Module 5: Final Consumers and Their Buying Behavior Flashcards
Consumer decision process
Person does or does not purchase (response)
A Model of Influences on Consumer
Behavior:
Economic Needs
Psychological Variables
Social Influences
Culture
Purchase Situation
Economic Needs:
- Economy of purchase
- Convenience
- Efficiency
- Dependability
Psychological Variables:
- Motivation
- Perception
- Learning
- Attitude
- Trust
- Lifestyle
Social Influence:
- Family
- Social Class
- Reference Groups
Culture and Ethnicity
- Ethnicity
- Culture
- International
Purchase Situation:
- Purchase Reason
- Time
- Surroundings
Economic Needs:
- Economy of Purchase or Use
- Efficiency in Operations or Use
- Dependability in Use
- Improvement of Earnings
- Convenience
Psychological Influences within an
Individual:
Needs
Wants
Drives
The PSSP Hierarchy of Needs:
Physiological Needs
Safety Needs
Social Needs
Personal Needs
The Learning Process:
Drive - Cues - Response
Psychographics Focus on Activities,
Interests, and Opinions:
- Activities
- Interests
- Opinions
Lifestyle Dimensions:
- Activities
- Interests
- Opinions
- Demographics
Examples of Activities:
Work
Hobbies
Social events
Examples of Interests:
Community
Recreation
Fashion
Examples of Opinions:
Themselves
Social issues
Politics
Examples of Demographics:
Income
Age
Family life cycle
Social Influences Affect Consumer
Behavior:
Family Life Cycle
Acceptance of New Ideas by
Youngsters
Growing Singles Market
Reallocation for Teens
Reallocation for Teens
Real Decision Maker
Other Social Influences:
- Reference Groups
- Opinion Leaders
After Purchase Experience:
Second Thought
Spread the Word
Post-Purchase Regret
Predictive Analytics:
Needs Awareness
Post-Purchase
Information Search
Alternatives Identification
Adoption Process Steps:
Awareness - Interest - Evaluation - Trial - Decision - Confirmation
