ch 7 - consumer buying behavior

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consumer buying behavior decision process

1) problem recognition
2) information search
3) evaluation of alternatives
4) purchase
5) post-purchase eval

not all consumer buying decisions include all 5 stages!

cognitive dissonance

buyer doubts arise shortly after purchase (during post-purch eval.)

situational influences

physical surroundings, social surroundings, time (how long to know more about product), moods

perception

1) selective exposure, person unconsciously decides what info reaches awareness
2) selective distortion, change the received info
3) selective retention, person remembers info inputs that support personal feelings

Maslow

1) physiological
2) safety
3) social
4) esteem
5) self-actualization

patronage motives

P, friendliness of sales ppl, influences _WHERE_ a person purchases on regular basis

attitude

1) cognitive - knowledge
2) affective - FEELINGS & emotions
3) behavioral - actions regarding object/idea

Fishbein model

(attitude towards the object)
used to understand consumer's attitude, strength of beliefs, eval of beliefs

theory of reasoned action

(behavior intentions model)
focuses on intentions to act/purchase

personality

internal traits & distinct behavioral tendencies that result in CONSISTENT patterns of behavior

self-concept

ppl buy products that enhance their perception of themselves. can influence brand selection

lifestyle

pattern of living
how spend time, strongly impact buying decision process
VALS - divides consumer lifestyles

reference group

any group that affects person's values, attitudes, or behaviors

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