Chapter 3 MKT 422
Chapter 3 MKT 422
CONSUMER BEHAVIOR
Figure 3.1 - An Overview of the Buying Process
Culture and Subculture
Culture is one of the most basic influences on an individual’s needs,
wants, and behavior
Cultural values are transmitted through three basic organizations:
◦ Family
◦ Religious organizations
◦ Educational institutions
Social Influences on Consumer Decision Making
Marketing managers should:
◦ Adapt the marketing mix to cultural values
◦ Constantly monitor value changes and differences in both domestic and global
markets
◦ Working class: People who are family folk who depend heavily on relatives for
economic and emotional support
◦ Lower Americans: As diverse in values and consumption goals as are other
social levels
Reference Groups and Families
Reference groups: Groups that an individual looks to when forming
attitudes and opinions
◦ Primary reference groups - family and close friends
◦ Secondary reference groups - fraternal organizations and professional
associations
◦ Price Influences:
Value-conscious consumers buy products more on the basis of
price than other attributes
◦ Promotion Influences:
Advertising, sales promotions, salespeople, and publicity
◦ Place Influences:
•Products - Convenient to buy
•Products - Sold at exclusive outlets
•Products - Offered by non store methods
Situational Influences
Influences -
◦ How much information is sought when deciding to make a purchase
◦ How quickly a consumer goes through the decision-making process
Psychological Influences - Product Involvement
A consumer’s perception of the importance or personal relevance of an
item
Influences consumer decision making in two ways:
◦ If purchase is for a high-involvement product, consumers are likely to develop a
high degree of product knowledge
◦ A high degree of product involvement encourages extensive decision making by
consumers
Figure 3.2 - The Consumer Decision-Making
Process
Types of Decision Making
Extensive decision making: Requires the most time and effort since the
purchase typically involves a highly complex or expensive product that is
important to the consumer
Limited decision making: Requires a moderate amount of time and effort
to search for and compare alternatives
Routine decision making: Involves little in the way of thinking and
deliberation
Need Recognition
•The recognition by the consumer of a felt need or want
•Either internal or external stimuli may activate needs or wants