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1、9,Consumer Buying Behavior,Copyright Houghton Mifflin Company. All rights reserved.,9 | 2,Objectives,To understand consumers level of involvement with a product and the types of consumer problem-solving processes To recognize the stages of the consumer buying decision process To explore how situatio
2、nal influences may affect the consumer buying decision process To understand the psychological influences that may affect the consumer buying decision process To examine the social influences that affect the consumer buying decision process,Copyright Houghton Mifflin Company. All rights reserved.,9
3、| 3,Chapter Outline,Level of Involvement and Consumer Problem-Solving Processes Consumer Buying Decision Process Situational Influences on the Buying Decision Process Psychological Influences on the Buying Decision Process Social Influences on the Buying Decision Process,Copyright Houghton Mifflin C
4、ompany. All rights reserved.,9 | 4,Introduction: Key Terms,Buying Behavior The decision processes and acts of people involved in buying and using products Consumer Buying Behavior Buying behavior of people who purchase products for personal use and not for business purposes,Copyright Houghton Miffli
5、n Company. All rights reserved.,9 | 5,Level of Involvement and Consumer Problem-Solving Processes,Level of Involvement An individuals intensity of interest in a product and the importance of the product for that person Enduring involvement Situational involvement Routinized Response Behavior The pro
6、cess used when buying frequently purchased, low-cost items that require little search-and-decision effort,Copyright Houghton Mifflin Company. All rights reserved.,9 | 6,Level of Involvement and Consumer Problem-Solving Processes (contd),Limited Problem Solving The process that buyers use when purcha
7、sing products occasionally or when they need information about an unfamiliar brand in a familiar product category Extended Problem Solving The process employed when purchasing unfamiliar, expensive, or infrequently bought products Impulse Buying An unplanned buying behavior resulting from a powerful
8、 urge to buy something immediately,Copyright Houghton Mifflin Company. All rights reserved.,9 | 7,Consumer Buying Decision Process and Possible Influences on the Process,FIGURE 9.1,Copyright Houghton Mifflin Company. All rights reserved.,9 | 8,Consumer Buying Decision Process,Problem Recognition Occ
9、urs when a buyer becomes aware of a difference between a desired state and an actual condition May occur rapidly or slowly Information Search Internal search Buyers search their memories for information about products that might solve their problem External search Buyers seek information from outsid
10、e sources,Copyright Houghton Mifflin Company. All rights reserved.,9 | 9,Consumer Buying Decision Process (contd),Evaluation of Alternatives Consideration set A group of brands that the buyer views as alternatives for possible purchase Evaluative criteria Objective and subjective characteristics tha
11、t are important to a buyer Framing the alternatives Describing the alternatives and their attributes in a certain manner to make a particular characteristic appear more important especially to the inexperienced buyer,Copyright Houghton Mifflin Company. All rights reserved.,9 | 10,Consumer Buying Dec
12、ision Process (contd),Purchase Choosing the product or brand to be bought based on the outcome of the evaluation stage The choice of seller may affect the final product selection. Factors such as terms of sale, price, delivery, and warranties may affect the sale.,Copyright Houghton Mifflin Company.
13、All rights reserved.,9 | 11,Consumer Buying Decision Process (contd),Postpurchase Evaluation Cognitive dissonance A buyers doubts shortly after a purchase about whether the decision was the right one Buyers are most likely to seek reassurance after the purchase of an expensive, high- involvement pro
14、duct,Copyright Houghton Mifflin Company. All rights reserved.,9 | 12,Situational Influences on the Buying Decision Process,Situational Influences Factors that can influence a buyers purchase decision and may cause the buyer to shorten, lengthen, or terminate the process. Situational Factors Physical
15、 surroundings Social surroundings Time perspective Reason for purchase Buyers momentary mood and condition,Copyright Houghton Mifflin Company. All rights reserved.,9 | 13,Psychological Influences on the Buying Decision Process,Psychological Influences Factors that in part determine peoples general b
16、ehavior, thus influencing their behavior as consumers Perception The process of selecting, organizing, and interpreting information inputs to produce meaning,Copyright Houghton Mifflin Company. All rights reserved.,9 | 14,Psychological Influences on the Buying Decision Process (contd),Selective Exposure The process of selecting inputs to be exposed to our awareness while ignoring others Selective Distortion An individuals changing or twisting of informatio
