Basic Marketing, 13th edition

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Chapter 6 Final Consumers and Their Buying
Behavior
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Possible Needs Motivating a Person to Some Action
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(No Transcript)
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• Several Needs at the Same Time PSSP
• Hierarchy of Needs (Exhibit 6-4)
• Summary Overview
• Many different levels of needs can appeal to or
  motivate a person. The PSSP pyramid
• shown here helps apply motivation theory to the
  particular needs of consumers and
• marketing managers trying to develop marketing
  mixes to meet those needs.
• Key Issues
• ?? Physiological needs the most basic needs
  people experience.
• Examples biological needs for food, liquid, and
  rest.
• ?? Safety needs concerned with protection and
  physical well-being.
• Examples health, medicine, exercise, security.
• ?? Social needs derived from a persons
  interactions with others.
• Examples love, friendship, status.
• ?? Personal needs concerned with an individuals
  need for personal satisfaction,
• unrelated to what others do.
• Examples self-esteem, fun, and freedom.
• Discussion Question Can you provide an example
  of products or services whose
• marketing mixes attempt to fulfill the four types
  of needs? NOTE Some products may
• try to satisfy only one type of need, while
  others may attempt to satisfy more than one

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Lifestyle Dimensions (and some related
demographic dimensions)
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Characteristics and Attitudes of Middle and Lower
Classes

• Middle classes
• Plan and save for the future
• Analyze alternatives
• Understand how the world works
• Feel they have opportunities
• Willing to take risks
• Confident about decision making
• Want long-run quality or value

• Lower classes
• Live for the present
• "Feel" what is "best"
• Have simplistic ideas about how things work
• Feel controlled by the world
• "Play it safe"
• Want help with decision making
• Want short-run satisfaction

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Purchase Situation Influences
6-8
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Consumer Decision Process

• 1 Problem Recognition
• 2 Information Search
• 3 Evaluation of Alternatives
• 4 Purchase Decision Purchase
• 5 Post-Purchase Evaluation

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• Problem Recognition consumer becomes aware of a
  discrepancy between their existing and their
  desired state of affairs.
• Information Search gathering information in
  order to determine the alternative means to solve
  the problem.
• Information Search can be internal only or also
  external
• Evoked Set Brands that immediately come to mind
  to solve a problem

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• Evaluation of Alternatives person looks at the
  merits of the choices available
• Purchase Decision Purchase Deciding to buy,
  where to buy, and how to buy.
• Post-Purchase Evaluation individual consumes
  the product and decides how well product solved
  the problem.
• Dissonance tension caused by uncertainty about
  the rightness of a decision (pg 169).

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3 Consumer Problem Solving Processes

• Routinized Response Behavior
• Limited Problem Solving
• Extensive Problem Solving

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Routinized Response Behavior

• Definition - when consumers regularly select a
  particular way of satisfying a need when it
  occurs (pg 169)
• Internal Search for Information
• Individual currently satisfied with the brand
• Little (no) information search

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Limited Problem Solving

• Defined - when some effort is required in
  deciding the best way to satisfy a need (pg 169)
• Some ?s about the product or
• Get information about an unfamiliar brand in a
  familiar product category
• Decision criteria set, but new information needed
  to pick a brand

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Extensive Problem Solving

• Defined - consumers put much effort into deciding
  how to satisfy a need (pg 169)
• Purchaser unfamiliar with product category or
  high purchase risk
• Must set decision criteria
• Extensive information search (internal and
  external)
• High time cost to use EPS

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Levels of Problem Solving
Exhibit 6-9
6-10