Consumer Behavior

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Consumer Behavior
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Factors influencing Consumer Behavior

• Psychological variables
• Problem-solving processes
• Social influences

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Psychological Variables

• Motivation
• Needs
• Wants
• Drives

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Psychological Variables

• Learning
• Behavioral learning
• drive
• cue
• response
• reinforcement

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Psychological Variables

• Learning (contd)
• Cognitive learning
• problem identification
• information search
• evaluation of alternatives
• purchase
• postpurchase evaluation

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Psychological Variables

• Perception
• Selective exposure
• Selective distortion
• Selective retention
• Perceived risk
• Just noticeable difference

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Psychological Variables

• Evaluating alternatives
• Evaluative criteria
• Evoked set

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Psychological Variables

• Beliefs vs attitudes
• Beliefs
• What a person thinks about something
• Relatively easy to change

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Psychological Variables

• Beliefs vs. attitudes (contd)
• Attitudes
• enduring points of view
• slow to change
• formed by
• a consumers beliefs about product attributes
• the importance the consumer attaches to those
  attributes

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Psychological Variables

• Beliefs vs. attitudes (contd)
• Brand loyalty
• favorable attitude toward and consistent purchase
  of a brand over time

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Psychological Variables

• Lifestyles
• activities
• interests
• opinions

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Problem-Solving Processes

• Involvement
• High
• Low

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Problem-Solving Processes
Complex Buying Behavior
Variety-seeking buying behavior
Significant differences between brands
Dissonance-reducing Buying Behavior
Habitual Buying Behavior
Few differences between brands
High Involvement
Low Involvement
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Problem Solving Processes

• Complex Buying Behavior
• Beliefs
• Attitudes
• Purchase Decision

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Problem Solving Processes (contd)

• Dissonance-Reducing Behavior
• Purchase
• Dissonance
• New Beliefs
• Attitude

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Problem-Solving Processes (contd)

• Habitual Buying Behavior
• beliefs
• passive learning
• purchase behavior
• evaluation (sometimes)

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Problem-Solving Processes

• Variety-seeking buying behavior

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Problem-Solving Processes

• Relationship between involvement, learning, and
  buying behavior
• High involvement
• cognitive learning
• complex buying behavior
• dissonance-reducing buying behavior

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Problem-Solving Processes

• Relationship between involvement, learning, and
  buying behavior (contd)
• Low involvement
• behavioral learning
• habitual buying behavior
• variety-seeking buying behavior

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Problem-Solving Processes

• Strategic Implications
• To sell products under conditions of complex
  buying behavior and dissonance-reducing buying
  behavior
• present fact-based information
• use rational arguments

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Problem-Solving Processes

• Strategic Implications (contd)
• To sell products under conditions of habitual
  buying behavior, increase involvement by
• high repetition of messages
• focus on an involving issue (bad breath,
  dandruff)
• use strong emotions in messages

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Problem-Solving Processes

• Strategic Implications (contd)
• To sell products under conditions of
  variety-seeking buying behavior
• offer multiple brands
• use sales promotions to encourage switching

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Social Influences

• Word-of-mouth communication
• Family influences
• Social class
• Reference groups
• Opinion leadership
• Culture