CHAPTER FIVE
Final Consumers and
Their Buying
Behavior
For use only with
Perreault/Cannon/McCarthy
or Perreault/McCarthy texts.
© 2008 McGraw-Hill
Companies, Inc.
McGraw-Hill/Irwin
www.mhhe.com/fourps
Consumer Behavior for Marketing Strategy Planning
(Exhibit 5-1)
Consumer Behavior for Marketing Strategy Planning
(Exhibit 5-1)
Business
Customers
Final
Consumers
Marketing mixes
All other stimuli
Person making a buying decision
Economic needs
Psychological
variables
Social influences
Purchase
Situation
Consumer decision process
Person does or does not purchase (response)
Income Dimensions of the US Market (Exhibit 5-2)
How We Will View Consumer Behavior (Exhibit 5-3)
Marketing mixes
All other stimuli
Person Making Decision
Economic needs
•Economy of
purchase
•Convenience
•Efficiency in use
•Dependability
Psychological
variables
•Motivation
•Perception
•Learning
•Attitude
•Personality/
lifestyle
Social influence
•Family
•Social class
•Reference
groups
•Culture
Purchase
situation
•Purchase reason
•Time
•Surroundings
Consumer decision process
Person does or does not purchase (response)
Several Needs at the Same Time: PSSP Hierarchy of
Needs (Exhibit 5-5)
Personal
Needs
Social Needs
Safety Needs
Physiological Needs
Attitudes Relate to Buying
Belief: An
Opinion
Attitude: A
Point of View
Need To
Understand
Attitudes &
Beliefs
Key
Concepts
Meeting
Expectations
Is Important
Work with
Existing
Attitudes
Ethical Issues
May Arise
The Family Life Cycle (Exhibit 5-8)
Expanded Model of Consumer Behavior (Exhibit 5-9)
Marketing mixes
Economic needs
Psychological
Variables
All other stimuli
Social influences
Purchase
situation
Consumer decision process
Need
awareness
Routinized response
Problem Solving
Purchase
decision
•Information search
•Identify alternatives
•Set criteria
•Evaluate alternatives
Postpone decision
Feedback based on experience
Experience
After the
purchase
Problem Solving Continuum (Exhibit 5-11)
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information
Routinized
Response
Behavior
Low involvement
High involvement
Infrequently purchased
Expensive
High risk
Much information desired
Limited
Problem
Solving
Extensive
Problem
Solving
High involvement
Adoption Process Steps
Awareness
Interest
Evaluation
Trial
Decision
Confirmation
Dissonance
may set in
after the
decision!
Decision Making
Decision-making steps Adoption process steps
1. Becoming
aware of need
Awareness and
interest
2. Gathering info
about choices
Interest and
evaluation
Learning steps
Drive
Cues
Evaluation, maybe
trial
4. Deciding on
the solution
Decision
5. Evaluating the
purchase
experience
Confirmation
Reinforcement
3. Setting criteria,
evaluation,
possible trial
Response