Chapter 7: Consumer Buying Behavior

If the evaluation of alternatives yields one or more brands that the consumer is willing to buy, he or she is ready to move on to the next stage of the decision process..

the purchase.

Order of needs from most basic to least basic accroding to Maslow

1. Physiological 2. Safety 3. Social 4. Esteem 5. Self-Actualization

3 main subcultures

AA Hispanic Asian American

____, an American psychologist, conceived a theory of motivation based on a hierarchy of needs

Abraham Maslow

T/F A person might not recognize a need until marketers point it out

TRUE

T/F Framing has a stronger influence on the decision processes of inexperienced buyers.

TRUE

T/F If the brand that ranked highest in evaluation is unavailable, the buyer may choose to purchase the brand that ranked second.

TRUE

T/F Motivation is a psychological influence

TRUE

T/F People perceive the same event or thing at the same time in different ways

TRUE

T/F The first step in consumer buying decision process is problem recognixtion

TRUE

What is speding up the consumer buying decision process?

Tehcnology

T/F All decision processes result in a purchase

FALSE

T/F Lyfestyle is a Social Influence

FALSE! It is psychological

T/F Roles is a Psychological influence

FALSE! Its Social Influence

T/F Perception is a situational influence

FALSE! Its psychological

T/F Consmer decision making is always rational

FALSE!! Ex. Impulse buying

T/F Purchasing is the first step in the cosnumer buying decision process

FALSE!! Problem recogniction

T/F Evaluation Criteria is always objective

FALSE!! there are also subjective categories

_____ consumers shop online because it is a fun and enjoyable way to find bargains; spend more time in each purchase; more impulsive

Hedonic

___-involvement products tend to be those that are visible to others (e.g., real estate, high-end electronics, or automobiles) and are more expensive

High

____: An unplanned buying behavior, involving no conscious planning, resulting from a powerful urge to buy something immediately

Impulse Buying

_____: sensations received through sight, taste, hearing, smell, and touch.

Informational Inputs

2 aspect of informational search

Internal External

____: buyers search their memories for information about products that might solve their problem.

Internal Search

____: changes in a person's thought processes and behavior caused by information and experience

Learning

_____: the degree of interest in a product and the importance the individual places on that product.

Level of Involvement

____: an individual's pattern of living expressed through activities, interests, and opinions.

Lifestyle

the ways people spend time, the extent of their interaction with others, and their general outlook on life and living.

Lifestyle

Requires slightly more time for information gathering and deliberation

Limited Decision Making

_____: A consumer decision-making process used when purchasing products occasionally or needing information about an unfamiliar brand in a familiar product category

Limited Decision Making

o Product cost low to moderate o Search effort Little to moderate o Time spent short to medium o Brand preference Several

Limited Decision Making

___-involvement products are much less expensive and have less associated social risk (e.g., grocery or drugstore items)

Low

____: The systematic design, collection, interpretation, and reporting of Information to help marketers solve specific marketing problems or take advantage of marketing opportunities

Marketing Research

____: Maslow proposed that people are constantly striving to move up the hierarchy, fulfilling one level of needs, then aspiring to fulfill the next.

Maslow's Hierarchy of Needs

3 types of reference groups

Memberhip Aspirational Dissociative

one to which an individual actually belongs

Membership

___: inner driving forces or reasons behind an individual's actions and behaviors.

Motivation

does purchase of a particular product elecit the same type of decision making process every time?

NOOO! o We may engage in extended decision making the first time we buy a product, but find that limited decision making suffices when we buy it again o If a routinely purchased brand is discontinued or no longer satisfies us, we may use limited or extended decision making to switch to a new brand.

_____: A member of an informal group who provides information about a specific topic to other group members

Opinion Leader

It divides consumers in the United States into 66 distinct groups based on numerous variables such as education, income, technology use, employment, and social groups

PRIZM

____: is the process of selecting, organizing, and interpreting information inputs to produce meaning.

Perception

6 Psychological Influences

Perception Motivation Learning Attitude Personality and self-concep Lifestyle

____: set of internal traits and distinct behavioral tendencies that result in consistent patterns of behavior in certain situations.

Personality

5 categories to situational influences

Phyisical sorroudning Social sorruounigs Time Reason Mood

Maslows ____ are requirements for survival like food, water, clothing and shelter

Physiological needs

Most basic need accoridng to Maslow

Physiological needs

____: occurs when a buyer becomes aware of a difference between a desired state and an actual condition

Problem Recognition

Desire for clean floor, but lack a vacuum is an example of ___

Problem recognition

5 steps to consumer buying decision process

Problem recognition Informatioanl search Evalutaion of alternatives Purchase Post-purchase

o Perception o Motivation o Learning o Attitude o Personality and self-concept o Lifestyles ___ influences

Psychological

____: Factors that in part determine people's general behavior, thus influencing their behavior as consumers

Psychological Influences

____: a group, either large or small, with which a person identifies so strongly that he or she adopts the values, attitudes, and behavior of group members

Reference Group

____ increases consumers informational retention and recall

Repetition

____: sets of actions and activities a person in a particular position is supposed to perform based on the expectations of both the individual and surrounding people.

Roles

7 social influences

Roles Family Reference groups Digital Opinion leader Social Class Culture and subculture

____ Response Behavior: when buying frequently purchased, low-cost items that require very little search-and-decision effort

Routinized

3 Types of consumer decision making

Routinized Response Limited Deiciion Making Extended Desision making

A consumer may have a brand preference, but will be satisfied with several brands in the product class

Routinized Response Behavior

o If the preferred brand is out of stock, they will select a competing product with little thought.

Routinized Response Behavior

o Product cost low o Search effort Little o Time spent short o Brand preference more than one is acceptable, although one might be preferred

Routinized Response Behavior

life insurance, air bags, carbon monoxide detectors, vitamins, toothpaste are ___ needs accoding to Maslow

Safety

Maslows ____ are security and freedom from physical and emotional pain and suffering

Safety Needs

It occurs when a person receives information inconsistent with personal feelings or beliefs and he or she selectively interprets the information, changing its meaning to align more closely with expectations.

Selective Distorition

____: is changing or twisting received information.

Selective Distortion

We would be completely overwhelmed if we paid equal attention to all sensory inputs, so we use ___ to select some and ignore others

Selective Exposure

____: The process by which some inputs are selected to reach awareness and others are not

Selective Exposure

____: a person remembers information inputs that support personal feelings and beliefs and forgets inputs that do not

Selective Retention

fitness center membership, education, self-improvement workshops are ___ needs accoridng to Maslow

Self-Actualization

LEast basic accoridg to Maslow

Self-Actualization Needs

Maslows ____ are refer to people need to grow and develop and to become all they are capable of becoming

Self-Actualization Needs

_____: one's perception or view of oneself

Self-Concept (Self-Image)

____ consumers shop online because it is a useful and fast way to purchase certain items

Utilitarian

one to which a person aspires to belong

Asspirational

____: an individual's enduring evaluation of feelings about, and behavioral tendencies toward, an object or idea

Attitude

____: A means of measuring consumer attitudes by gauging the intensity of individuals' reactions to adjectives, phrases, or sentences about an object

Attitude Scale

The _____ component of attitude manifests itself in the person's actions regarding the object or idea

Behavioral

____: the decision processes and actions of people involved in buying and using products.

Buying Behavior

____ gain this knowledge and set of skills by observing parents and older siblings in purchase situations

Children

____ occurs when a person fills in missing information in a way that conforms to a pattern or statement.

Closure

attitude consists of three major components:

Cognitive Affective Behavioral

____ is most likely to arise when a person recently bought an expensive, high-involvement product that is found to be lacking some of the desirable features of competing brands

Cognitive Dissonance

____: involves doubts in the buyer's mind about whether purchasing the product was the right decision

Cognitive Dissonance

___: A group of brands within a product category that a buyer views as alternatives for possible purchase

Consideration Set

____: A five-stage purchase decision process that includes problem recognition, information search, evaluation of alternatives, purchase, and post purchase evaluation

Consumer Buying decision process

____: behavior that violates generally accepted norms of a particular society

Consumer Misbehavior

o Shoplifting o Organized Retail Crime (where criminal groups engage in large-scale theft from retail and online stores) o Consumer fraud (purposeful actions to take advantage of and/or damage others during a transaction) Using fraudulently obtained credit cards, debit cards, checks, or bank accounts falls into this category, as does making false insurance claims Wearing a dress an returning it Selling stolen goods o Piracy o Abusive Consumers Rude costumers

Consumer Misbehavior

_____: process through which a person acquires the knowledge and skills to function as a consumer.

Consumer Socialization

____: The accumulation of values, knowledge, beliefs, customs, objects, and concepts that a society uses to cope with its environment and passes on to future generation

Culture

A group that a person does not wish to be associated with

Dissosiative

A person's interest in a product or product category that is ongoing and long term is referred to as ____

Enduring Involvement

Lexus car, Michael Kors handbag, flying first class are ___ needs accoridng to Maslow

Esteem

Maslows ____ are people require respect and recognition from other

Esteem Needs

A consumer uses ___ to rank their consideration set

Evaluation Criteria

____: Objective and subjective product characteristics that are important to a buyer

Evaluation Criteria

Computer, car, service of a doctor or lawyer are examples of ____ decision making

Extended Decision Making

____: consumer decision-making process employed when purchasing unfamiliar, expensive, or infrequently bought products

Extended Decision Making

o Product cost High o Search effort Extensive o Time spent Lengthy o Brand preference Vary, usually many

Extended Decision Making

o The most complex type of decision making

Extended Decision Making

____: An information search in which buyers seek information from sources other than their memories

External Search

In ___ involvemnt once the purchase is made, the consumer's interest and involvement wane quickly.

Situational

____ Involvement is temporary and dynamic, and results from a particular set of circumstances,

Situational

o Physical surrounding o Social surrounding o Time perspective o Reason for purchase o Buyers monetary mood and condition ____ influences

Situational

____: Influences that result from circumstances, time, and location that affect the consumer buying decision process

Situational Influences

Include location, store atmosphere, scents, sounds, lighting, weather, and other factors in the physical environment in which the decision process occurs.

Situational Influences: Physical Surrounding

The reason for purchase involves what, exactly, the product purchase should accomplish and for whom. o For their own use, for household use, or as a gift.

Situational Influences: Reason for Purchase

Include characteristics and interactions of others who are present during a purchase decision, such as friends, relatives, salespeople, and other customers.

Situational Influences: Social Surrounding

It takes varying amounts of time to progress through the steps of the buying decision process, including learning about, searching for, purchasing, and using a product.

Situational Influences: Time Perspective

What can affect consumer buying decision process?

Situational, psychological and social influences

beauty product, jewelry and even cars are ___ needs accoridng to MAslow

Social

o Roles o Family o Reference groups o Digital o Opinion leaders o Social Classes o Culture and subculture ___ influences

Social

____: The forces other people exert on one's buying behavior

Social Influences

Maslows ____ are the human requirement for love and affection and a sense of belonging

Social Needs

____: a group of individuals whose characteristics, values, and behavioral patterns are similar within the group and different from those of people in the surrounding culture

Subculture

The ____ component of attitude comprises the individual's feelings and emotions toward the object or idea

affective

The ____ component of attitude is the person's knowledge and information about the object or idea

cognitive

Many consumers, for instance, have an ____ involvement with Apple products, a brand that inspires loyalty and trust.

enduring

When an individual uses _____, a portion of the information inputs that reach awareness stands out as the figure and others become the background.

figure-ground

Marketers may influence consumers' evaluations by ___ the alternatives

framing

Retailers set up gum, beef jerky, peanuts, and magazines close to the cash registers to encourage ____

impulse buying.

A successful ___within a product category yields a group of brands that a buyer views as possible alternatives.

information search

If consumer moves forward after problem recognition, they enter the...

information search

The buyer's ____ (e.g., anger, anxiety, or contentment) or ____ (e.g., fatigue, illness, or having cash on hand) may also affect the consumer buying decision process.

mood or condition

What is framing?

o Framing is describing the alternatives and their attributes in a certain manner. o Framing can make a characteristic seem more important to a consumer and facilitate its recall from memory

In the ____ stage, the consumer chooses to buy the product or brand yielded by the evaluation of alternatives.

purchase

Marketers engage in _____ potential buyers' early experience through free samples, sometimes coupled with coupons, to encourage product trial and reduce purchase risk

shaping