CONSUMER BEHAVIOR CHAPTER 5. Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value  Evaluative.

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Presentation transcript:

CONSUMER BEHAVIOR CHAPTER 5

Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value  Evaluative criteria  Evoked set Purchase Decision: Buying Value Postpurchase Behavior: Value in Consumption or Use  Cognitive dissonance CONSUMER PURCHASE DECISION PROCESS

Involvement and Problem-Solving Variations Routine Problem Solving Limited Problem Solving Extended problem Solving Involvement and Marketing Strategy Situational Influences CONSUMER PURCHASE DECISION PROCESS

Influences on the consumer purchase decision process

Motivation and Personality Motivation Personality  National character  Self-concept Perception Selective Perception Subliminal perception Perceived Risk PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Learning Behavioral Learning Cognitive Learning Brand Loyalty Values, Beliefs, and Attitudes Attitude Formation  Attitude  Beliefs Attitude Change Lifestyle PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR

Personal Influence Opinion Leadership Word of Mouth Reference Groups Family Influence Consumer Socialization Family Life Cycle Family Decision Making SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR

Social Class Culture and Subculture African-American Buying Patterns Hispanic Buying Patterns Asian Buying Patterns SOCIOCULTURAL INFLUENCES ON CONSUMER BEHAVIOR