it is the sum total of consumer's attitudes, preferences, intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service
consumer buying behavior
is the study of individuals and organizations and how they select and use products and services.
consumer behavior
true or false: Studying consumer behavior is important because this way marketers can understand what influences consumers’ buying decisions.
true
it is the process by which consumers become aware of and identify their needs; collect information on how to best solve these needs; evaluate alternative available options; make a purchasing decision; and evaluate their purchase.
consumer decision making process
5 Steps in Consumer Decision Making Process
Problem Recognition
Information Search
Evaluation
Purchase
Post-Purchase Evaluation
During this step, the consumer realizes that she has an unfulfilled need or want.
problem recognition
it is the first and most important stage of the buying process, because every sale begins when a customer becomes aware that they have a need for a product or service.
problem recognition
this step is to gather information relevant to what you need to solve the problem.
information search
During this stage, customers want to find out their options.
information search
in this stage it is evaluated against a consumer's needs, wants, preferences, and financial resources available for purchase
evaluation
This is the stage when a customer is comparing options to make the best choice.
evaluation
During this stage, buying behavior turns into action – it’s time for the consumer to buy!
purchase
At this stage, the consumer will decide whether the purchase actually satisfies her needs and wants.
post- purchase evaluation
the needs come about because of 2 reasons:
internal stimuli
external stimuli
Types of Buying Behavior
Complex Buying Behavior
Habitual Buying Behavior
Dissonance-reducing Buying Behavior
Variety Seeking Buying Behavior
This type of behavior involves a high degree of consumer involvement in the buying process with the consumer seeing a great difference among brand choices.
Complex buying behavior
A typical consumer's involvement in the buying process is low because the consumer doesn't see much difference between available brands
habitual buying behavior
3 Factors that affect Consumer Behavior
Psychological Factors
Personal Factors
Social Factors
this factor can include the perception of a need or situation, the person's ability to learn or understand information, and an individual's attitude.
psychological factor
This factor also includes social class, income, and education level.
social factors
consumer behavior models
black-box model
personal-variable model
complex model
this model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people).
black box model
this model is based on external stimulus-response, meaning something triggers the consumer to make buying decisions that are influenced by many factors, including marketing messages, sampling, product availability, promotions, and price.
black box model
this model explains that consumers make decisions based on internal factors. These internal factors may include personal opinions, belief systems, values, traditions, goals, or any other internal motivator.
personal-variable model
this model considers both internal and external variables.
complex model
There are many ways to study consumer behavior but the three most common ways include:
Focus Groups
Surveys
Track Sales History
External Influences and Buying Decisions
Culture and Values
Social Class
Reference Group and Opinion Leaders
these are s are individuals or organizations that are able to influence people by their opinion.
opinion leaders
this refers to two or more individuals who share a set of norms, values, or beliefs and have certain implicitly or explicitly defined relationships to one another such that their behavior is interdependent.
groups
this buying behavior involves consumer involvement in the buying process with the consumer seeing differences among brands
complex
low involvement because the consumer doesn't see much difference between available brands
habitual
In this type of consumer behavior, there is a low degree of consumer involvement in the purchasing process but a high degree of differences between brands.
variety seeking behavior
the consumer will have a high level of involvement in the purchase but perceive very few differences among product choices.
dissonance-reducing buying behavior
DECISION-MAKING USING GOALS
Evoked Sets
Considerations Sets
these are the group of brands a consumer can remember spontaneously
evoked sets
the group of brands that a consumer believes will meet his or her need and that are therefore seriously being considered for purchase
consideration set
Causes if shift of the actual state might be taken from the following list:
Assortment Depletion
Income Change
it is the tendency of people to make their lives more complex and therefore more interesting
psychology of complication
it is the tendency for people to make their lives less complex and therefore less stressful
psychology of simplification
it is the process of substituting some possession for others in order to improve one’s overall position.