Copyright 2003 Prentice-Hall, Inc.

6-1
Understanding the requirements of consumers
Buying motives
Model of consumer behaviour
Copyright 2003 Prentice-Hall, Inc.
6-2
Model of Consumer Behavior
Buyers decisions

Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
Buyers decision
process

Problem recognition
Information search
Evaluation
Decision
Postpurchase
behavior
Buyers
characteristics

Cultural
Social
Personal
Psychological
Other
stimuli

Economic
Technological
Political

Marketing
stimuli

Product
Price
Place
Promotion
Copyright 2003 Prentice-Hall, Inc.
6-3
Influences on Consumer
Behaviour
Personal Influences
Age and Family Life
Cycle Stage
Lifestyle
Occupation &
Economic Circumstances
Personality &
Self-Concept
Copyright 2003 Prentice-Hall, Inc.
6-4
Understanding the requirements of consumers
Grouping of Consumers

Upper class:
The Upper Upper and Lower Upper Class

Middle class:
The Upper Middle and Lower Middle Class

Lower class:
The Upper Lower and Lower Lower Class
Copyright 2003 Prentice-Hall, Inc.
6-5
Buying Roles
Initiator
Influencer
Decider
Buyer
User
The Consumer Decision Making Process
Copyright 2003 Prentice-Hall, Inc.
6-6
Types of Buying Behavior
High Involvement Low Involvement
Significant Differences
between Brands
Complex buying
behavior
Variety-seeking
buying behavior
Few Differences between
Brands
Dissonance-reducing
buying behavior
Habitual buying
behavior
Copyright 2003 Prentice-Hall, Inc.
6-7
Consumer Decision Making
Process
Problem
recognition
Information
search
Copyright 2003 Prentice-Hall, Inc.
6-8
Successive Sets Involved in Customer Decision
Making
Copyright 2003 Prentice-Hall, Inc.
6-9
Consumer Decision Making
Process
Problem
recognition
Information
search
Evaluation of
alternatives
Purchase
decision
Postpurchase
behavior
Copyright 2003 Prentice-Hall, Inc.
6-10
Brand Loyalty
Customers can be categorised according to loyalty status:

Hardcore loyal customers

Softcore loyal customers

Shifting loyal customers

switchers