Consumer Markets and Consumer Buying Behavior

1
Chapter 5

• Consumer Markets and Consumer Buying Behavior

2
Consumer Buying Behavior

• Consumer Buying Behavior refers to the buying
  behavior of final consumers -individuals
  households who buy goods and services for
  personal consumption.
• All these consumers make up the consumer market.
• The central question for marketers is
• How do consumers respond to various marketing
  efforts the company might use?

3
Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
4
Buyer Decision ProcessStep 1. Need Recognition
Desired State
Actual State
Buyer Recognizes a Problem or a
Need.
Needs Arising From Internal Stimuli
Hunger External Stimuli - Friends
State Where the Buyers Needs are Fulfilled and
the Buyer is Satisfied.
5
The Buyer Decision ProcessStep 2. Information
Search

6
The Buyer Decision ProcessStep 3. Evaluation of
Alternatives
7
Successive Sets in Customer Decision Making
Total Set
Consideration Set
Choice Set
Awareness Set
Decision
8
The Buyer Decision ProcessStep 4. Purchase
Decision
9
The Buyer Decision ProcessStep 5. Postpurchase
Behavior
10
Types of Buying Decision Behavior
11
Internal Influences on Consumer Decisions
Motivation
Internal Influences Affecting Buyers Choices
Beliefs and Attitudes
Perception
Learning
12
Social Influences on Consumer Decisions