For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Chapter 6: Behavioral Dimensions of the Consumer Market

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill A Model of Buyer Behavior 6-3 Purchase Reason Time Surroundings Purchase Situation Motivation Perception Learning Attitude Personality/Lifestyle Psychological Variables Family Social Class Reference Groups Culture Social Influence Problem-Solving Process Person Does or Does Not Purchase (Response) Marketing MixesAll Other Stimuli Person Making Decision Exhibit 6-1

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Psychological Variables - Motivation Motivation needs - basic motivating forces wants - learned needs drive - strong stimulus that encourages action to reduce a need PSSP hierarchy of needs (next slide)

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-4 The PSSP Hierarchy of Needs Physiological Needs Safety Needs Social Needs Personal Needs

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Psychological Variables - Perception Perception - how we gather an interpret the information around us. selective exposure - notice only information that interests us. selective perception - we screen out or modify ideas, messages, and information that conflict with previously learned attitudes and beliefs. selective retention - we remember only what we want to remember.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Psychological Variables - Learning Learning - a change in a person’s thought processes caused by prior experience. Almost all consumer behavior is learned. The learning process (next slide).

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-5 Drive Cues Response Reinforcement The Learning Process

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Psychological Variables - Attitude Attitude - a person’s point of view toward something. Marketers attempt to create and influence attitudes. Changing present attitudes, especially negative ones, is probably the most difficult job marketers face. Attitude affects intention to buy.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Psychological Variables - Personality/lifestyle Psychographics or lifestyle analysis - analysis of a person’s day-to-day pattern of living as expressed in that person’s Activities, Interests and Opinions (AIOs). Activities - identify what people do (e.g., work, sports, shopping, etc.). Interests - stronger interests tend to create stronger drives (e.g., family, community, fashion, etc.). Opinions - how people feel about things affects their relative motivation (e.g., politics, social issues, culture, etc.).

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Social Influences Family Must distinguish between purchaser and decision maker or influencer. Social class - a group of people who have approximately equal social position as viewed by others in the society (next slide). Affects attitudes, values and buying behavior. Reference group - people to whom an individual looks when forming attitudes about a particular topic. Opinion leader - one who influences others. Culture - whole set of beliefs, attitudes, and ways of doing things of a reasonably homogeneous set of people.

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Exhibit Social Class Dimensions 1.5% 32% 12.5% 38% 16% Lower-middle class Upper-middle class Upper-class Lower-lower class Upper-lower (“working”) class

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Purchase Situation Influences Surroundings Time Purchase Reason 6-8

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Purchase Situation Social Influences Psychological Variables Need-want Awareness Information Search Set Criteria Decide on Solution Purchase Product Routinized Response Postpone Decision Postpurchase Evaluation Response Feedback of information as attitudes Person making decision Marketing mixes All other stimuli Exhibit The Consumer Problem Solving Process

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill Exhibit Levels of Problem Solving Extensive Problem Solving Limited Problem Solving Routinized Response Behavior Involvement Continuum Low InvolvementHigh Involvement Low involvement Frequently purchased Inexpensive Little risk Little information needed High involvement Infrequently purchased Expensive High risk Much information desired

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill The Adoption Process Awareness Interest Evaluation Trial Decision Confirmation 6-11

For use only with Perreault and McCarthy texts. © The McGraw-Hill Companies, Inc., 1999 Irwin/McGraw-Hill 6-12 Relating the Processes Problem-solving steps 1. Becoming aware of or interested in the problem 2. Gathering information about possible solutions 3. Evaluating alternative solutions 4. Deciding on the appropriate solution 5. Evaluating the decision Adoption process steps Awareness and interest Interest and evaluation Evaluation, maybe trial Decision Confirmation Learning steps Drive Cues Response Reinforcement