Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Consumer behavior
Consumer Organisational
influences influences
Culture Brand
Ethnicity Product features
Personality Advertising
Family Word of mouth
Life-stage Promotions
Values Retail displays
Income Price
Available resources Quality
Attitudes Service
Opinions Store ambiance
Feelings Convenience
Motivations Loyalty programs
Past experiences Packaging
Peer groups Product availability
Knowledge
Consumer Buying Behaviour
Consumers
Understand • Initiator
• Influencer
• Buying roles • Decider
• Buying behavior • Buyer
• Buying decision process • User
Buying roles
Need Recognition
Information Search
Cultural, Social,
Individual and
Psychological Evaluation
factors of Alternatives
affect
all steps
Purchase
Postpurchase
Behavior
Need Recognition
Preferred State
Present Status
Need Recognition
Preferred State
Present Status
Information Search
Non-marketing controlled
Marketing controlled
Extent of Information Search
Purchase!
Consumer Buying Decision Process
To buy
or not to buy... tries to determine which
attributes are most important
in influencing a
consumer’s choice
Postpurchase Behavior
Cognitive Dissonance
occurs when there is an
inconsistency between
values and/or opinions
and behavior
Reduce dissonance by
justifying the purchase Can minimize through:
decision Follow-up
• Seek information that reinforces the decision
• Avoid negative information Guarantees
• Seek contrary information and refute it Warranties
Stimulus –Response model of CB
Types of Consumer Buying Decisions
Less More
Involvement Involvement
Types of Consumer Buying Decisions
Routine
Response
Behavior