Chapter 4 Customer Behavior

Interpersonal Factors Needs, wants, and motivation Perception Learning Personality Lifestyle Self-concept Interpersonal Factors Cultures and sub-cultures Reference groups Social classes Opinion leaders The family Figure 4.1 Personal and interpersonal factors influencing customer behavior.

Six Personal Factors Influencing Customer Behavior Needs, wants, and motivation Perception Learning Personality Lifestyle Self-concept

Figure 4.2 The relationship of needs, wants, motivation, and objectives. (Adapted from Mill, Robert Christie, and Alastair M. Morrison. 2006. The Tourism System, 5th ed. Dubuque, Iowa: Kendall/Hunt Publishing. Used with permission.)

Figure 4.9 The VALS™ Framework and eight segments (Courtesy of SRI Consulting Business Intelligence (SRIC-BI); http://www.sric-bi.com/VALS).

Four Factors Influencing Customers’ Perceptions Perceptual screens or filters Perceptual biases Selective retention Closure

Stimulus Factors Help Services or Message to Stand Out Size Color Intensity Movement Position Contrast Isolation Texture Shape Surroundings

Five Interpersonal Factors Influencing Customer Behavior Cultures and subcultures Reference groups Social classes Opinion leaders The family

Customers’ Buying Processes Need recognition Search for information Pre-purchase evaluation of alternatives Purchase Consumption Post-consumption evaluation Divestment

Classification of Buying Decision Processes 1. Routine buying decisions 2. Limited decision making 3. Extensive problem solving