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Consumer Buying Behavior 1
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Consumer Buying Behavior 1

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Transcript

  • 1. Consumer Buying Behavior Chapter 4
  • 2. Stages in the Buying Process
  • 3. Need Recognition
    • A need is recognized when a customer’s desired level of satisfaction differs from his or her present level of satisfaction.
    • When a consumer recognizes they have a need it triggers the buying process.
  • 4. Types of Needs
    • Utilitarian Needs
    • Shopping to accomplish a specific task
    • Usually associated with work
    • Hedonic Needs
    • Shopping for pleasure, entertainment, or recreation
    • Usually associated with fun
  • 5. Hedonic Needs Retailers Can Satisfy
    • Stimulation
    • Social Experience
    • Learning New Trends
    • Status and Power
    • Self-reward
    • Adventure
  • 6. Information Search
    • Once customers identify a need they may seek information about retailers and products to help satisfy that need.
  • 7. Sources of Information
    • Internal Sources
    • A person’s memory such as names, images and experiences
    • External Sources
    • Information provided by advertisements and other people
  • 8. Evaluation
    • Multiattribute Attitude Model
    • Performance on relevant attributes
    • Importance of those attributes to the customer
  • 9.  
  • 10. Purchasing the Merchandise or Service
    • The next step in the buying process is to purchase the product to fulfill their need
  • 11. Postpurchase Evaluation
    • Evaluating their satisfaction level of a purchase is the final step in the buying process. A consumers level of satisfaction then becomes part of their internal information when making their next purchase.