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Consumer behavior presentation
- 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.