Lecture Basic Marketing: A global-managerial approach: Chapter 6 - William D. Perreault, E. Jerome McCarthy

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