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Chapter 7

The document outlines the various influences on buying behavior and the buyer decision-making process, including cultural, social, personal, and psychological factors. It presents models of buying behavior, including the simple response model and the consumer buying process, which consists of stages such as problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Additionally, it discusses the types of buying behavior and the decision-making sets involved in consumer choices.

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3 views17 pages

Chapter 7

The document outlines the various influences on buying behavior and the buyer decision-making process, including cultural, social, personal, and psychological factors. It presents models of buying behavior, including the simple response model and the consumer buying process, which consists of stages such as problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior. Additionally, it discusses the types of buying behavior and the decision-making sets involved in consumer choices.

Uploaded by

tanvirtutorial99
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Objectives

 Influenceson Buying Behavior


 Buyer Decision Making

©2000 Prentice Hall


©2000 Prentice Hall
©2000 Prentice Hall
Simple Response Model

Stimulus
Stimulus Organism
Organism Response
Response

©2000 Prentice Hall


Model of Buying Behavior

Marketing Other Buyer’s Buyer’s decision


stimuli stimuli characteristics process
Product Economic Cultural Problem recognition
Price Technological Social Information search
Place Political Personal Evaluation
Promotion Cultural Psychological Decision
Postpurchase
behavior

Buyer’s decisions
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
©2000 Prentice Hall
Cultural Factors

Culture
Subculture
Social Class

Buyer
Buyer

©2000 Prentice Hall


Social Factors

Reference
Groups

Roles &
Family
Statuses

©2000 Prentice Hall


Influences on Consumer
Behavior

Personal
Personal Influences
Influences
Age
Age and
and Family
Family Life
Life Lifestyle
Cycle Lifestyle
Cycle Stage
Stage

Occupation
Occupation && Personality
Personality &&
Economic
Economic Circumstances
Circumstances Self-Concept
Self-Concept

©2000 Prentice Hall


Psychological Factors

Motivation
Motivation

Beliefs &
Beliefs &
Attitudes
Attitudes

Perception
Perception Learning
Learning
©2000 Prentice Hall
Maslow’s Hierarchy
of Needs
5
Self-
Self-
actualization
actualization
(self-development
(self-development
andrealization)
and realization)
Esteem needs
4 Esteem needs
(self-esteem,recognition)
(self-esteem, recognition)
Social needs
Social needs
3 (sense
(senseof
of belonging,
belonging, love)
love)
Safetyneeds
Safety needs
2 (security, protection)
protection)
(security,
Psychological needs
Psychological needs
1 (food, water,
(food, water, shelter)
shelter)
©2000 Prentice Hall
Four Types of Buying
Behavior
High Low
Involvement Involvement
Significant Complex Variety-
differences Buying Seeking
between
brands Behavior Behavior
Few Dissonance- Habitual
differences Reducing Buying
between
Buying
brands Behavior Behavior

©2000 Prentice Hall


Consumer Buying
Problem
Process
recognition

Information
search

Evaluation of
alternatives

Purchase
decision

Postpurchase
behavior
©2000 Prentice Hall
Decision Making Sets

Total
Set Aware-
Consid-
ness
eration Choice
Set
Set Set Decision

©2000 Prentice Hall


Steps Between Evaluation of
Alternatives and a Purchase Decision

Evaluation
of
alternatives

Attitude
of others

Purchase Purchase
intention decision

Unanticipated
situational
factors
©2000 Prentice Hall
How Customers Use or
Dispose of Products
To be
Rent it Give it (re)sold
Get rid of it away
temporarily Loan it
To be
used
Trade it
Get rid of it
Product permanently Direct to
Use for consumer
original Sell it
purpose
Keep it Convert Through
to new Throw it middleman
purpose away
Store it To
intermediary
©2000 Prentice Hall
Review

 Influenceson Buying Behavior


 Buyer Decision Making

©2000 Prentice Hall

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