Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Gilbert A. Churchill, Jr. J. Paul Peter Chapter 6 Consumer Behavior Marketing

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 A Model of Consumer Buying Process Figure 6.1 Slide 6-1 Postpurchase Evaluation Need Recognition Information Search Alternative Evaluation Purchase Decision Consumer Buying Process Situational Influences Social Influences Marketing Influences

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Figure 6.2 Slide 6-2 Maslow’s Hierarchy of Needs Vacations, College Courses Charitable Organizations Auxiliary Needs: Friendship and Belonging Esteem Needs: Status, Respect, Self-esteem Prestige Brands Club Memberships Greeting Cards Locks, Insurance Flour, Green Beans, Water Supply Safety Needs: Physical and Financial Security Physiological Needs: Food, Water, Rest, Sex, Air Self-Actualization Needs: Self-Fulfillment NeedsProducts

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-3 Information Search Internal Information Sources Group MarketingPublic Experiential

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-4 Alternative Evaluation Attitudes Alternative Evaluation Subjective Criteria Objective Criteria “Four Wheel Drive” “Ability to Tow 10,000 lbs” “Compact Disc Player” “Seats Seven” “Sporty Image” “Popular” “Great Stereo” “Rugged Image”

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-5 Purchase Decision Alternative Evaluation Purchase Decision Purchase Later Not Purchase Purchase Now

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-6 Postpurchase Evaluation Figure 6.4 Dissatisfaction Low Value Need Recognition Information Search, etc. Satisfaction High Value Loyalty Long Term Relationship How Value Perceptions Can Influence Postpurchase Behavior

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-7 Characteristics of Three Types of Consumer Decision Making Table 6.1 Types of Decision Routine Consumer Involvement In Purchase Limited Extensive One of a few brands, sellers and product characteristics evaluated Characteristics of Consideration Set Information Sources Consulted Consumer Involvement In Purchase Several brands, sellers and product characteristics evaluated Many brands, sellers and product characteristics evaluated Low Moderate High Internal sources used Internal and some external sources Internal and many external sources As little as possible Some time invested Much time invested

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-8 Influences on Consumer Behavior: Social Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-9 Influences on Consumer Behavior: Marketing Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Slide 6-10 Influences on Consumer Behavior: Situational Influences Figure 6.5 Social Influences CultureSubcultureSocial ClassReference GroupsFamily Marketing Influences ProductPricePlacementPromotion Situational Influences Physical SurroundingsSocial SurroundingTimeTaskMomentary Conditions Consumer Buying Process