Chapter Six

 

THE BEHAVIORAL DIMENSIONS OF THE CONSUMER MARKET

 

BEHAVIORAL SCIENCES HELP UNDERSTAND BUYING PROCESS

 

bullet See Exhibit 6-1, page 152 to see a model of consumer buying behavior.
bullet Economists assume consumers are economic men: they know all facts, compare,. maximize value, etc.
bullet Above view assumes following economic needs: economy of purchase, convenience, efficiency, dependability, improvement of earnings

 

PSYCHOLOGICAL INFLUENCES WITHIN AN INDIVIDUAL

See exhibit 6-2, page 153

Needs motivate consumers:

Needs are basic forces motivating a person to do something. When a need is not satisfied, drive is created.

PSSP: solve lower order needs, then move on to higher order needs. See exhibit 6-3

 

Perception determines what consumers see and feel:

bullet Selective exposure: we seek only that which interests us
bullet Selective perception: we screen out conflicting information
bullet Selective retention: we remember only what we want to.

 

Learning determines response:

bullet Cues: stimuli in the environment
bullet Response: effort to satisfy drive
bullet Reinforcement: if response is followed by satisfaction
bullet Many needs are culturally learned
bullet See exhibit 6-4, page 156

 

Attitudes relate to buying:

bullet Belief: person's opinion about something
bullet Ethical issues: May have to address issues such as meaning of low fat, lite, etc.
bullet Lifestyle dimensions (Psychographics): may help. See exhibit 6-5

 

 

SOCIAL INFLUENCES AFFECT CONSUMER BEHAVIOR

bullet Who makes the purchase? Uses? Influences?
bullet Social class: occupation, education, type and location of housing, etc. (See Exhibit 6-6)
bullet Reference groups: are important
bullet Opinion leaders: person who influences others
bullet Culture: whole set of beliefs, attitudes, and ways of doing things

 

 

INDIVIDUALS ARE AFFECTED BY PURCHASE SITUATION

bullet Purchase reason varies.
bullet Time and surroundings can also make a difference

 

 

CONSUMERS USE PROBLEM-SOLVING PROCESSES

bullet Becoming aware of problem (Important)
bullet Gather information
bullet Evaluate alternatives
bullet Decide on solution
bullet Evaluate decision
bullet See exhibit 6-6, page 167

 

Consumers go through "adoption process" (Important)

bullet Awareness
bullet Interest
bullet Evaluation
bullet Trial
bullet Decision
bullet Confirmation

Note: Dissonance may set in

Next Steps:  Please review the PowerPoint Overview slides (20-15) for this chapter.  Then proceed to the Discussion Area.

 
Hosted by www.Geocities.ws

1