|
 |  Marketing A McGraw Hill and QUT Custom Publication
Consumer Behaviour
Learning ObjectivesChapter 5 - Outline
AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO:
- Outline the stages in the consumer decision process.
- Distinguish among three variations of the consumer decision process: routine, limited, and extended problem solving.
- Explain how psychological influences affect consumer behavior, particularly purchase decision processes.
- Identify major sociocultural influences on consumer behavior and their effects on purchase decisions.
- Recognize how marketers can use knowledge of consumer behavior to better understand and influence individual and family purchases.
|
Chapter 5 - Summary
- When a consumer buys a product, it is not an act but a process. There are five steps in the purchase decision process: problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior.
- Consumers evaluate alternatives on the basis of attributes. Identifying which attributes are most important to consumers, along with understanding consumer beliefs about how a brand performs on those attributes, can make the difference between successful and unsuccessful products.
- Consumer involvement with what is bought affects whether the purchase decision process involves routine, limited, or extended problem solving. Situational influences also affect the process.
- Perception is important to marketers because of the selectivity of what a consumer sees or hears, comprehends, and retains.
- Much of the behavior that consumers exhibit is learned. Consumers learn from repeated experience and reasoning. Brand loyalty is a result of learning.
- Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way. Attitudes are based on a person's values and beliefs concerning the attributes of objects.
- Lifestyle is a mode of living reflected in a person's activities, interests, and opinions of himself or herself and the world.
- Personal influence takes two forms: opinion leadership and word-of-mouth activity. A specific type of personal influence exists in the form of reference groups.
- Family influences on consumer behavior result from three sources: consumer socialization, family life cycle, and decision making within the household.
- Within the United States there are social classes and subcultures that affect a consumer's values and behavior. Marketers must be sensitive to these sociocultural influences when developing a marketing mix.
|
|
|
|
2003 McGraw-Hill Higher Education