1. Chapter 4
Customer Behavior

2. 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.

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

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

5. Figure 4.9 The VALS™ Framework and eight segments (Courtesy of SRI Consulting Business Intelligence (SRIC-BI);

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

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

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

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

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