Consumer Buying Behavior Chapter 4

Stages in the Buying Process

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.

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.

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

Utilitarian Needs

Shopping to accomplish a specific task

Usually associated with work

Hedonic Needs

Shopping for pleasure, entertainment, or recreation

Usually associated with fun

Hedonic Needs Retailers Can Satisfy Stimulation Social Experience Learning New Trends Status and Power Self-reward Adventure

Stimulation

Social Experience

Learning New Trends

Status and Power

Self-reward

Adventure

Information Search Once customers identify a need they may seek information about retailers and products to help satisfy that need.

Once customers identify a need they may seek information about retailers and products to help satisfy that need.

Sources of Information Internal Sources A person’s memory such as names, images and experiences External Sources Information provided by advertisements and other people

Internal Sources

A person’s memory such as names, images and experiences

External Sources

Information provided by advertisements and other people

Evaluation Multiattribute Attitude Model Performance on relevant attributes Importance of those attributes to the customer

Multiattribute Attitude Model

Performance on relevant attributes

Importance of those attributes to the customer

Purchasing the Merchandise or Service The next step in the buying process is to purchase the product to fulfill their need

The next step in the buying process is to purchase the product to fulfill their need

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.

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.