M1S2: Perspectives On Consumer Behavior 1 Flashcards
Process and activities people engage in with relation
to products and services to satisfy their needs and
desires
Consumer Behavior
The psychological state of a consumer’s
desire to purchase or not.
● Searching For
● Selecting.
● Purchasing.
● Using.
● Evaluating.
● Disposing of.
Consumer Behavior
May be influenced by the personality or lifestyle of the
consumer.
Purchase decisions
Basic Model of Consumer Decision Making
5 Stages in the Consumer Decision-Making
Process
Relevant Internal Psychological Processes
Consumer’s perception of a need and motivation to solve the problem
Problem Recognition
Caused by the difference between consumer’s ideal state and actual state.
Problem Recognition
Sources of:
● Out of stock
● New needs or wants
● Related products or purchases
● Marketer-induced problem recognition
● New products
Problem Recognition
Understand the reasons underlying consumer
purchases.
Examining Consumer Motivations
factors that compel to take an
action.
Motives:
Lower-level physiological and safety needs must be satisfied before higher-order needs become
meaningful.
maslow’s hierarchy of needs
Physiological Needs
Safety Needs
Social Needs
Esteem Needs
Self-actualization Needs
maslow’s hierarchy of needs
maslow’s hierarchy of needs
Physiological Needs
Safety Needs
Social Needs
Esteem Needs
Self-actualization Needs
- Influenced modern psychology and explanations of motivation and personality
- Studies consumer behavior
- Deep motives can only be determined by probling and subconscious
Psychoanalytic theory
- Use psychoanalytic techniques to determine
consumers’ purchase motivations
Motivation Research
● Very vague.
● Unresponsive to external environment.
● Too reliant on early development of the
individual.
● Uses small sample for drawing conclusions.
Psychoanalytic Theory
