behavioural

1. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Behavioral
Dimensions of the
Consumer Market

2. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
When you finish this chapter, you should
6-2
Chapter’s Objectives
1. Understand the economic-
buyer model of buyer
behavior.
2. Understand how
psychological variables affect
an individual’s buying
behavior.
3. Understand how social
influences affect an
individual’s and household’s
buying behavior.
4. See why the purchase
situation has an effect on
consumer behavior.
5. Know how consumers use
problem-solving processes.
6. Have some feel for how a
consumer handles all the
behavioral variables and
incoming stimuli.
7. Understand the important new
terms.

3. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
A Model of Buyer Behavior
Purchase Reason
Time
Surroundings
Purchase
Situation
Motivation
Perception
Learning
Attitude
Personality/Lifestyle
Psychological
Variables
Family
Social Class
Reference Groups
Culture
Social
Influence
Problem-Solving Process
Person Does or Does Not Purchase (Response)
Marketing Mixes All Other Stimuli
Person
Making
Decision

4. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
The PSSP Hierarchy of Needs
Physiological Needs
Safety Needs
Social Needs
Personal
Needs

5. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Drive
Cues
Response
Reinforcement
The Learning Process

6. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Lifestyle Dimensions
Opinions
Interests
Activities
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7. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Social Class Dimensions
1.5%
32%
12.5%
38%
16%
Lower-middle class
Upper-middle class
Upper-class
Lower-lower class
Upper-lower
(“working”) class

8. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Purchase Situation Influences
Surroundings
Time
Purchase Reason
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9. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Purchase
Situation
Social Influences
Psychological
Variables
Need-want Awareness
Information Search
Set Criteria
Decide on Solution
Purchase Product
Routinized Response
Postpone
Decision Postpurchase
Evaluation
Response
Feedback of
information
as attitudes
Person making
decision
Marketing mixes All other stimuli
The Consumer Problem Solving Process

10. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Levels of Problem Solving
Extensive
Problem
Solving
Limited
Problem
Solving
Routinized
Response
Behavior
Involvement Continuum
Low Involvement High Involvement
Low involvement
Frequently purchased
Inexpensive
Little risk
Little information needed
High involvement
Infrequently purchased
Expensive
High risk
Much information desired

11. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
The Adoption Process
Awareness
Interest
Evaluation
Trial
Decision
Confirmation

12. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Relating the Processes
Problem-solving steps
1. Becoming aware of
or interested in the
problem
2. Gathering
information about
possible solutions
3. Evaluating alterative
solutions
4. Deciding on the
appropriate solution
5. Evaluating the
decision
Adoption process steps
Awareness and interest
Interest and evaluation
Evaluation, maybe trial
Decision
Confirmation
Learning steps
Drive
Cues
Response
Reinforcement

13. For use only with Perreault and McCarthy texts.
© The McGraw-Hill Companies, Inc., 1999
Irwin/McGraw-Hill
Learning
Cues
Response
Reinforcement
Attitude
Belief
Expectation
Psychographics
Lifestyle Analysis
Social Class
Reference Group
Opinion Leader
Culture
Economic Buyers
Economic Needs
Needs
Wants
Drive
Physiological Needs
Safety Needs
Social Needs
Personal Needs
Perception
Selective Exposure
Selective Perception
Selective Retention
Extensive Problem
Solving
Limited Problem
Solving
Routinized Response
Behavior
Low-involvement
Purchases
Adoption Process
Dissonance
Key Terms