In chapter 6 you will learn: Understand the economic-buyer model of buyer behaviour, understand how psychological variables affect an individual''s buying behaviour, understand how social influences affect an individual''s and a household''s buying behaviour, see why the purchase situation has an effect on consumer behaviour, know how consumers use problem-solving processes, understand the important new terms (shown in the margin).
Chapter 6: Behavioural Dimensions of the Consumer Market For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited A Model of Buyer Behaviour Marketing Mixes All Other Stimuli Psychological Variables Social Influence Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Family Social Class Reference Groups Culture Purchase Reason Time Surroundings Person Making Decision Problem-Solving Process Exhibit 61 62 Person Does or Does Not Purchase For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The PSSP Hierarchy of Needs Personal Needs Social Needs Safety Needs Physiological Needs 63 Exhibit 63 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Learning Process Drive Cues Reinforcement Response 64 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Lifestyle Dimensions ??????? ??????? ??????? ??????? ??????? 65 Activities Activities Interests Interests Opinions Opinions For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Purchase Situation Influences ??????? ??????? ??????? ??????? ??????? 66 Purchase Purchase Reason Reason Time Time Surroundings Surroundings For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Consumer Problem-Solving Process Psychological Variables Person making decision Marketing mixes stimuli All other Social Influences Purchase Situation Need-want Awareness Routinized Response Information Search Set Criteria Feedback of information as attitudes Decide on Solution Postpone Decision Exhibit 67 67 Purchase Product Response Post-purchase Evaluation For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited Levels of Problem Solving High involvement Infrequently purchased Expensive High risk Much information desired Low involvement Frequently purchased Inexpensive Little risk Little information needed Routinized Response Behaviour Limited Problem Solving Low Involvement Extensive Problem Solving High Involvement Involvement Continuum 68 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation 69 For use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited .. .A Model of Buyer Behaviour Marketing Mixes All Other Stimuli Psychological Variables Social Influence Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Family... Marketing mixes stimuli All other Social Influences Purchase Situation Need-want Awareness Routinized Response Information Search Set Criteria Feedback of information as attitudes Decide on Solution... use with Shapiro, Wong, Perreault, and McCarthy texts Copyright © 2002 McGraw-Hill Ryerson Limited The Consumer Problem-Solving Process Psychological Variables Person making decision Marketing