Consumer behavior presentation for Foundations of Marketing 2100 Sinclair Community College. Marcus King. 10/3/2021.

1. Consumer
Behavior &
Marketing
Marcus King

2. Consumer
Decision
Making
Process

3. Problem
Recognition
Consumer recognizes an
unmet need or want

4. Information
Search
Internal Search: Consumer
consults prior experience
and knowledge
External Search: Consumer
consults external sources of
information like personal
acquaintances, trusted
experts or published material

5. Alternative
Evaluation
 Criteria: Consumer determines key factors
that determine likelihood of purchase such
as price, function, quality, etc.
 Consideration Set: Set of alternatives the
consumer will consider based on the
consumer’s criteria.

6. Purchase
Decision
 The consumer now
decides what to buy, as
well as when and where
to purchase it.

7. Post-Purchase
Behavior
 Purchase Evaluation: The
consumer now evaluates
the purchase and
determines level of
satisfaction.

8. Social Influences on
Consumer Behavior

9. Reference Groups
 Membership: Consumers are influenced by the
fellow members of their group, subculture,
family, or tribe.
 Aspirational: Consumers are influenced by
people and groups they look up to or wish to
be like.
 Non-Aspirational: Consumer preferences can
also be influenced by groups they do not like
or want to be associated with.

10. Opinion Leaders
Celebrities: Consumers influenced by the
opinions of famous individuals.
Experts: Consumers are influenced by the
opinion of people with expertise or credentials.

11. Family
 Family is also a powerful
influencer on consumer
behavior.
 Consumers often inherit habits
and preferences from family.
 Consumers are more likely to
trust and value the opinions of
loved ones.

12. Subculture
 Different subcultures express different buying habits and preferences.
 African Americans, Asian Americans, and Hispanic Americans are
three of the largest subcultures in the United States.
 African American consumers value acknowledgment as consumers,
Asian Americans value family roles, and Hispanic Americans often
gravitate to Spanish language media.

13. Consumer
Involvement
 Routine: For routine purchases consumers are
hardly involved, and usually only consider one
alternative.
 Limited: For other purchases, consumers may
dedicate more time, and consider more
alternatives.
 Extensive: For expensive or important purchases,
consumers will be highly involved and carefully
consider many alternatives based on multiple
criteria.