSUMER
DECISION- BUY /
MAKING DON’T BUY
PROCESS
Psycho-
Individual
logical
Factors
Factors
Culture
• Culture is the sum of the “values, rituals,
symbols, beliefs, and thought processes
that are learned, shared by a group of
people, and transmitted from generation
to generation”
Components of Culture
Religion
Language
Myths
Customs
Rituals
Laws
Material artifacts
Value
Value
Subculture
A homogeneous group
of people who share
elements of the overall
culture as well as cultural
elements unique to their
own group.
Social Class
Social Class
Income
Education
Wealth
Other Variables
Social Influences on
Consumer Buying Decisions
Identify and
understand the
social factors that
affect consumer
buying decisions
29
Social Influences
Reference
Groups
Opinion
Leaders
Family
Members
Exhibit 6.5
Types of Reference Groups
Primary: small,
informal group
Direct Face-to-Face
membership
Secondary: large,
formal group
Reference Groups
Aspirational Group
that someone would
like to join
Indirect
Nonmembership
Nonaspirational Group
with which someone
wants to avoid being
identified
Opinion Leaders…
…are the first to try new products
and services out of pure curiosity.
…can be challenging to locate.
• Influencers
• Decision Makers
• Purchasers
• Consumers
Individual Influences on
Consumer Buying Decisions
Identify and
understand the
individual factors that
affect consumer
buying decisions
34
Individual Influences
Personality
Age
Gender Self-Concept
Life Cycle
Lifestyle
Age and Family Life Cycle
Stage
• Consumer tastes in food, clothing,
cars, furniture, and recreation are
often age related.
37
Psychological Influences
Perception
Motivation
Learning
Maslow’s
Hierarchy
of Needs
A method of classifying human
needs and motivations into five
categories in ascending order of
importance.
Exhibit 6.6
Maslow’s Hierarchy
of Needs
Types of Learning
An experience changes
Experiential
behavior