Chapter 6 Class Notes

Contents of Chapter 6 Class Notes

What is Consumer Buying Behavior?

Definition of Buying Behavior:
Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for: Return to Contents List

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are:

  1. Problem Recognition(awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.
    Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.
  2. Information search-- A successful information search leaves a buyer with possible alternatives, the evoked set.

    Hungry, want to go out and eat, evoked set is

  3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, indian gets highest rank etc.
    If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.
  4. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc.
  5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.
  6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.
    After eating an indian meal, may think that really you wanted a chinese meal instead.

Handout...Pillsbury 1-800#s

1-800 #s gives the consumer a way of communicating with the marketer after purchase. This helps reduce cognitive dissonance when a marketer can answer any concerns of a new consumer.
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Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by: High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: The four type of consumer buying behavior are: The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

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Categories that Effect the Consumer Buying Decision Process

A consumer, making a purchase decision will be affected by the following three factors:
  1. Personal
  2. Psychological
  3. Social
The marketer must be aware of these factors in order to develop an appropriate MM for its target market.
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Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making.
Young people purchase things for different reasons than older people.

Handout...From choices to checkout...

Highlights the differences between male and female shoppers in the supermarket.

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Psychological factors

Psychological factors include: Extra credit assignment from the news group, to access Value and Lifestyles (VALS) Program, complete the survey and Email the results. This is a survey tool that marketers can use to better understand their target market(s).
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Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted the Marketing Concept and are consumer oriented.

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