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: Behavioral Dimensions of the Consumer Market For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter Objectives When you finish this chapter, you should 1. Understand the economic buyer model of buyer behavior 2. Understand how psychological variables affect an individual’s buying behavior 3. Understand how social influences affect an individual’s and household’s buying behavior. 4. See why the purchase situation has an effect on consumer behavior 62 5. Know how consumers use problemsolving processes 6. Have some feel for how a consumer handles all the behavioral variables and incoming stimuli 7. Understand the important new terms For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill A Model of Buyer Behavior 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 63 Person Does or Does Not Purchase (Response) For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The PSSP Hierarchy of Needs Personal Needs Social Needs Safety Needs Physiological Needs 64 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Learning Process Drive Cues Reinforcement Response 65 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Lifestyle Dimensions ??????? ??????? ??????? ??????? ??????? 66 Activities Activities Interests Interests Opinions Opinions For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Social Class Dimensions Upper-class 1.5% Upper-middle class 12.5% 32% 38% 16% Lower-middle class Upper-lower (“working”) class Lower-lower class Exhibit 66 67 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Purchase Situation Influences ??????? ??????? ??????? ??????? ??????? 68 Purchase Purchase Reason Reason Time Time Surroundings Surroundings For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Consumer Problem Solving Process Marketing mixes Psychological Variables Person making decision All other stimuli 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 69 Purchase Product Response Postpurchase Evaluation For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 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 Behavior Limited Problem Solving Low Involvement Extensive Problem Solving High Involvement Involvement Continuum Exhibit 69 610 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation 611 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Relating the Processes Problemsolving steps Adoption process steps 1. Becoming aware of or interested in the problem Awareness and interest 2. Gathering information about possible solutions Interest and evaluation Drive 3. Evaluating alterative Evaluation, maybe trial solutions 4. Deciding on the appropriate solution Decision 5. Evaluating the decision Confirmation 612 Learning steps Cues Reinforcement Response For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Key Terms Economic Buyers Economic Needs Needs Wants Drive Physiological Needs Safety Needs Social Needs Personal Needs Perception Selective Exposure Selective Perception Selective Retention 613 Learning Cues Response Reinforcement Attitude Belief Expectation Psychographics Lifestyle Analysis Social Class Reference Group Opinion Leader Culture Extensive Problem Solving Limited Problem Solving Routinized Response Behavior Lowinvolvement Purchases Adoption Process Dissonance For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill ... Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Social Class Dimensions Upper-class 1.5% Upper-middle class 12.5% 32% 38% 16% Lower-middle class Upper-lower... Exhibit? ?6? ?9 6? ?10 For use only with Perreault and McCarthy texts © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation... 1. Becoming aware of or interested in the problem Awareness and interest 2. Gathering information about possible solutions Interest and evaluation Drive 3. Evaluating alterative Evaluation, maybe trial