1. Consumer Buying Behavior
Chapter 4

2. Six Stages of the Buying Process
Need recognition
Information search
Evaluation
Choice
Visit
Loyalty

3. 1- Need recognition
Types of needs - utilitarian needs / hedonistic needs
Consumers may have conflicting needs
Various things may trigger or stimulate need recognition

4. 2-Information Search
the amount of information search depends upon the amount to be gained by searching vs the cost of searching
Information sources may be internal or external
retailers seek to limit the information search (ex - price matching)

5. 3-Evaluation of Alternatives
Multiattribute attitude model - customers view a retailer, product or service as a collection of attributes or characteristics.
Importance weights - the importance of a retailer’s/product’s benefits differs for each customer and may also differ for each shopping trip.
Consideration Set - the set of alternatives the customer evaluates when making a selection.

6. 4- Select Merchandise
Using your information and evaluation, make a selection of the merchandise and/or retailer

7. 5 - Visit/Purchase
Visit the chosen establishment/website and make the purchase

8. 6 - Loyalty / Postpurchase Evaluation
After making a purchase, the customer uses the product and then evaluates the experience to determine whether it (the product and/or experience) was satisfactory or unsatisfactory.
This postpurchase evaluation will determine loyalty, future store and product decisions, and referrals.

9. Types of Buying Decisions
Extended Problem Solving - a purchase decision process in which customers devote considerable time and effort to analyze their alternatives.
Limited problem solving - a purchase decision involving a moderate amount of time and effort.
Impulse Buying - a buying decision is made on the spot after seeing the merchandise.

10. Habitual decision Making
A purchase decision involving little or no conscious effort.
Brand Loyalty - customers like and consistently buy a specific brand in a product category.
Store Loyalty - customers like a habitually visit the same store to purchase a type of merchandise