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Consumer Buying Behavior Chapter 4

Consumer Buying Behavior 1

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Page 1: Consumer Buying Behavior 1

Consumer Buying

Behavior

Chapter 4

Page 2: Consumer Buying Behavior 1

Stages in the Buying Process

Page 3: Consumer Buying Behavior 1

Need Recognition

A need is recognized when a customer’s desired level of satisfaction differs from his or her present level of satisfaction.

When a consumer recognizes they have a need it triggers the buying process.

Page 4: Consumer Buying Behavior 1

Types of Needs

Utilitarian NeedsShopping to accomplish a specific task

Usually associated with work

Hedonic NeedsShopping for pleasure, entertainment, or recreation

Usually associated with fun

Page 5: Consumer Buying Behavior 1

Hedonic Needs Retailers Can Satisfy

• Stimulation• Social Experience• Learning New Trends• Status and Power• Self-reward• Adventure

Page 6: Consumer Buying Behavior 1

Information Search

Once customers identify a need they may seek information about retailers and products to help satisfy that need.

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Sources of Information

Internal SourcesA person’s memory such as names, images and experiences

External SourcesInformation provided by advertisements and other people

Page 8: Consumer Buying Behavior 1

Evaluation

Multiattribute Attitude Model

• Performance on relevant attributes

• Importance of those attributes to the customer

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Purchasing the Merchandise or Service

The next step in the buying process is to purchase the product to fulfill their need

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Postpurchase Evaluation

Evaluating their satisfaction level of a purchase is the final step in the buying process. A consumers level of satisfaction then becomes part of their internal information when making their next purchase.