Transcript Consumer Buying Behaviour

Presentation prepared by Robin Roberts, Griffith University and
Mike Spark, Swinburne University
Technology
Copyright Johnof
Wiley
& Sons 2007
Chapter 6
Consumer buying behaviour
Copyright John Wiley & Sons 2007
Chapter Objectives
1. Describe the level of involvement and
types of consumer problem-solving
processes
2. Recognise the stages of the consumer
buying decision process
3. Explain how situational influences may
affect the consumer buying decision
process
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Chapter Objectives
4. Understand the psychological influences
that may affect the consumer buying
decision process
5. Recognise the social influences that affect
the consumer buying decision process
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Wotif.com – a successful new venture
business built on understanding consumer
behaviour
Dial-Up
Broadband
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Definitions
Successful marketing relies on being able to
identify and adapt to changes in consumers’
buying behaviour
Buying Behaviour
The decision processes and acts of people
involved in buying and using products
Consumer Buying Behaviour
Buying behaviour of people who purchase
products for personal or household use and
not for business purposes
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Level of involvement and consumer
problem-solving processes
Level of Involvement is the degree of interest
in a product and the importance the individual
places on that product
• Enduring involvement
– the interest in the product category
– is ongoing and long-term
• Situational involvement
– temporary and dynamic, resulting from a set
of circumstances
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Types of consumer
problem-solving processes
Routinised Response Behaviour
Buying of frequently purchased, low cost
items that require little decision effort
Limited Problem Solving
When purchasing products occasionally
and information is needed about an
unfamiliar brand in a familiar category
Extended Problem Solving
When purchasing unfamiliar, expensive,
or infrequently bought products
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What type of problem-solving process
would a consumer use to buy a
Mercedes M Class?
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Broadband
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The consumer buying
decision process
Problem Recognition
– occurs when a buyer becomes
aware of a difference between a
desired state and an actual
condition
– May occur rapidly or slowly
Information Search
– Internal search
– External search
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The consumer buying
decision process
Evaluation of Alternatives
• Consideration set (or Evoked set)
a group of brands that the buyer views as
alternatives for possible purchase
• Evaluative criteria
objective and subjective traits important to the buyer
• Framing the alternatives
describing the alternatives and their attributes in a
certain manner, to make a particular characteristic
appear more important and facilitate its recall from
memory
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The consumer buying
decision process
Purchase
– Choosing the product or brand to be
bought, based on the outcome of the
evaluation stage
Post purchase Evaluation
– Cognitive dissonance
A buyer’s doubts shortly after a
purchase about whether the decision
was the right one
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Situational influences on
the buying decision process
Situational Influences are factors that can
influence a buyer’s purchase decision and
may cause the buyer to short, lengthen or
terminate the process
•
Major Situational Factors
– Physical and social surroundings
– Time perspective
– Reason for purchase
– Buyer’s momentary mood
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Psychological influences on
the buying decision process
Psychological Influences are factors that
partly determine people’s general
behaviour and thus influence their
behaviour as consumers:
–
–
–
–
Perception and motives
Learning and attitudes
Personality and self-concept
Lifestyles
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Perception defined
Perception — the process of selecting,
organising and interpreting information
inputs to produce meaning to the
consumer/buyer
Information inputs
sensations received through sight, taste,
hearing, smell and touch
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1st steps of perception — Selecting
Selective Exposure
Process of selecting inputs to be exposed to
our awareness while ignoring others
Selective Distortion
An individual’s changing or twisting of
information when it is inconsistent with
personal feelings or beliefs
Selective Retention
Remembering information inputs that
support personal feelings and beliefs
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2nd step of perception —
Perceptual Organisation
Organising and integrating new information
with what is already stored in memory
Several methods are used, one is:
Closure occurs when a person mentally
fills in incomplete or missing elements in a
pattern or statement
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3rd step of perception —
Interpretation
Perceptual Interpretation
The assignment of meaning to what has
been organised based on what is expected
or what is familiar
Note that attempts by marketers to influence
interpretation by the buyer can fail because
of various forms of selective perception or
blocking
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Psychological Influences — Motives
(cont’d)
Motive — an internal energising force that
directs a person’s behaviour toward
satisfying needs or achieving goals
• Buyer’s actions are influenced by a set of
motives, not just one
• Some motives are stronger than others at
any point in time
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Maslow’s hierarchy of needs
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Psychological Influences — Learning
(cont’d)
Learning — changes in an individual’s
thought processes and behaviour caused
by information and experience
Consumers learn about products by:
– experiencing the products personally
– gaining additional knowledge from seller
provided information or product trial
– gaining indirect information from other
purchasers/users
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Psychological Influences — Attitudes
(cont’d)
Attitudes — an individual’s enduring
evaluation of, feelings about, and
behavioural tendencies toward an object or
idea
Attitudinal Components
– Cognitive
– Affective
– Behavioural
– Attitude Scale
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Psychological Influences —
Personality and Self-Concept
(cont’d)
Personality — a set of internal traits and
distinct behavioural tendencies that result in
consistent patterns of behaviour in certain
situations
Self-concept (or self-image)
– Perception or view of oneself
– Closely linked to personality
– Constantly trying to enhance one’s
self-image through visible purchases
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Psychological Influences —
Lifestyles (cont’d)
Lifestyle — an individual’s pattern of living
expressed through activities, interests and
opinions
People partly determine their own
lifestyles, but it is also affected by
personality and demographic factors
Lifestyle is measured through lengthy
surveys
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Social influences on the
buying decision process
Social influences — the forces other people
exert on one’s buying behaviour
Role is a set of actions and activities that a
person in a particular position is supposed to
perform based on expectations of the
individual and surrounding persons
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Social influences (cont’d)
Family Influences
Consumer socialisation — the process
through which a person acquires the
knowledge and skills to function as a
consumer
Family Decision-Making Processes
– Autonomic
– Husband-dominant
– Wife-dominant
– Syncratic
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Social influences (cont’d)
Reference Groups
Any group that positively or negatively
affects a person’s values, attitudes or
behaviour
Opinion Leader
A knowledgeable, accessible individual
who provides information about a specific
sphere of interest to opinion seekers
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Social influences (cont’d)
Social Class — an open group of individuals
with similar social rank
Individuals in the same social class tend to
– develop and assume common
behavioural patterns
– have similar attitudes, values, language
patterns and possessions
– influences many major life decisions
– influences shopping patterns
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Social influences (cont’d)
Culture — the accumulated values,
knowledge, beliefs, customs, objects and
concepts of a society
– Culture influences buying behaviour
– Cultural changes affect product
development, marketing mix
Subcultures — groups of individuals whose
characteristic values and behaviour patterns
are similar, but differ as a group from those of
the surrounding culture
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Chapter 6
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