Consumer Buying Behavior and Decision MakingWord格式文档下载.docx
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Marketersusetheirunderstandingofcurrentconsumerconsumptionpatternsandemerging
trendstoidentifytargetmarketsegmentsandidentifyopportunitiesforgainingcompetitive
advantage.
Consumerdecision-makingprocess
Theconsumerdecision-makingprocesshasthefollowingfourmainphases:
a.Recognitionofneedorproblem:
Theawarenessofawantordeprivationcreatedbyan
internaldesire,theabsenceorfailureofaproduct,orsomeexternalinfluencesuchas
advertising.
b.Searchforinformation:
Theseeking(internaland/orexternal)ofinformationrelatedto
resolvingneedorproblem.
c.Evaluationofalternatives:
Theappraisalofproductsorservicesidentifiedascapableof
(atleasttosomedegree)resolvingtheneedorsolvingtheproblem.
d.Purchase:
Theactofacquiringtheproductorserviceselectedintheevaluationof
alternativesphase.
Consumersengaginginroutinizedresponsebehaviortypicallymovefromrecognitionof
needorproblemtopurchasewithverylittleneedforinformationsearchorevaluationof
alternatives.Incontrast,consumersengaginginlimitedproblemsolvingspendmoretimein
thesearchforinformationandevaluationofalternativesphases.Typically,thecriteriafor
evaluatingbrandsinacategoryareknownunderlimitedproblemsolving.
Low-involvementconsumerbehavior
Low-involvementconsumerbehaviorreferstoconsumptionbehaviorcharacterizedby
relativelylittlepersonalinterest,relevance,importance,orinformationprocessingrelatedto
thepurchase.
Consumerattitudes
Consumerattitudesareimportantbecausetheyareprimarycausesofbehavior.Consumer
beliefsaboutproductattributesformthebasisforconsumers'
attitudestowardthose
products.Therefore,consumerbeliefsaboutaproduct'
sattributesformthebasisfor
purchasebehaviortowardthatproduct.
Interpersonalinfluence
Informationalinfluence:
Atypeofinterpersonalinfluencebasedontheconsumer'
sdesireto
makeinformedchoicesandreduceuncertainty.Informationalinfluencesaffectpurchase
behaviorbyreducingperceivedriskandprovidingalogicalframeworkwithwhichtomake
purchasedecision.
Utilitarianinfluence:
complywiththeexpectations,realorimagined,ofothers.Utilitarianinfluenceaffects
purchasebehaviorbygeneratingperceptionsofhowaproductwillaffectaconsumer'
ssocial
acceptanceandpeerapproval.
Value-expressiveinfluence:
sdesire
toenhancehis/herself-conceptthroughidentificationwithothers.Value-expressive
influenceaffectspurchasebehaviorbygeneratingperceptionsofhowaproductwillsupport
consumer'
srealordesiredimage.
Socialclassandthefamilylifecycle
Bothsocialclassandstagesofthefamilylifecycleinfluencethetypesofpurchases
consumersmakeandtheactivitiestheypursue.Understandinghowsocialclassandfamily
lifecycleaffectconsumerbehaviorhelpsmarketersidentifytargetmarketsanddevelop
successfulstrategiesformarketingtheirproducts.
Culturalaffectonconsumerbehavior
Cultureaffectsconsumerbehaviorbyhelpingconsumerstoformthevalues,ideas,attitudes,
andsymbolsthattheyadopttocommunicate,interpret,andinteractasamembersofsociety.
Theconceptofculturehastwoprimaryimplicationsformarketing:
itdeterminesthemost
basicvaluesthatinfluenceconsumerbehaviorpatterns,anditcanbeusedtodistinguish
subculturesthatrepresentsubstantialmarketsegmentsandopportunities.
Ethicalresponsibilitiesofconsumers
Consumershavetheobligationtobehonestwithretailersandproductmanufacturers.Some
customersseektocashinmanufacturer’scouponswithoutbuyingtheproduct.Consumers
oftenreturnmerchandisethattheyhaveusedorabusedandwantafullrefund.Itisagainst
thelawtocopyprintorelectronicmediaforresale.Blackmarketandgraymarket
operationsdivertlegitimateprofitsfrommanufacturers.Ingeneral,consumersshouldbe
heldtothesamelevelofethicalresponsibilitythattheyexpectfromprovidersofgoodsand
services.
Cognitivedissonanceandfeelingsofsatisfactionanddissatisfaction
Cognitivedissonanceandconsumerdissatisfactionarebothpost-purchaseoutcomes.
Consumerdissatisfactioncanoccurwithanypurchase,whilecognitivedi