MKTG 303: Advertising and
Promotion
Buyer Behaviors
October 13, 2009
Zeynep Gürhan-Canlı
The Consumer Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Variations in Consumer
Decision Making
Types of Decision Processes:
• Extended Problem Solving
• Limited Problem Solving
• Routine Response Behavior
Maslow’s Hierarchy of Needs
Self-actualization needs
(self-development, realization)
Esteem needs
(self-esteem, recognition, status)
Social needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological needs
(hunger, thirst)
Sources of Problem Recognition
 Out of stock
 Dissatisfaction
 New needs or wants
 Related product purchase
 Market-induced recognition
 New products
Information Search
Internal Search– information stored in
memory
External Search – actively seeking
information from various sources
• Personal sources
 Friends, relatives, co-workers
• Market-controlled sources
 Ads, salespeople, in-store displays
• Public sources
 Print articles, news reports
• Personal experience
 Handling, examining, testing, using
External Search
• Ability to search
• Motivation
 Level of involvement
 Need for cognition
 Shopping enthusiasm
• Perceived cost
• Perceived benefit
Perception
The process by which an individual receives,
selects, organizes and interprets information
Stages in the perception process:
 Sensation
 Attending to information
 Interpreting information
 Responding to information
The Selective Perception Process
Selective Exposure
Selective Attention
Selective Comprehension
Selective Retention
Consumer Attitude
• Affective
• Cognitive
• Conative
Attitude Sequence
• Cognitive  Affective  Conative
• Affective  Conative  Cognitive
• Conative  Cognitive  Affective
Consumer Values
• Attitudes shaped by personal values.
• Values are strongly held beliefs.
• Personal values
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Comfortable life
Equality
Excitement
Freedom
Fun, exciting life
Happiness
Inner peace
Accomplishment
Security
Self-respect
Cognitive Mapping
• Simulations of knowledge
structures.
• Linkages and levels
• Marketing messages and linkages
 Strengthen current linkage
 Modify current linkage
 Create a new linkage
Evaluation of Alternatives
• Evoked set method
 Evoked set
 Inept set (not considered due to a negative
experience, feeling, or information)
 Inert set (aware but not considered due to lack
of knowledge)
• Multiattribute method
 Brand’s performance on a variety of attributes
 The importance of each attribute
• Affect referral
 No need for effort
 Multiattribute model has previously been used
 Emotional bond
Trends
Consumer Buying Environment
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Age complexity
Gender complexity
Individualism
Active, busy lifestyles
Time pressure
Cocooning
Pleasure binges
Emphasis on health
Business-to-Business
Buyer Behavior
• Users
• Buyers
• Influencers
• Deciders
Gatekeepers
Individual Factors
Business-to-Business Buying Center
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Personality features
Roles and perceived roles
Motivational levels
Levels of power
Attitude towards risk
Levels of cognitive involvement
Personal objectives
Business-to-Business
Buying Process
• Identification of needs
• Establishment of
specifications
• Identification of vendors
• Vendor evaluation
• Vendor selection
• Negotiation of terms
• Postpurchase evaluation