1. MKTG 303: Advertising and Promotion Buyer Behaviors October 13, 2009 Zeynep Gürhan-Canlı

2. The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation

3. Variations in Consumer Decision Making
Types of Decision Processes:
Extended Problem Solving
Limited Problem Solving
Routine Response Behavior

4. Maslow’s Hierarchy of Needs
Self-actualization needs
(self-development, realization)
Esteem needs
(self-esteem, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)

5. Sources of Problem Recognition
Out of stock
Dissatisfaction
New needs or wants
Related product purchase
Market-induced recognition
New products

6. Information Search Internal Search– information stored in memory
External Search – actively seeking
information from various sources
Personal sources
Friends, relatives, co-workers
Market-controlled sources
Ads, salespeople, in-store displays
Public sources
Print articles, news reports
Personal experience
Handling, examining, testing, using

7. External Search Ability to search Motivation Perceived cost
Level of involvement
Need for cognition
Shopping enthusiasm
Perceived cost
Perceived benefit

8. Perception
The process by which an individual receives, selects, organizes and interprets information
Stages in the perception process:
Sensation
Attending to information
Interpreting information
Responding to information

9. The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention

10. Consumer Attitude
Affective
Cognitive
Conative

11. Attitude Sequence Cognitive  Affective  Conative
Affective  Conative  Cognitive
Conative  Cognitive  Affective

12. Consumer Values Attitudes shaped by personal values.
Values are strongly held beliefs.
Personal values
Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Accomplishment
Security
Self-respect

13. Cognitive Mapping Simulations of knowledge structures.
Linkages and levels
Marketing messages and linkages
Strengthen current linkage
Modify current linkage
Create a new linkage

14. Evaluation of Alternatives
Evoked set method
Evoked set
Inept set (not considered due to a negative experience, feeling, or information)
Inert set (aware but not considered due to lack of knowledge)
Multiattribute method
Brand’s performance on a variety of attributes
The importance of each attribute
Affect referral
No need for effort
Multiattribute model has previously been used
Emotional bond

15. Trends Consumer Buying Environment
Age complexity
Gender complexity
Individualism
Active, busy lifestyles
Time pressure
Cocooning
Pleasure binges
Emphasis on health

16. Business-to-Business Buyer Behavior
Users
Buyers
Influencers
Deciders
Gatekeepers

17. Individual Factors Business-to-Business Buying Center
Personality features
Roles and perceived roles
Motivational levels
Levels of power
Attitude towards risk
Levels of cognitive involvement
Personal objectives

18. Business-to-Business Buying Process
Identification of needs
Establishment of specifications
Identification of vendors
Vendor evaluation
Vendor selection
Negotiation of terms
Postpurchase evaluation