Chapter Four: Consumer Markets and Consumer Buyer Behavior
Chapter Four: Consumer Markets and Consumer Buyer Behavior
Chapter Four: Consumer Markets and Consumer Buyer Behavior
Personal Interest
Savings
income rates
Personal
Dominance Autonomy
Factors
Motivation
Perception
Learning
Responses Reinforcement
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Chapter 5- slide 21
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Characteristics Affecting
Consumer Behavior
Psychological Factors
Beliefs and Attitudes
Need Recognition
Information Search
Sources of Information
• Personal sources—family and friends
• Commercial sources—advertising,
Internet
• Public sources—mass media, consumer
organizations
• Experiential sources—handling,
examining, using the product
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Chapter 5- slide 26
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The Buyer Decision Process
Evaluation of Alternatives
Purchase Decision
Postpurchase Decision
• The satisfaction or dissatisfaction that the
consumer feels about the purchase
• Relationship between:
– Consumer’s expectations
– Product’s perceived performance
• The larger the gap between expectation
and performance, the greater the
consumer’s dissatisfaction
• Cognitive dissonance is the discomfort
caused by a postpurchase conflict
Copyright © 2010 Pearson Education, Inc.
Chapter 5- slide 29
Publishing as Prentice Hall
The Buyer Decision Process
Post-Purchase Decision
Relative
Compatibility Complexity
advantage
Divisibility Communicability