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Ch. 5 CONSUMER BEHAVIOR THE PURCHASE DECISION PROCESS (SOCIOCULTURAL…
Ch. 5 CONSUMER BEHAVIOR THE PURCHASE DECISION PROCESS
The purchase decision process consists of 5 stages
Problem recognition: receiving a need. if it is a unique purchase you need to understand that problem you are looking for a product for | receiving a need or want
Information search: seeking value... trying to find the right value for the right amount of money and gives alternatives
Alternative evaluation: assessing value - based on your criteria for a product, some people fact that they are spending the least amount of money brings out the product they are buying (but when they use the product they will have regret because the cheapest one does not have the correct functionality), Once you decide on your alternatives and chic
Purchase decision: buying value - what you decide on negotiation, exchange, price haggling
Postpurchase behavior: Realizing value - of the value we receive from a product and if it was worth it in comparison, Cognitive dissonance: the bap between how you think you should feel and how you actually feel. So you try and justify that by making the gap smaller, ex asking if friends like a haircut that you were unsure of
INVOLVEMENT
Consumer Involvement Affects Problem Solving
Extended Problem Solving: High involvement
Ex: Purchasing a drone starting at step 1 wanting it for a year
Limited problem solving: Medium involvement
Ex: Buying a toaster
Routine Problem Solving: Low involvement
Ex: buying bananas
CHARACTERISTICS of CONSUMER PURCHASE DECISIONS
1.Number of Brands examined
Number of Sellers Considered
Number of Products attributes evaluated
Number of external information sources used
Time spent searching
SITUATION INFLUENCES that affect purchase decisions
The purchase task
Social surrounding
Physical surroundings
Temporal effects
Antecedent states
MOTIVATION
SITUATIONAL INFLUENCE> Psychological Influences (Triangle)
Motivation(Determines what you do), Personality, Consumer Selective Perception, Perceived Risk, Consumer Learning
TRIANGLE Self actualization needs: self-fulfillment
Personal needs: status respect prestige
Social needs: friendship, belonging, love
Safety needs: freedom from harm, financial security
Physiological needs: food, water, shelter, oxygen
CONSUMER VALUES Situational > PSYCHOLOGICAL INFLUENCES
Innovators: High Resources & High Innovation, Sophisticated, Change leading, Active, Take Charge
Survivors: Low Resources, Low Innovation Passive, Risk Averse, Constrained
Primary Motivators
Ideals : Thinkers: Information seeking, satisfied, reflective/Believers: Conservative, Conventional, Traditional
Achievers: Achievers (successful, career and family Oriented, moderate)/Strivers: Trendy, Approval Seeking, Disenfranchised
Self-Expression: Experiencers(risk seeking, enthusiastic, impulsive)/ Makers: Homegrown, Self Sufficient, Macho, Family Oriented
SOCIOCULTURAL INFLUENCE
SITUATIONAL > Sociocultural influences
Opinion leaders: see them often, we create a bond and trust them, or accept them because they are credible
Word of Mouth
Reference Group Influence: people who are expert, or high knowledge about something
Family Influence : 21% of homes are traditional families. Remaining 78% includes Single, Parents, Unmarried Couples, Divorced etc
Social Class Influence: What you should or should not buy
Culture/Subculture Influence