Consumer Buying Behavior

Five Step Model of the Buying process

• Need arousal• Collection of information• Evaluation of information• Purchase • Post-purchase evaluation

Shortcomings of the model

• Consumers withdraw• Stages overlap• Stages are skipped• Several buying decisions occur

simultaneously

Step 1: Need Arousal

• Conscious• Unconscious• Preconscious

Types of Needs

• Functional needs• Psychological needs

– Stimulation– Social– Trends– Status and power– Self-reward

• Conflicting

Step 2: Information Search

• Sources of information– Internal vs. external

• Time spent searching

Step 3: Evaluate alternatives

• Multi-attribute model– Used to evaluate merchandise– Used to evaluate retailers

• How retailers can affect this

Step 4:Purchase

• Increasing the likelihood of purchase– Don’t stock out– Fair return policies– Credit– Convenience– Reduce waiting time

Step 5: post-purchase

• Satisfaction• Dissonance

Types of buying situations

• Extended problem-solving• Limited problem-solving

– Impulse purchase

• Habitual problem solving– Brand loyalty– Store loyalty

Psychological influences on the buying process

• Perception• Learning• Attitude• Personality

Situational influences on buying behavior

• Time• Surroundings• Customer moods and motives

Social influences on buying behavior

• Family/household– Family decision making– Family life cycle

• Reference groups• Culture

– Subculture

• Social class

Consider:

• How do these elements affect the buyer’s job?– The buying process– Psychological, social, and

situational influences

• How do these elements factor into the buyer’s role in the organization?