Perspectives on Consumer Behavior

1
Chapter 4

• Perspectives on Consumer Behavior

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The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
3
Consumer Decision Process
Decision Process Stages
Psychological Processes
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
4
Sources of Problem Recognition

• Out of stock
• Dissatisfaction
• New needs or wants
• Related product purchase
• Market-induced recognition
• New products

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Maslows Hierarchy of Needs
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Probing the Minds of ConsumersPsychoanalytic
Theory Motivation Research

• In-Depth Interviews
• Projective Techniques
• Association Tests
• Focus Groups

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Information Search

• Personal sources
• Market-controlled sources
• Public sources
• Personal experience

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The Selective Perception Process
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Evaluation of Alternatives
Brand B
Brand E
Brand I
Brand F
Brand M
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Evaluative Criteria

• Dimensions or attributes of a product or service
  used to compare alternatives
• Objective criteria - price, warrantee, etc.
• Subjective criteria - style, appearance, image

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Evaluative Criteria

• Marketers view
• Product is a bundle of attributes
• Consumers view
• Product is a set of consequences
• Functional consequences are concrete, tangible
  outcomes
• Psychological consequences are abstract and
  subjective

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Consumer Attitudes

• Learned predispositions to respond toward an
  objectan individuals overall feelings toward or
  evaluation of an object.

• Consumers may hold attitudes toward
• Individuals
• Brands
• Companies
• Organizations
• Product categories
• Retailers
• Advertisements
• Media

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Multi-attribute Attitude Model
Gives a measure of _________ toward a brand
Higher the number ? more ________ for the product

• Mathematical formula that gives a measure of
  ________________________
• ________________ weighs in on this measure

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Decision Rules

• Structured analysis
• Heuristics
• Affect

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The Decision After

• Make the decision vs. the actual purchase
• Post-purchase evaluation
• Satisfaction/Dissatisfaction
• Cognitive dissonance

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External Influences on Consumers