Chapter 2 Slide 1
Consumer Behavior
Chapter 2
Chapter 2 Slide 2
Chapter Objectives
Define and discuss the following:
• The Purchase Decision Process
• Problem Recognition
• Consumer Information Processing
• Evaluation of Alternatives
• Purchase
Chapter 2 Slide 3
• Post-purchase Evaluation
• Factors Affecting Consumer Buying Behavior
• The Consumer and Psychological Influences
• Social Influences
• The Purchase Situation
Chapter 2 Slide 4
The Purchase Decision Process
Problem Recognition
Consumer Information
Processing
Evaluation of
Alternatives
Purchase
Post-purchase
Evaluation
Chapter 2 Slide 5
The Purchase Decision Process
• Problem Recognition
– It occurs when the buyer recognizes a problem or need
triggered by internal stimuli and external stimuli.
Chapter 2 Slide 6
The Purchase Decision Process
• Consumer Information Processing
– Internal search occurs when the consumer scans his memory
for experiences with products he thinks will satisfy his need.
– External search occurs when the attempt to generate
information is outside of the consumer’s personal experiences.
Chapter 2 Slide 7
The Purchase Decision Process
• Evaluation of Alternatives
– It is how the consumer processes information to
arrive at a decision or choice.
– Alternatives indicated will be evaluated with the use
of a set of criteria like price, functions, quality, and
the like.
Chapter 2 Slide 8
The Purchase Decision Process
• Purchase
– The act by the consumer to buy the product of his choice.
– The purchase decision can be affected by attitudes of others
and unexpected situational factors.
Chapter 2 Slide 9
The Purchase Decision Process
• Post-purchase Evaluation
– Marketers must determine the consumer’s eha ior after a
purchase is made.
– Consumer’s satisfa tio le el is a result of o pari g
expectations about the product against performance as
perceived by the consumer.
– The larger the gap between expectation and performance, the
greater the consumer’s dissatisfa tio .
Chapter 2 Slide 10
The Purchase Decision Process
Chapter 2 Slide 11
Factors Affecting Consumer Buying
Behavior
Psychological Social
Variables Influences
Purchase
Situation
Chapter 2 Slide 12
The Consumer and Psychological
Influences
Motivation Perception Learning
Attitudes Lifestyle
Chapter 2 Slide 13
Motivation
• The motivation to buy is Unsatisfied Need
the result of drive
stimulus which is the
Drive
result of an unsatisfied
need.
Motivation to Buy
Decision to Buy
The Process of Motivation
Chapter 2 Slide 14
Perception
• Products, advertisements, packaging, and others are
perceived differently by different people.
• People are affected by the following selective process
of perception:
– selective exposure;
– selective attention;
– selective comprehension; and
– selective retention.
Chapter 2 Slide 15
Stage What the
Consumer Does
Stages in the
Selective Process
of Information
Chapter 2 Slide 16
Learning
• It is a change in behavior occurring as a result of past
experience.
• When a series of repeat purchases satisfied a
consumer, the probability of buying the same product
again is increased.
Chapter 2 Slide 17
Attitude
• It is a perso ’s feeling about something.
• Attitudes do not form easily. It takes many years to
develop them through a learning process which are
affected by: family influences; peer group influences;
information; experience; and personality.
Chapter 2 Slide 18
Lifestyle
• It is the individual’s ode of li i g.
• It may be identified by his activities, interests, and
opinions.
• Lifestyle reflects on how people see themselves and how
they believe others see them.
Chapter 2 Slide 19
Social Influences
Personal Reference
Family
Influence Groups
Social
Culture
Class
Chapter 2 Slide 20
Personal Influence
• The views, opinions, and behavior of other persons
oftentimes influence the purchasing decision of the
consumer.
• Personal influences that are important to marketers comes
from the opinion leaders and word-of-mouth.
Chapter 2 Slide 21
Reference Groups
• These are groups of people that are looked upon by a
concerned member when forming an attitude about a
particular topic.
Chapter 2 Slide 22
Family
• Consumer buying behavior is influenced by three
sources related to the family as a concern:
– consumer socialization;
– family life cycle; and
– family decision-making.
Chapter 2 Slide 23
Social class
• It refers to a group of people who have approximately
equal position as viewed by others in the society.
• Social classes may be roughly subdivided into upper,
middle, and lower classes.
Chapter 2 Slide 24
Culture
• A set of values, beliefs, attitudes, and behavior
patterns shared by the members of a society and
transmitted to the next generation through
socialization.
Chapter 2 Slide 25
Purchase Situation
Purchase Social Physical
Task Surroundings Surroundings
Temporal Antecedent
Effects States
Chapter 2 Slide 26
Purchase Situation
• The purchase task is derived from the reason why the
consumer is making a purchase and this affects buying
behavior.
• The social surroundings refers to the situation of
people present in the purchase area.
Chapter 2 Slide 27
Purchase Situation
• The physical surroundings may also affect the
purchase decision of the consumer.
• The time of the day the purchase is made and the time
available for shopping are temporal effects that may
affect purchasing behavior.
Chapter 2 Slide 28
Purchase Situation
• Antecedent states like the consumer’s ood or the
amount of money he has in his pocket can affect his
buying behavior.
Chapter 2 Slide 29
Chapter 2 Slide 30
Chapter Exercise
1. Why is knowledge of consumer behavior important to
the marketer?
2. What stages does the buying decision process of the
consumer consist of?
3. What happens when the consumer performs an
internal search for information?
4. Ho is the o su er’s satisfaction level derived?
5. What is meant by selective exposure ?
6. How are attitudes formed?
Chapter 2 Slide 31
Chapter Exercise
7. Why are opinion leaders expected to influence
consumers?
8. What are the ways by which consumers learn to buy?
9. Why is social class an important factor in consumer
buying behavior?
10. What are reference groups ?
Chapter 2 Slide 32
Answer Key
1. Why is knowledge of consumer behavior important to
the marketer?
The marketer should know how consumers behave
so that he can provide what the consumer needs and
wants at the time the consumer needs/wants the
product or service.
Chapter 2 Slide 33
Answer Key
2. What stages does the buying decision process of the
consumer consist of?
The o su er’s uyi g pro ess o sist of se eral
stages, which include problem recognition, information
processing, evaluation of alternatives, purchase, and
post-purchase evaluation.
3. What happens when the consumer performs an
internal search for information?
The consumer scans his memory for experiences
with products he thinks will satisfy his need.
Chapter 2 Slide 34
Answer Key
4. Ho is the o su er’s satisfaction level derived?
The o su er’s satisfaction level is derived when
the product performance expected is the same as the
product performance perceived.
5. How are attitudes formed?
Attitudes are not easily formed. It takes many years
to develop them through a learning process.
Chapter 2 Slide 35
Answer Key
6. What is meant by selective exposure ?
Selective exposure is when the consumer pays
attention to information that conforms with his attitudes
and beliefs.
7. Why are opinion leaders expected to influence
consumers?
The views, opinions, and behavior of opinion leaders
influence the purchasing decision of the consumer
because these opinion leaders are respected, looked up
to, and are considered experts by the consumers.
Chapter 2 Slide 36
Answer Key
8. What are the ways by which consumers learn to buy?
Consumers first identify their needs or wants.
After which, they process information and then
choose among alternatives available. Consumers
learn to buy through their experiences of the product
or other similar products.
Chapter 2 Slide 37
Answer Key
9. Why is social class an important factor in consumer
buying behavior?
“o iety’s relatively permanent and ordered
divisions whose members share similar values,
interests, and behaviors are called social class. Social
class is an important factor in a consumer buying
behavior because a consumer identifies himself with
his social class.
Chapter 2 Slide 38
Answer Key
10. What are refere e groups ?
These are groups of people that are looked upon by
a concerned member when forming an attitude about
a particular topic.
