Consumer Behavior

Chapter 5

Consumer Behavior

the study of consumers and the processes they use to choose, consume, and dispose of products and services, including consumers emotional, mental, and behavioral responses

Purchase Decision Process - 5 Step Process

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase Decision

5. Post Purchase Assessment

Purchase Decision Process - Marketer’s Role

1. identify new or existing consumer need

2. create product awareness and educate on benefits

3. help consumers make comparisons that address their important evaluation criteria

4. prompt consumer to purchase

5. encourage product usage and help them feel good about their decision to drive loyalty

Influences of the Purchase Decision Process

• Marketing Mix

• Sociocultural Influences

• Situational Influences

• Psychological Influences

Types of Buying Decisions